Case Study: ASICS boosts marathon app engagement and accelerates development 2–3× with Contentful

ASICS / AQ make marathon racing more engaging with Contentful platform

AQ — a Tokyo-based design agency — partnered with ASICS to build a marathon companion app delivering logistical info, training tips and event merchandise. The project required tight coordination across ASICS teams and external committees, frequent last-minute content revisions, and support for diverse in-app content (geo-tagged data, videos, images and text) that traditional CMSs couldn’t handle without creating technical debt.

AQ implemented Contentful to centralize collaboration, define flexible custom content models with built-in validation, and leverage Management and Delivery APIs to automate content reuse and updates. The outcome: content mapping completed in days, fast editor onboarding, reusable content and an out-of-the-box mobile infrastructure — enabling 2–3× faster app development, fewer errors and much lower technical debt.

ASICS