[ JAPANESE / ENGLISH ]

Photos courtesy of ASICS Skateboarding
Special thanks_ASICS

VHSMAG (V)：　ASICS Skateboarding was launched in Japan. How has the brand’s vision and direction evolved from those early days to where it is now?

Kaspar van Lierop (K)：　I wasn’t involved in the early launch in Japan, but as an outsider it seemed to have little identity and to have a more careful approach. I feel like today, the brand has a stronger vision and it’s well received. We try to do things slightly more unique, and try to separate ourselves from other brands by doing things differently and be somewhat unexpected or untraditional.

V：　The brand now has a strong and respected presence coming out of the US. How do you see this growth?

K：　The ASICS skate brand is indeed strong, in particular on the east coast. We started with a small distribution and a small product line. So the business is not big at this point. But I hope that with continued successful marketing and the strategically curated skate team, we continue to create demand, and with thoughtful expanded distribution, and also the new Leggerezza FB shoe, I see potential for solid but healthy growth.

V：　Good branding, including visuals, team curation, and videos, seems central to ASICS Skateboarding’s success. In your view, what makes “good branding” in skateboarding?

K：　I guess it is a little different for everybody and it changes through the years. My take would be a combination of the riders, videos and ads being inspirational, relatable, fun, unique and of course authentic, backed by good looking, comfortable well performing products.

V：　What are the non-negotiable elements a skate shoe brand must uphold to earn real trust?

K：　Be authentic to the culture, be authentic to yourself. For ASICS we continue to highlight that we are an athletic brand from Japan with the best quality product. We are not trying to hide that or be something we are not.

V：　ASICS Skateboarding has riders across the world. How do you manage the balance between local identity and global presence?

K：　Sometimes we look at the business and get new riders strategically. For example, we opened up skateshops in France, so we got a few French riders on board. But mostly we look at the talent, how they fit the brand and can help elevate ASICS globally, even if they are from a place where we are not doing business yet.

V：　What do you prioritize most when choosing riders and creatives?

K：　I think all of it matters. But I also look at the overall team to see what’s missing or perhaps already over-represented. Skill you see in Jaakko, style would be Gino and Brent, personality is Akwasi or Monica etc. With so many skaters being so good, I also really like to find skaters that are unique, intriguing, easy to remember and inspiring. Emile, Evan (Wasser), and Akwasi are examples of very special skaters, there is nobody else that looks or skates like them.

V：　As a major sports brand, how do you think ASICS should approach and respect skate culture?

K：　We try to do our own thing. Again, be authentic to skate and authentic to ASICS. In general, we are less loud, more reserved. We are not trying to be bigger or better, we create our own lane. I hope we offer something new and refreshing.

V：　When corporate and cultural perspectives clash, how do you personally navigate that balance?

K：　I am always trying to understand each side, and be the middleman to educate each party. I often explain to big brands about how skateboarding works. And I try to apply a big brand's goals in skateboarding by talking to the people in the community in their own “language.” I try to find middle ground. Sometimes it's hard but if you have good relationships and treat people with trust and respect, you can get a lot done and eventually do it right.

V：　Looking back, are there any projects that stand out as particularly meaningful or pivotal?

K：　The first global launch video we did and how well received. That and the whole marketing campaign were certainly one of my career highlights. Whenever I am sad, I go look at those wonderful YouTube comments.

V：　What are the next challenges or goals you’d like to take on with ASICS Skateboarding?

K：　Slowly grow the business, become more profitable. But this all takes time. The economy is a little challenging right now, so we have to be patient. No need to rush and make mistakes.

V：　What kind of value do you want the brand to offer the skate community?

K：　Respect and inspire the culture. And in the long term it is possible, grow participation and global skate business for everyone.

V：　Where do you hope ASICS Skateboarding will be in five or ten years?

K：　A globally respected and desired skate shoe brand, known tasteful, inspiring, unique marketing and best quality product.

Kaspar van Lierop
@kvl.connect @asics_skateboarding

Born in the Netherlands, Kaspar van Lierop serves as the brand manager for ASICS Skateboarding, overseeing rider selection and creative strategy. As a sports brand originating in Japan, he works to build unique global value while deepening the brand’s understanding of skate culture.