A data profile of the people who buy, follow and care about ASICS in Australia — modelled from more than twelve digital signal sources. ASICS has an estimated audience of 2,568,595 people in Australia.
The average ASICS fan in Australia is 37.9 years old, balanced, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include New Balance, Puma, Rebel Sport, with strongest over-indexing on New Balance (3.36× the country average).
Demographically, the ASICS audience skews balanced with an average age of 37.9, and over-indexes on personality traits such as Sports Activity, Indulgence.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical ASICS fan in Australia is balanced, around 37.9 years old, with strong Sports Activity tendencies and a notable affinity for New Balance.
The key figures that characterise the ASICS profile in Australia.
51.9% are female, 48.1% are male, average age 37.9.
| Metric | Value |
|---|---|
| Female | 51.9% |
| Male | 48.1% |
| Average age | 37.9 |
| Estimated audience size | 2,568,595 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 20% | |
| 20-29 | 24% | |
| 30-39 | 20% | |
| 40-49 | 18% | |
| 50+ | 18% |
of the worldwide ASICS audience comes from Australia.
| Country | Share |
|---|---|
| United States | 18.5% |
| Japan | 9.8% |
| France | 5.8% |
Where the ASICS audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | New South Wales | ~1M | 1.33× | |
| 02 | Victoria | ~900K | 1.17× | |
| 03 | Australian Capital Territory | ~60K | 1.14× | |
| 04 | Queensland | ~700K | 1.10× | |
| 05 | South Australia | ~200K | 0.90× | |
| 06 | Western Australia | ~300K | 0.84× | |
| 07 | Tasmania | ~40K | 0.81× | |
| 08 | Northern Territory | ~20K | 0.74× |
The strongest cross-interests of the ASICS audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Saucony | Sports | 9.06× | ||
| 02 | The Athlete's Foot | Shopping | 6.00× | ||
| 03 | Puma | Fashion & Accessoires | 5.38× | ||
| 04 | New Balance | Fashion & Accessoires | 3.36× | ||
| 05 | Sneaker collecting | Fashion & Accessoires | 2.82× | ||
| 06 | Foot Locker | Shopping | 2.70× | ||
| 07 | Rebel Sport | Sports | 2.46× | ||
| 08 | Nike | Fashion & Accessoires | 2.45× | ||
| 09 | JD Sports | Shopping | 2.34× | ||
| 10 | Adidas | Fashion & Accessoires | 2.15× | ||
| 11 | Uniqlo | Shopping | 2.08× | ||
| 12 | Sports equipment | Sports | 2.07× | ||
| 13 | Sportswear (activewear) | Fashion & Accessoires | 1.98× | ||
| 14 | Sneakers (footwear) | Fashion & Accessoires | 1.97× | ||
| 15 | David Jones | Fashion & Accessoires | 1.88× | ||
| 16 | Men's clothing | Fashion & Accessoires | 1.83× | ||
| 17 | Country Road | Fashion & Accessoires | 1.72× | ||
| 18 | Cotton On | Fashion & Accessoires | 1.64× | ||
| 19 | Rugby union | Sports | 1.55× | ||
| 20 | Myer | Fashion & Accessoires | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sports Activity | POWER | 1.47× | |
| Indulgence | JOY | 1.36× | |
| Early Adopter Mentality | POWER | 1.36× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.79× | |
| Tradition | CONSERVATISM | 0.80× | |
| Need for Security | CONSERVATISM | 0.84× |
ASICS's target market in Australia covers an estimated 2,568,595 people, concentrated in New South Wales and Victoria.
51.9% of the ASICS audience are female, 48.1% are male, with an average age of 37.9 years.
ASICS fans show strongest brand affinity for New Balance (3.36×), Puma (5.38×), and Rebel Sport (2.46×) over the country average.
ASICS fans in Australia are most concentrated in New South Wales (reach ~1M), Victoria (reach ~900K), and Queensland (reach ~700K). These three regions account for the largest share of the active audience.
Beyond ASICS itself, the audience over-indexes on Puma (5.38×), Rebel Sport (2.46×), Myer (1.52×), and Sportswear (activewear) (1.98×) compared to the Australia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for ASICS. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Australia. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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