ASICS x Forter
How a global athletic brand stopped letting fraud prevention slow them down — and turned a legacy manual process into a 1,100% ROI.
ASICS has spent 75 years helping athletes perform at their best. Their fraud prevention strategy, unfortunately, wasn't keeping pace. A manual review process built on rigid rules was flagging legitimate customers, frustrating the people who just wanted to buy running shoes, and burying the customer service team in decisions that shouldn't have required human eyes at all.
The numbers at the end of this story are hard to ignore — a 95% approval rate climbing to 99.52%, monthly chargebacks dropping 90%, $250K in pending card network penalties avoided. But the real story is simpler: what happens when a brand stops treating its own customers like suspects. The writing goal was to let that tension breathe a little — to make the before feel genuinely frustrating before making the after feel earned.
