ASICS has announced solid growth across the EMEA region in 2016, with the brand delivering an overall 3% increase in net sales to €886 million. The sales increase was largely driven by continued growth in running, ASICS’ key strategic category – with running footwear increasing by 2% and apparel by 3%. Another key contributor is the ongoing acceleration of the brand’s lifestyle category, ASICS Tiger, which grew an impressive 42%. Sales in ASICS’ own retail outlets grew by 15%.
In running footwear ASICS launched its brand new running shoe, DynaFlyte, containing the innovative material FlyteFoam. The award-winning midsole material – receiving positive product test reviews for its combination of light weight and optimum cushioning – will see FlyteFoam expand into a new series of ‘fast’ running shoe models, launching in spring 2017. ASICS adds that FlyteFoam has proved so successful it will also be rolled out across other sports, including the company’s top of the range tennis shoe, Court FF.
Alongside a market lead in technical running, ASICS is continuing to increase its strategic focus on young, urban city runners who require a more varied product that merges lifestyle and performance, such as the recently launched fuzeX Rush and GEL Quantum 360 knit.
Also, in its apparel collections ASICS is pushing a lifestyle aesthetic with functional materials to stronger connect with the fashion forward audience. This is demonstrated in the ‘JYUNI-collection’ – ASICS’ fashion-inspired premium running collection – with the brand teasing the new ASICS design silhouette for upcoming commercial apparel collections that ASICS will launch in 2017.
ASICS Tiger – the lifestyle expression of the performance brand – posted strong results in 2016, growing 42%. According to ASICS, these results can be attributed to the brand’s consistent messaging around the iconic ‘GEL collection’, plus its continuous updates, reimagining of classic styles and creative collaborations.
2016 saw ASICS launch a new global retail concept, premiering in the brand’s first store in Brussels ‘putting consumer at the heart of the retail experience’. The new store concept is part of a consumer led approach which will see ASICS roll out two global social initiatives; ASICS FrontRunner community and the launch of the SMSB-crew, an urban community with a ‘shared passion and a holistic approach to a life well-lived through sport’.
Alistair Cameron, CEO of ASICS Europe said, “In 2016 our focus was on a consumer centric approach across the business. We streamlined the distribution of iconic running models to avoid over-distribution and ensure a more diverse product offer with our accounts. Despite this tough strategic decision, impacting the short-term business results, ASICS continued healthy growth across the business.
“The global roll out of the ASICS FrontRunner community, alongside integration of FlyteFoam across a number of ranges shows our continued growth in running and why we remain the market leaders in technical footwear. Looking ahead to the rest of the year, I’m really excited to see the development of the ‘SMSB-crew’ – a global community of sport and creative enthusiasts promoting ASICS’ founding philosophy of ‘A Sound Mind in A Sound Body’ – inspiring a generation of young people to get out and be active, setting ASICS up for a strong 2017.”
