ASICS STORES, GLOBAL

ASICS was founded in 1949 by Kihachiro Onitsuka, who manufactured shoes in his home town of Kobe, Japan. At the core of the brand is the philosphy ‘if you fail, keep going until you succeed’. We work on a global basis with ASICS to develop retail store concepts, including flagships.


We work on a global basis with ASICS developing retail store concepts, including flagships

We were commissioned by ASICS Europe to create the original global store concept for a new flagship store in Amsterdam. The brief was to increase brand awareness, provide an enhanced customer experience, generate sales and also build brand loyalty. Overall, the aim was to bring to life a 3D expression of the brand’s DNA.

The store needed to incorporate a number of specific elements: ASICS's Running Lab, ASICS's Foot ID, ASICS's Running Club and a sales area for ASICS’s entire performance collection of apparel, footwear and accessories. The concept was subsequently further developed for flagship stores in London, Barcelona and Stockholm.

The concept was subsequently further developed for flagship stores in London, Barcelona, Hamburg and Stockholm

A flagship store opened in Sydney, Australia in May 2013, followed by further flagship openings. In order to increase ASICS's retail presence further still, a smaller format Tier 2 standalone retail concept has now been launched, which distills the key elements of the flagship concept.

They get us closer to the consumer. They look, they listen & then they act, always with agility and tenacity”
ウエスト社はお客様起点の活動をサポートしてくれています。彼らはお客様を理解するために刮目、傾聴し、そして機敏、かつ粘り強く良く活動してく
— SHIRO TAMAI (GENERAL MANAGER, GLOBAL SALES DIVISION, ASICS)