ASICS

How ASICS looked to its recent past to create a new category of sneakers 👟 In 2019 we launched ASICS SportStyle, a lifestyle range inspired by sports and defined by style. Led by strong momentum in Europe and North America, SportStyle is elevating how the world sees ASICS and bringing #SoundMindSoundBody to life. With fashion brand Onitsuka Tiger already celebrating our heritage, SportStyle gave us a new way to mine the huge ASICS design archive. Our SportStyle range includes 90s ASICS classics and shoes that blend advanced technology and style. Restructured modern silhouettes sit beside Vintage Tech models based on our early 2000s archive. This is much more than a revival. SportStyle references our recent past to create something new. Our SportStyle team works across five cities to deliver collaborations with global creators and recently went head-to-toe with a range of SportStyle apparel. With SportStyle, ASICS set out to uplift minds and inspire movement through culture and daily life, not just sports. A bold move for a sports brand. But sometimes you can only move forward by acknowledging your past. #InsideASICS #ASICSSportStyle

What happened when Mitsuyuki Tominaga met celebrated designer Kiko Kostadinov. Follow our COO for more views from the ASICS boardroom.

Koji Hayashi features in Bloomberg’s latest CFO Briefing 💹 Our CFO has played a major role in steering ASICS towards record profitability. This week he told Bloomberg how ASICS manages foreign-exchange risk and why ASICS turned away from Japanese banks in favor of big global investors and individual shareholders. Hayashi also reveals a unique way to build relationships with analysts and investors. In 2024, he started running marathons with them. Bloomberg subscribers can access the full interview here: https://lnkd.in/gxe_G-pe #InsideASICS

Our global leadership team recently gathered for a four-day summit in Japan. First item on the agenda: some photobooth fun courtesy of SportStyle 📸 Then it was down to business as the team discussed supply chain transformation, a global growth strategy for SportStyle, and our plans in Soccer. There was also time for a tour of the ASICS Institute of Sport Science and a discussion around key research themes. Finally, any remaining scores were settled on the indoor court at ASICS HQ, in a game of executive pickleball. #TeamASICS

In 2018, I was hired by ASICS as Chief Information Officer at a time when our digital strategy was virtually nonexistent. Fast forward six years and here I am introducing our digital strategy at the World Marketing Summit. We’ve come a long way.    My presentation told the story of how ASICS transformed from a wholesale business that had no idea who its customers were, into a company with thriving digital services. The story begins with a concept known to every student of marketing: touchpoints. Basically, we focused on increasing the number of touchpoints and creating new value beyond products. We call this the runner’s journey.    At the time I joined, ASICS had recently acquired Runkeeper, a popular fitness app in the US. This was followed by Race Roster and other acquisitions. When ASICS only sponsored races, our typical contact period with customers was three days. Since then, we’ve built a Running Ecosystem that supports our customers over a period of six months from race registration to training to race day to registering for the next race – a cycle that repeats itself because running is highly addictive.    These services bring runners into OneASICS, our digital loyalty program that’s helped grow our e-commerce share of sales from 4% to 18% in just five years. But OneASICS is more than just e-commerce. It’s an entire operating model that connects digital services, product information, retail, wholesale, and customer service. It stores your foot data and even tells our research and design teams what products to develop next.    It was a great honor to share our digital transformation journey at the World Marketing Summit founded by the esteemed Philip Kotler. The clip below is just my introduction – WMS members can access the full video at the link below. To the 300+ strong digital team at ASICS, you’ve accomplished amazing things and the best is yet to come.    #WorldMarketingSummit24 #DX #OneASICS    URL: https://lnkd.in/gcAtck4Y 

The Kobe Marathon has a special place in our heart 💙 Our hometown of Kobe is the birthplace of the marathon in Japan, with the first race held here in 1909. The course follows Kobe’s dramatic urban shoreline, including Port Tower and Kobe Ohashi Bridge, with the finish line on Port Island not far from ASICS HQ. The Kobe Marathon 2024 was held last month and ASICS employees were out in force as runners and volunteers. Congratulations to all the finishers and see you again next year! #ASICSRunning #Marathon

ASICS sets a new personal best in Investor Relations 🤝 At the recent IR Prime Business Awards in Japan, ASICS took home the Best IR Award and the Most Liked! IR Award, reflecting the great work of our IR team 👏 The judging panel of the Best IR Award cited the following reasons: – Our management team openly discusses strategies and forecasts. – We provide clear responses and explanations, with specific figures. – Our CFO Koji Hayashi engages in dialogue from the investor’s perspective. – The themes of dialogue are wide-ranging, with more opportunities added. – Our earnings reports and events such as Investment Day are easy to understand. Meanwhile, the Most Liked! IR Award was voted for by all applicants in recognition of efforts to shorten the distance between management and investors. It’s the second year in a row that ASICS has picked up both awards. Read the press release here: https://lnkd.in/g9zyRvUS #InsideASICS

Some highlights from The Running Event in Austin, Texas last month 👟 TRE is North America’s premier run and outdoor specialty trade show and the perfect venue for ASICS to demonstrate its latest innovations in Human-Centric Science. Researchers from the ASICS Institute of Sport Science (ISS) were at #TRE24 to explain how the study of human body shape, physical movement and user needs informs the design of running shoes such as the GEL-NIMBUS 27. Performance Running, Trail Running and SportStyle are all major growth drivers for ASICS in North America. The market loves our blend of Japanese craftsmanship and performance-driven innovation. Toshikazu Kayano, legendary designer of the original GEL-KAYANO, was even at our booth to sign autographs for the true ASICS fans. Big thanks to all the retailers who stopped by our booth and the hundreds of volunteers who joined our Trail Cleanup removing over 250 kg of trash from local Austin trails 💙

A hometown reopening. Just in time for the Kobe Marathon on Nov 17th, ASICS reopened its Kobe store. 👟🎊 The renewal includes some of our most advanced store design features: – A bright, open interior that seamlessly integrates all products and services. – Smart Display that lets you compare a product digitally while holding it in your hands. – ASICS FOOT ID 3D that uses five cameras to capture seven different foot measurements and stores your foot data instantly in your #OneASICS account. We’ve also expanded our SportStyle range and our local running program for athletes of different levels. Be sure to stop by on your next visit to Japan! #SoundMindSoundBody #ASICSStore

This week, media and investors gathered for our latest Investment Day in Tokyo to hear what ASICS’ accelerating growth means for key stakeholders. President & COO Mitsuyuki Tominaga (center) announced a major upward revision in ASICS’ Mid-Term Plan 2026, with initial targets already surpassed two years ahead of schedule. Target Operating Income for 2026 has been revised upwards from 80 billion yen to 130 billion yen, and Operating Profit Margin from 12% to 17%. Tominaga also announced investments to further strengthen innovation and digital excellence, and a profit-sharing mechanism for all 9,000 ASICS employees. ASICS has set its sights on becoming the world’s no.1 running brand and is experiencing huge growth in the sports lifestyle and luxury sneaker categories. Read the full summary here: https://lnkd.in/gpWz9P4H #InsideASICS