How we helped this established sportswear brand increase CLV by 28%

Business Problem(s)

ASICS, a globally recognized leader in performance footwear and athletic apparel, was seeking to strengthen its foothold in the U.S. market. While the brand had high awareness and consistent traffic, they lacked a clear framework for measuring and optimizing customer retention and lifetime value (CLV). Growth efforts were primarily acquisition-driven, with limited visibility into which marketing efforts truly translated into long-term customer value. The U.S. team needed a smarter, more sustainable path to profitable growth.

 What We Did

Propelytics partnered with ASICS to design and implement a data-driven revenue and retention strategy tailored to the U.S. market. Our work included:

• Developing a CLV-centric growth framework that prioritized retention alongside acquisition

• Establishing segmented revenue and retention targets across key customer cohorts

• Analyzing cohort behavior to identify high-performing marketing strategies

• Building a performance dashboard to track customer health, frequency, and spend over time

• Collaborating with regional marketing teams to scale winning tactics across channels and geographies

Results

• +28% increase in Customer Lifetime Value (CLV) from replicating high-impact retention strategies

• +5% growth in active and purchasing customers driven by smarter segmentation and targeting

By shifting the growth model from volume to value, ASICS was able to build a more resilient and scalable foundation for long-term success in the U.S. market.