294 | Paul Lang, ASICS Global Senior Product Manager
Sep 16, 2024
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Paul Lang, ASICS Global Senior Product Manager, shares insights from his career in one of the leading running brands. He discusses the cultural contrasts between Japan and the US, highlighting brand evolution since 2017. Lang elaborates on the shift towards consumer-focused strategies, the collaborative design behind running shoes, and emerging technologies like Glide Ride Max. He also touches on the emotional connections between athletes and products, underscoring the importance of community in the running industry.
Paul Lang's promotion to senior product manager at ASICS highlights the importance of cultural immersion in understanding product development and consumer needs.
ASICS' strategic reset post-2017 focused on regaining consumer trust through engagement and visibility in the running community amidst growing competition.
The shoe creation process at ASICS emphasizes collaboration and diversity, ensuring products reflect meaningful differences to meet varied consumer demands.
Deep dives
Career Transition and Cultural Experience
Paul Lang shares insights about his recent promotion to senior product manager for ASICS global running footwear after working extensively with the North American team. His experience living in Kobe, Japan, for three months deepened his understanding of both the Japanese culture and the company's operational dynamics, emphasizing the cleanliness and orderliness of Japanese society compared to the U.S. He highlights an interesting cultural norm where individuals carry their trash until they find a disposal option, contrasting it with the casual littering observed in the United States. This immersive experience not only helped him build relationships but also informed his approach to product development within the company.
ASICS' Strategy for Re-engagement
Lang discusses ASICS' strategic reset that began around 2017, focusing on re-establishing the brand's presence in the running community after experiencing a decline in market share. The company aimed to become more consumer-centric, listening to the needs of runners rather than prescribing specific products. They attended major running events and expos, reconnecting with retailers and media to integrate back into the fabric of the sport. This multifaceted approach allowed ASICS to increase brand visibility and consumer engagement in a competitive and evolving running market.
Evolution of the Running Shoe Market
The podcast highlights the significant changes in the running shoe industry, where ASICS's historical dominance has faced increasing competition from numerous brands. Lang notes that while ASICS maintained a philosophy of incremental improvement (Kaizen), their pace of adaptation fell behind the rapid evolution in consumer preferences and technology in footwear. He emphasizes the importance of understanding what the consumer wants, moving toward a more adaptive and trend-responsive approach. The discussion also touches on how lifestyle trends and the overall increase in running popularity have transformed the landscape, necessitating a broader range of products.
The Creative Process Behind Shoe Development
Lang explains the creation process of running shoes at ASICS, which involves a collaborative effort between product managers, designers, and developers. The initial brief provided by product managers outlines the shoe's purpose, target audience, and budget, laying the foundation for the design phase. Once the design is established, it undergoes several prototypes and feedback loops to ensure alignment with the original vision before hitting the market. The commitment to diversity in the team’s mindset and running experience enriches the creative process, helping to prevent product development from becoming too narrow or biased.
Navigating Consumer Trends and Demands
The discussion dives into the complexity of consumer needs and how ASICS navigates an increasingly confused market filled with numerous shoe options. Lang acknowledges consumers often feel overwhelmed by the sheer volume of models available and the variations within brands. ASICS aims to offer not just choices but meaningful differences based on technology and intended use. The company's emphasis on creating a clear 'why' behind each product ensures that diversifying offerings remains relevant to consumers while addressing their unique running experiences.
Foam Technology and Future Innovations
Lang elaborates on the advancements in foam technology, particularly the popularity of materials like PEBAX in enhancing shoe performance. He underscores that while many brands are racing to innovate in foam formulations, understanding each foam's unique properties and how they impact user experience is crucial. ASICS is focused not only on utilizing existing materials effectively but also on exploring new options that cater to diverse consumer preferences. This balance of consistency and innovation aims to enhance performance while considering sustainable practices in production.
On this special in-studio episode of The Drop, Thomas and Meg chat with Paul Lang, ASICS global senior product manager. Go behind the scenes of what it's like to work for one of the biggest brands in running, how development and supply chains work, and what it's like figuring out consumer wants and buyer demands. Definitely a good one for all the industry nerds out there.
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