ASICS x Zeno
ASICS partnered with Zeno Group and Snapchat to reach new audiences through a full-funnel campaign. By testing Sponsored Snap in Chat, the brand unlocked cost-efficient reach, strong ROAS, and major Gen Z momentum—proving ASICS has real motion across the funnel.
A Legacy Brand in Motion
Founded in 1949, ASICS has maintained a long heritage of pushing the boundaries of performance running. The Japanese sportswear brand emphasizes research-driven innovation and is known for its advanced footwear technologies like GEL™ cushioning.
To grow its U.S. presence, ASICS set out to drive both awareness and performance across the funnel. Using innovative upper-funnel formats on Snapchat, the team aimed to reach incremental audiences with bold, full-screen messaging to capture the attention of Snapchat’s unique user base.
Performance-Driven Strategy with Lift at Every Step
Partnering with Zeno Group and Snapchat, ASICS launched a six-week campaign that reflected the trio’s shared spirit of experimentation for better performance. The media plan combined proven lower-funnel conversion tactics with upper-funnel prospecting designed to engage runners at every stage of their journey.
At the bottom of the funnel, ASICS used its established creative and targeting strategy to re-engage high-intent shoppers. At the top, the creative introduced new audiences to the brand’s performance ethos. To further expand reach, the team tested Snapchat’s Sponsored Snap format.
To measure the impact of this new placement, ASICS isolated a chat-only Sponsored Snap campaign to evaluate whether impression-based buying in a high-engagement environment could still drive downstream results. This test opened access to inventory not included in ASICS’ standard campaigns, enabling the brand to reach Gen Z where they naturally spend time: the chat feed.
Across the broader campaign, ASICS paired high-trust conversion ads with upper-funnel innovation, creating a unified path that delivered efficient scale and performance:
3.5x ROAS in chat-only Sponsored Snap campaign 1
$1.42 CPM 1
58% of Sponsored Snap purchases from Gen Z, the priority audience 1
9x ROAS in lower-funnel campaigns 1
11x ROAS in prospecting campaigns 1
This campaign proved ASICS can unlock incremental reach while still driving strong revenue impact by pairing innovative upper-funnel formats with trusted performance tactics. The Sponsored Snap test broadened the brand’s footprint and strengthened lower-funnel efficiency, demonstrating that new ad environments can fuel meaningful lift across the entire funnel.
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