ASICS Europe has announced strong growth across the Europe, Middle East and Africa (EMEA) region, delivering an overall 7% increase in net sales to €248 million between January and March 2016.
The increase was largely driven by strong growth in running, stand-out sales in indoor and a huge acceleration in the brand’s lifestyle category, ASICS Tiger.
The results for the first quarter of 2016 demonstrate solid growth in running, the brand’s key strategic category, with running footwear sales increasing by 7%. ASICS grew particularly strongly in women’s performance running apparel which saw a 14% increase. In indoor footwear, ASICS sales increased by 15% overall, with stand-out growth in volleyball and in squash/badminton footwear.
ASICS Tiger, the lifestyle expression of the performance brand, which has ‘captured the attention of sneaker heads’ by giving iconic ASICS running shoes from the 90s a new lease of life, nearly doubled its business in 2016 compared to the first quarter of 2015.
A large part of this growth was down to ASICS Tiger’s latest iconic model, the GEL-KAYANO EVO which delivered the brand’s highest sell-through to date at premium, lifestyle sports-fashion retailers. Most recently, the ‘Origami Pack’ of the hugely successful GEL-KAYANO EVO has been rolled out alongside the brand’s biggest lifestyle marketing campaign to date. ‘One with the City’ celebrates modern city living across key cities, including London, Milan, Berlin, Paris, Madrid, Moscow and Cape Town which was well received across digital media.
The key markets that contributed to ASICS’ strong sales increase across the EMEA region were Russia with triple-digit sales growth, alongside France, Germany, Sweden, Austria, Poland and South Africa who all recorded double-digit sales figures. Sales in ASICS’ own retail stores increased by 15%.
Alistair Cameron, CEO of ASICS Europe said “We’re extremely pleased with our strong start to the year. In running, ASICS maintains above-market growth, in part thanks to new collections like ‘fuzeX’ which is aimed specifically at younger runners and fuses performance with style. In the coming quarter, we’ll continue to innovate in performance running with the launch of ASICS’ fastest distance running shoe, a brand new model which will feature a cutting-edge, lightweight midsole material.”
He continued, “Following years of double-digit growth, which has seen ASICS double its business in the last five years, 2016 is about consolidated growth for the brand. In the future, ASICS plans to focus its resources on a smaller group of quality retail partners whom we will work closely with. This will allow ASICS to maintain high levels of service for consumers and ensure our positioning as a premium sports and lifestyle brand results in sustainable long-term growth.
“We will also continue to reinforce our organisation globally, linking category Centres of Excellence with regional offices and expanding our footprint in the emerging markets, such as the recently opened ASICS Middle East in Dubai.”
