ASICS names new global brand communications director

Japanese footwear brand ASICS has appointed Caroline Fisher (pictured left) as its global brand communications director. In her role, Fisher will focus on putting ASICS' founding philosophy at the heart of the brand's communications. 

She will report to Gary Raucher (pictured right), global head of marketing and executive board member at ASICS, MARKETING-INTERACTIVE understands. 

Prior to this role, Fisher was a communications director leading communication for ASICS in the EMEA region. She was previously the founding partner at Big M Marketing, a strategic marketing consultancy based in Amsterdam, and the VP of communications at TomTom, a brand, corporate communications, PR, social media and internal communications agency, according to her LinkedIn. 

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Her longest stint was as a director at Porter Novelli in London where she served the company for just over seven years. During her time at Porter Novelli, Fisher headed up the technology practice and developed campaigns for technology brands. 

MARKETING-INTERACTIVE has reached out for a statement. 

ASICS is a sportwear brand founded in Japan aiming to nurture youth and the development of society through sports. The brand's founding philosophy 'A sound mind, a sound body' expresses its desire for people around the world to live healthy, happy lives both physically and mentally. 

Since its founding in 1949, the Japanese brand has expanded globally, including Asian offices in Taiwan, Hong Kong, China, Thailand, Korea, Vietnam, Malaysia and Indonesia. 

Most recently, the brand released a global campaign in September 2024 in partnership with actor Brian Cox. The campaign aims to motivate workers to leave their desks and move more for their mental health. 

The campaign features a 75-second film with Cox as the "world's scariest boss", rallying employees to take a #deskbreak by stating facts on why the desk we work at every day is a threat to mental health.

The 360 integrated campaign by Golin was executed across OOH, influencer, earned and social and followed ASICS’ global State of Mind study, involving 26,000 participants. The study revealed a strong connection between sedentary behaviour and mental wellbeing with state of mind scores declining the longer individuals remain inactive.

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