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How ASICS Scaled Black Friday With Momentum-First Strategy & Full-Funnel Precision

About the Brand

Background

Black Friday has evolved into one of India’s most competitive D2C battlegrounds, especially in performance footwear where every brand competes for visibility, demand, and conversions. ASICS partnered with Digidarts to build a renewed Black Friday strategy for 2025 with a sharper mandate:
Scale bigger and smarter Build early momentum before competition peaks
Convert intent throughout the week, not just on the sale weekend
The core belief that shaped the strategy:
Momentum wins Black Friday, not discounts alone.

Objective

To engineer a full-week growth engine by:
Capturing high-intent audiences before the Black Friday rush
Scaling efficiently across Meta & Google
Aligning spends with inventory readiness
Maintaining strong funnel hygiene & efficiency throughout the sale
The goal: Outperform last year across every funnel stage, traffic, intent, conversions, and revenue.

Our Approach

A momentum-led, inventory-aligned, full-funnel performance strategy designed around three pillars

ASICS launched campaigns from 24–27 November, before most competitors activated their sale communication.
Key actions:
Captured demand and high-intent traffic early
Drove cost-efficient discovery audiences
Increased membership sign-ups & repeat visit volume
Built strong remarketing pools for the sale window
Impact:
Pre–Black Friday performance grew over 8× YoY
Two consecutive days delivered more than 3× YoY growth
Early days contributed a large share of the week’s revenue
Momentum became the biggest revenue driver of the week

Google became the efficiency engine, delivering high-intent traffic and strong ROAS.
Meta became the scale engine, bringing volume, new users, and top-funnel discovery.
Together, they created a continuous loop:
Demand → Remarketing → Conversion
Key levers:
Custom intent cohorts
Sequential audience warming
Cross-platform remarketing sync
Creative + message alignment across funnel stages

To ensure scalable growth without stock disruption, budgets were mapped to high-SOH categories such as:
Nimbus, Cumulus, Novablast, Superblast, Kayano
This ensured:
Stable conversion rates
Controlled media scaling
Consistent category-level performance
Efficient spend distribution throughout the week