The company brought on Allison after working with the firm on a project basis last year, said Melinda Hutcheon, senior PR manager at Asics America.
Allison worked with Asics on its sponsorship of the New York City Marathon, which was cancelled after Hurricane Sandy, and the 2012 Olympic Summer Games in London, as well as a breast cancer awareness program, she explained.Asics previously worked with a boutique agency for a few years, Hutcheon said, declining to name the firm.
Kevin Wulff, CEO of Asics America, has a goal of reaching $1 billion in sales by 2015, said Hutcheon, and Allison will help to push that objective forward.
The agency will work on media and blogger outreach, thought leadership, social media content and strategy, cause marketing, and events and sponsorships, including the New York City and Los Angeles marathons.
Allison will also promote the company's iconic Onitsuka Tiger collection of shoes and apparel, which is one of oldest shoe brands in Japan. The agency will support product launches for the brand and activities at events such as South by Southwest and the Coachella Valley Music and Arts Festival.
Hutcheon said Asics wants Allison, which is managing the account from both its New York and Los Angeles offices, to help it extend its reach among consumers.“Asics has been known as a running brand, but we're much more than a running brand,” she said. “We want to be a brand for sports enthusiasts, so we're reaching beyond the endemic sports we've been focused on.”