Inamoto adds Asics to list of business invention clients

Agencies, or what we used to call agencies, do lots of new things these days to try to secure a chair at a client’s top table.

Mostly to little effect, it must be said. Too many consultants blocking the room.

Rei Inamoto’s Inamoto & Co, described as a business invention studio, seems to have found a way in though, on the newly-fashionable (think Accenture Interactive) “customer experience” ticket.

The New York firm has just added sports brand Asics to an impressive list of clients including Uniqlo, Toyota and Sotheby’s. Its first work for Asics is its flagship Regent Street store in London, now boasting the Runkeeper running app acquired by ASICS in 2016. This is features running videos in London.

The Japanese sports brand’s aim is to expand from a “footwear manufacturer to become a fitness-as-a service brand,” which sounds like a fancy new way of selling the sizzle not the sausage.

Asics CMO Paul Miles says: “Asics is committed to providing the best products and services for all kinds of fitness and lifestyle inspired by our athletic heritage. To deliver on that promise, we partner with companies that offer fresh perspectives to keep us innovating for the years to come. Inamoto & Co. has already proven itself as a strong partner, helping us think about customer engagement and experiences across channels. We’re looking forward to continuing our work together and sharing some initial projects in the coming months.”

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