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Casa da Asics em São Paulo já realizou mais de 20 mil encontros com corredores -
As marcas esportivas sabem que não basta somente oferecer um bom par de tênis e veicular mídia para vender. Experiência virou uma utensílio de engajamento e fidelização poderosa, ainda mais no mercado de corrida. E que mercado. O Brasil tem hoje 13 milhões de corredores , segundo a TicketSports, maior plataforma de venda de inscrições para eventos esportivos no país.
Segundo a plataforma de dados Statista, o faturamento do negócio de produtos esportivos no Brasil vai atingir 189,1 milhões de dólares até o término de 2024. Isso significa um aumento de tapume de 14% em relação ao ano anterior. Globalmente, esse mercado vai atingir um faturamento totalidade de 22,2 bilhões de dólares neste ano.
A marca japonesa Asics tem trabalhado sua comunidade por meio da Asics House , inaugurada em outubro de 2022. Localizada no Parque Bruno Covas, em São Paulo, o espaço já contabiliza mais de 20 milénio serviços prestados, entre treinos, experimentações de tênis, guarda-volumes e massagem.
Incentivo às mulheres
“Criamos a ASICS House para proporcionar uma experiência completa ao galeria, oferecendo muito mais do que somente um ponto de suporte”, diz Constanza Novillo, Diretora de Marketing da ASICS América Latina. “Lá, eles podem testar nossos principais lançamentos no parque por até duas horas. Com a ASICS House, fortalecemos nossa conexão com os corredores e promovemos a prática esportiva, incentivando mais pessoas a terem uma mente sã em um corpo são.”
Ao longo desses dois anos a Asics criou mais de 70 eventos e treinos maiores no espaço, uma vez que o treino individual para os 100 melhores corredores da ASICS Golden Run São Paulo em 2024 e um treinão para mulheres levado por influenciadoras e a desportista Adriana Silva para festejar o Outubro Rosa.
Para incentivar ainda mais a prática do esporte por mulheres e oferecer uma estrutura para que elas se sintam mais seguras e à vontade para treinar, no primeiro sábado de cada mês é realizado um treino privativo devotado a elas, com a oferta de serviços adicionais, uma vez que massagem esportiva. Desde o início desses treinos dezenas de mulheres já correram no parque com o suporte da marca.
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(Red Bull Ladeira Aquém)
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Empréstimos de tênis
O espaço também virou ponto de encontro para mais de 50 assessorias de corrida de diversas partes da cidade e do interno de São Paulo. Para dar mais segurança para quem corre no Parque Bruno Covas, no segundo semestre desse ano também foi inaugurada a tira do galeria, com a pintura da pista de corrida.
Nascente ano foi lançado o projeto ASICS House na Pista, para expandir a experiência para corredores fora da capital paulista. Uma estrutura traste foi desenvolvida para rodar diversas cidades do país uma vez que ponto de suporte ao galeria. A ASICS House na Pista conta com o empréstimo de tênis dos principais lançamentos da marca japonesa e hidratação. Já passou por Brasília, Campinas, Uberlândia e Belo Horizonte, e vai percorrer mais cinco cidades neste ano. Em 2025, vai chegar a outras regiões, uma vez que capitais do Nordeste. O objetivo é um só: expandir ainda mais essa comunidade.
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