ASICS FrontRunner Community Hub
Client: ASICS
The case summarized in brief! 🚀
The challenge
Over 600 ASICS FrontRunners—active brand ambassadors—from 33 countries, speaking 25 different languages—an impressive diversity! On top of that, an expanded audience of tens of thousands of running enthusiasts. How do you manage to develop a digital platform where active ASICS FrontRunners can share their passion for running with like-minded people from all over the world, and where an annual application process with over 26,000 participants can be carried out efficiently and easily?
The solution
Our goal was to create a digital platform that captures the passion for running in a unique way and, at the same time, not only improves the experience for website visitors, but above all makes the work of the ASICS team behind the scenes much easier. Based on these building blocks and by combining sporty, aesthetic design with UX-optimized processes and technologies, we have created a platform that invites runners to share their passion with each other and achieve new goals together.
Our requirements for the platform
Supporting and engaging a global running community with over 600 brand ambassadors requires flexible and, above all, high-performance digital solutions. Our CMS offers a multilingual platform that makes it possible to address applicants from all over the world in their native language. With the help of different user roles for runners and employees, the community is organized efficiently and clearly.
These include:
- Athletic aesthetics: The integration of inspiring images of runners in action to spark enthusiasm for the sport and represent the diversity of the community.
- Personalized profiles: An area where runners can share their personal achievements, goals, and preferences to build a strong community.
- Blog feature: A place where runners can share their own experiences, give tips, and recount their adventures.
- Event management: The ability to organize and promote virtual and real-life running events to bring the community together.
- Elegant admin UI: Integration of an admin UI for content maintenance, post creation, and, above all, management of all applicants and FrontRunners in the community.
Community managers can elegantly maintain content in the CMS
Technology in the background: Headless CMS and a modern front end
Behind the ASICS FrontRunner platform is a headless Payload CMS, which allows us to combine a variety of functions in an appealing design. From the intuitive backend for administrators to the personalized profiles of the runners—every detail has been carefully thought out.
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Our goal was to create a platform that is easy to use for both experienced users and runners with no technical knowledge. In addition, 33 different countries with 25 different languages were taken into account. One highlight is the integration of the Arabic language with a different reading direction, which required the design to be adapted for this language.
Continuous development
The ASICS FrontRunner platform is undergoing a process of continuous optimization and expansion. In collaboration with ASICS, we are continuously developing the platform to meet the changing needs of the community. This includes regularly updating content to keep the platform current and relevant.
We pay particular attention to integrating new interactive features that improve the user experience and bring the community closer together. These include new opportunities for members to network, enhancements to event management tools, and the implementation of innovative features for personalizing user profiles.
It has been an exciting journey, and it is far from over: creativity, dedication, a can-do attitude, and a healthy dose of fun—all of this has made it even more enjoyable, even with tight schedules. Let's continue this adventure with the same enthusiasm—we are just getting started!
Niccolò ScelfoASICS FrontRunner Central Community Manager
The annual application period for new members poses another challenge—in 2024, there were over 26,000 applications in total. Our focus in the design phase is on making the application process as simple and intuitive as possible for potential applicants. This includes clear user guidance, fast loading times, and a responsive design that works optimally on all devices.
Even after the application phase, the platform remains up to date thanks to regular updates and optimizations. This includes regular CMS updates, performance optimizations, and the introduction of security measures to protect user data in the best possible way. Through these continuous improvements, we ensure that the ASICS FrontRunner platform remains a vibrant and dynamic meeting place for runners worldwide in the future.
Conclusion: Running connects people, whether in real life or digitally
The ASICS FrontRunner platform is more than just a digital solution—it is the heart of a global running movement that connects people around the world. Whether through inspiring stories, shared experiences at virtual and real-life events, or the exchange of tips and experiences, this is where the passion for running comes to life.
With ongoing development and a clear vision for the future, we are committed to ensuring that this platform remains a place where runners of all levels feel at home. Ultimately, it's about achieving new goals together and sharing the joy of running—both digitally and analog.
Sounds interesting? Let's talk:
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