ASICS America names Roeya Badri Vaughan new Vice President of Marketing


roeya vaughn asics .jpgRoeya Badri Vaughan, photo courtesy of ASICS communications

ASICS America announced on March 1 that Roeya Vaughan has been named the new Vice President of Marketing. The position has been open for some time and was the focus of much conjecture by the industry.

ASICS America is one of most iconic brands in the performance running food chain. For nineteen years, ASICS was ranked the number one brand in running, until Brooks challenged it for the top position a few years ago. ASICS America has rebounded and under the leadership of Gene McCarthy is looking to see how it can strengthen performance running and build many of the other aspects of the brand.

ASICS America has been the focus of much change over the past six months. The departures of many of its most seasoned executives suggested decisions by the global company to either take more control or to go in different directions.

In the late Fall of 2015, Gene McCarthy replaced Kevin Wulff as CEO. McCarthy brought experience at some of the pre-eminent brands in sports footwear to bare on his new position. McCarthy came in as ASICS lost both the New York and Los Angeles Marathon sponsorships to key competitors.

McCarthy likes a good challenge and he has made it clear that he is focusing the brand for growth and to protect its iconic stature. In naming Roeya Badri Vaughan, Gene McCarthy is putting his imprimatur on ASICS marketing.

We will have to wait and see how Mr. McCarthy steers the brand, and we wish Ms. Vaughan the best of luck in her new position. Once she has had a few weeks, we hope to gain an interview with her and see how her experience at Oakley will help her approach the marketing for one of the most popular running brands on the planet.


Irvine, Calif. (March 1, 2016) - ASICS America Corporation today announced that consumer marketing veteran and California native Roeya Badri Vaughan has been appointed Vice President of Marketing for its largest region, which encompasses the United States, Canada, Mexico and Brazil. Vaughan brings nearly 20 years of experience to ASICS and a proven track record of driving awareness, topline revenue and consumer engagement for some of the country's biggest brands. She will officially join ASICS on February 29, 2016 and will be based at its state-of-the-art campus in Irvine.

Vaughan will report to ASICS America Group CEO and President Gene McCarthy and, as a key member of the executive team, will help drive the vision and strategy for the ASICS America region. She will be responsible for developing and executing a comprehensive and compelling new marketing, branding and communications strategy to increase visibility and drive the growth of the ASICS America business.

"We're thrilled that Roeya is joining the ASICS family," said McCarthy. "She shares our commitment to 'Anima Sana In Corpore Sano - A Sound Mind in a Sound Body,' and as our new Vice President of Marketing, will work to shine a spotlight on ASICS as we continue to push our iconic brand, and the industry, forward."

Vaughan most recently served as Vice President, Global Sun at Oakley, where she was responsible for driving global market leadership and revenue growth for all aspects of the $1B sunglasses business unit. Prior to that, she served as Executive Director and Vice President of Marketing for Dr. Sears Family Essentials, where she worked to drive awareness and sales of the doctor-formulated, kid-approved line of 100 percent all-natural snacks, beverages, and supplements. As the head of product marketing at Arbonne, she spearheaded the re-launch of their flagship anti-aging skincare line; she also played a management role at Mattel, Inc. where she led product development and marketing efforts for several brands within its portfolio, including Barbie.

To learn more about ASICS America, please visit:

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