Retail & eCommerce
Confidential. Critical. Complete. ASICS’s Marketing Overhaul
A confidential search quietly builds ASICS a new East Coast marketing leadership team of five senior leaders.
ASICS Digital
The Client
- Company
- ASICS Digital
- Website
- asicsdigital.com
- Employees
- 101-200
About ASICS Digital
ASICS Digital is the digital innovation arm of ASICS Corporation, focused on building consumer-facing digital products, e-commerce platforms, and data-driven solutions for the global sportswear brand. They operate as a technology and digital services organization supporting ASICS' transformation into a digitally-led brand, with teams spanning engineering,…
The Challenge
ASICS was relocating its North American marketing headquarters from the West Coast to Boston, and the move was confidential. The West Coast team had not been told. ASICS needed a new East Coast marketing leadership team without alerting its current employees. The task was to build a forward-looking marketing organization, in secret, and fast.
Our Approach
Chameleon Collective works well in high-stakes change. We partnered with ASICS's Global Head of Talent and CMO to define exactly the leadership they needed: experts in branding, CRM, and analytics who could lead a consumer-first transformation. Discretion guided everything. There were no public searches and no digital trail. We tapped our private network to quietly identify elite candidates with global brand experience and a track record of marketing innovation. We were not just filling roles; we were building a team that could create systems, not just run them, and lead from day one.
The Impact
We placed five senior marketing leaders who became the foundation of ASICS's new marketing hub, each strengthening the brand's vision. When our work was done, ASICS had the team and the tools to move forward without us.