Tomoko Koda, Managing Executive Officer at ASICS, has played a central role in translating the brand’s Sound Mind, Sound Body philosophy into a global story of performance, innovation and wellbeing. In this interview, she reflects on her journey, the power of consumer-focused product development and the purpose behind the ASICS Foundation.
Meet the Leaders Interview
ASICS Managing Executive Officer Tomoko Koda on Sound Mind, Sound Body and the rise of the ASICS brand.
Tomoko, could you tell us about your background?
Before joining ASICS in 2016, I spent 20 years working in marketing for US sports and fashion brands. ASICS is a Japanese brand that’s widely respected in the global sports industry. For a Japanese person like myself, it was an easy decision to join ASICS when the opportunity came along.
What would you say are the strengths of ASICS?
ASICS takes product development very seriously and has wonderful creative…
expertise that can solve any difficult challenges. As we saw from the C-PROJECT that led to the METASPEED running shoe, ASICS is capable of developing excellent products even during bad times. Another strength is the consumer focus that derives from our philosophy of Sound Mind, Sound Body.
And you’ve made this central to our brand story. I believe in the importance of communicating everything through the filter of our Sound Mind, Sound Body philosophy. This requires simple and consistent messaging, not only about our products but also our brand.
ASICS was recently included in Interbrand’s list of Best Japan Brands, which is another sign that our message is getting through. What does Sound Mind, Sound Body mean to you? When I feel truly fulfilled in my health, work and personal life, that state is both physical and mental.
It’s underpinned by physical and mental strength, fulfillment and perseverance, all of which I have built up by doing sports. Do you have a favorite sport? At school, I was a keen basketball player. Now, I do some kind of sport every weekend and it varies according to the season…
Discussion
0 Comments
No comments yet
Start the conversation
Share your take on this story and help shape the discussion.
Sign in to join the discussion.