ASICS s’offre l’application Runkeeper pour 85M$

La marque japonaise ASICS vient de racheter Runkeeper, application bien connue des runners. Avec ce rachat, ASICS entend bien mener la vie dure à ses principaux concurrents, Nike et adidas.

Après le rachat en août 2015 de Runtastic par adidas, c’est donc au tour d’ASICS, un des autres cadors des équipementiers sportifs, de mettre la main à la poche pour s’offrir la possibilité de fédérer une communauté entière de runners à travers une application mobile : avec 33 millions d’utilisateurs dans le monde, Runkeeper fait partie des applications de running les plus utilisées.

Pour Jason Jacobs, fondateur de FitnesseKeeper, société éditrice de Runkeeper, « il semble clair que la marque de fitness du futur ne fabriquera pas seulement des produits physiques, mais sera aussi une part entière du parcours du consommateur, de manière à garder les gens motivés et maximiser leur plaisir de faire du sport. En plaçant ces deux éléments ensemble (une plateforme de fitness et des produits de classe mondiale), vous pouvez construire une nouvelle marque qui a une relation plus profonde et plus en confiance avec les consommateurs, qui peut les engager de manière plus personnalisée ».
S’il assure que « pour les utilisateurs, peu de choses changeront« , ASICS devrait bel et bien mettre sa patte, au moins graphique, sur une des applications de running qui se veut une des plus complètes sur le marché.

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