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ASICS India × Digidarts: Scaling Organic Visibility for a Performance Footwear Leader

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ASICS India × Digidarts | Performance SEO Engine | 186%+ Organic Growth | Non-Branded Visibility Expansion | ASICS India × Digidarts | Performance SEO Engine | 186%+ Organic Growth | Non-Branded Visibility Expansion | ASICS India × Digidarts | Performance SEO Engine | 186%+ Organic Growth | Non-Branded Visibility Expansion

About the Client

Background

ASICS is a global performance sportswear brand known for high-end running shoes and technical apparel, built on the philosophy of “Sound Mind, Sound Body.” In India, ASICS operates via its official ecommerce platform (asics.co.in) alongside a rapidly expanding offline footprint, targeting serious runners, training enthusiasts, and the growing athleisure audience. With an ambitious roadmap to scale to ~200 stores by 2026, ASICS India needed a stronger organic acquisition engine to support both ecommerce revenue and offline expansion.

Objective

To build a scalable SEO growth framework that would:

  • Increase organic visibility for high-intent non-branded queries
  • Strengthen authority across running, training, and SportStyle categories
  • Improve discoverability of key commercial categories and product pages
  • Reduce dependency on branded search traffic
  • Support store expansion and community initiatives via search

Our Approach

We restructured category taxonomy around real user search intent while preserving global brand guidelines.
  1. Clear separation of Running, Training, Tennis, SportStyle, and Accessories
  2. Keyword mapping across gender, use-case, and feature modifiers
  3. Optimized titles, H1/H2 hierarchies, meta tags, and internal linking
  4. Elevated hero and high-margin collections through structured linking
Impact: Improved ranking coverage for competitive commercial terms beyond brand queries.

To capture users earlier in the decision journey, we built educational content pillars.
  1. Running basics and injury prevention guides
  2. Pronation, cushioning, and performance tech explainers
  3. Training plans aligned with key city races and community events
  4. Contextual internal linking from guides to PLPs and PDPs
Impact: Informational traffic began assisting commercial conversions, increasing session depth and purchase intent.

A comprehensive audit addressed crawl and performance bottlenecks.
  1. Cleaned duplicate parameter URLs
  2. Improved mobile performance and Core Web Vitals on high-traffic templates
  3. Implemented structured data for products, breadcrumbs, and FAQs
  4. Canonical and hreflang alignment was required
Impact: Stronger indexing stability and improved SERP real estate.

To protect premium positioning:
  1. Integrated authenticity messaging into transactional journeys
  2. Reinforced official site and authorized stores as safe purchase channels
  3. Supported search visibility for store and authenticity queries
Impact: Higher trust signals and improved conversion alignment.

  1. SEO-optimized landing pages for ASICS Running Club and city-level initiatives
  2. Integrated “Shop the Collection” and “Find a Store” CTAs
  3. Aligned content calendar with store launches and event cycles
Impact: Stronger synergy between e-commerce, Instagram campaigns, and offline expansion.

Results & Impact

186%+

increase in organic sessions to priority footwear and apparel categories

120%+

growth in non-branded keyword clicks for running and training searches

⬆️

Significant uplift in traffic to educational hubs and community pages

⬆️

Improved ranking positions for pronation, cushioning, and training-related queries.

Brief about the problem statement

Scale Sunova’s D2C business while maintaining marketplace revenue shares.

Scale D2C sustainably by bolstering ROI

ASICS India × Digidarts | Performance SEO Engine | 186%+ Organic Growth | Non-Branded Visibility Expansion | ASICS India × Digidarts | Performance SEO Engine | 186%+ Organic Growth | Non-Branded Visibility Expansion | ASICS India × Digidarts | Performance SEO Engine | 186%+ Organic Growth | Non-Branded Visibility Expansion
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