ASICS signs multi year partnership with IAAF featuring ASICS apparel and footwear for officials and volunteers



IAAF/ASICS Press Release

MONACO & KOBE, December 3, 2016

ASICS and the IAAF are delighted to announce a new multiple year partnership with ASICS becoming the latest addition to the prestigious group of Official IAAF Partners.

As Official IAAF Partner, ASICS will be present at and involved in all IAAF World Athletics Series events including the 2017 IAAF World Championships in London, GBR (4th August until 13th August 2017) and the 2019 IAAF World Championships in Doha, QAT.

As part of the agreement ASICS will kit the officials and volunteers at all IAAF World Athletics Series events with ASICS' footwear and apparel that will ensure the smooth running of these events. For ASICS this important partnership will allow a strategic expansion of its brand recognition internationally by association with the world's top athletics events that are viewed by significant global audiences.

ASICS President & CEO Motoi Oyama stated: "I am so happy to have the honor of supporting the IAAF as an Official Partner. We at ASICS hope to both develop excellent products and contribute to the growth the sporting world as a whole by supporting athletics around the globe as an Official Partner of the IAAF. "

IAAF President Sebastian Coe commented: "Global athletics starts a new chapter today based upon solid foundations of modern governance and a renewed determination to protect and promote clean athletes. We are delighted to have attracted ASICS, a world class sportswear designer and manufacturer, as our latest Official IAAF Partner to share this new journey with us. This agreement is a huge endorsement of a bright future for athletics whose universality and diversity makes it a natural partner for a global corporation like ASICS. We are excited to be joined by a partner whose vision shares our strategy for a youthful, innovative sport that promotes fair competition and healthy living."

The deal was brokered by the IAAF's long-term, commercial partner, Dentsu Inc., in close collaboration with the IAAF.


ASICS Corporation is a global designer and manufacturer of sporting goods including performance athletic footwear, apparel and accessories. The company was founded in 1949 by Kihachiro Onitsuka. Inspired by the old Latin phrase "Anima Sana In Corpore Sano", meaning "A Sound Mind in a Sound Body", his vision was to promote the health of young people through sport. True Sport Performance Brand, ASICS remains committed to this philosophy today.

page1image20864 page1image21024

About IAAF


The International Association of Athletics Federations (IAAF) is the world governing and rule making body for the sports of Athletics, which encompasses track and field, race walking, road, cross country, mountain and ultra-running.

In 2012, the IAAF celebrated its centenary. Today boasting 214 national Member Federations, it has a global reach greater than that of the United Nations.

In 1983, it created its jewel, the biennial IAAF World Championships whose nine days of competition involve 2000 athletes from more than 200 countries and are broadcast to over 200 territories worldwide.

The next IAAF World Championships will take place in London (2017), Doha (2019) and Eugene (2021).

RunBlogRun opines: We announced this on Friday, as we left for th NXN event. We congratulate the IAAF on this new partner. ASICS replaces adidas, who is focusing its global marketing on athletes and key events that benefit its brand. For ASICS, who has been a pivotal brand in running and track & field, this makes much sense. The key issues are, how the IAAF will work with ASICS, and Dentsu's seeming inability to sign anyone who is not Japan based.

Dentsu is a fine global agency. Their understanding and appreciation of Japanese business culture and practices is unmatched. Their ability to bring in sponsors for the IAAF has been proven, time and again. They do not seem, however, to be able to bring in sponsors from the U.S. and Europe, with much success.

ASICS has the creative ability to make the product for IAAF events stand out and create a stir for the sport. Can the IAAF, under the leadership of Seb Coe and Olivier Gers bring Dentsu into more of a global appreciation of the brand opportunities for the IAAF and can the IAAF service the client, ASICS, who has been a huge supporter of our sport?

ASICS is one our favorite brands. My first running shoes, in 1974 were the Onitsuka Tiger Cortez. Raced in Jayhawks, love the apparel. ASICS will prepare fine product, the key is how the IAAF, under Olivier Gers and Seb Coe improve treatment of sponsors and Dentsu's global vision of the sport.

We are optimistic on improvements in the IAAF, and will give Mr. Coe and Mr. Gers the chance to digest the challenges and come up with a strong plan. The reforms that have been approved this past week show us that the IAAF is going in the right direction.

Leave a comment

Wake up to RunBlogRun's news in your inbox. Sign up for our newsletter and we'll keep you informed about the Sport you love.

Subscribe to RunBlogRun's Global News Feed

* indicates required