‘We’re in the dark’: Asics wades warily into micro-influencer marketing

Asics wants to work with more micro-influencers but is finding it tough to justify the value they bring.

Smaller influencers are being recruited to join the brand’s influencer-led community “FrontRunner,” which launched in 2010. Since then, influencers have become more expensive to employ, which for a brand like Asics that would rather reward influencers with free shoes and gear instead of cash, has made growing a community of loyal followers harder. Now, it’s considering social...

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