Asics entered the Indian market in 2010 through a five-year partnership with Reliance Retail, and then set out independently in 2015. The brand now has 34 stores in Tier I and II cities. This year alone, more than 10 stores were added. The brand is targeting The brand plans to continue its focus on exclusive stores and also ecommerce channels. This year, about 20 per cent of sales in India were through these channels and the brand wants to hold on to those figures in the next four to five years.
The brand’s big markets used to be the US, Europe and Japan. But since these have matured, the next target is to tap China, India and Indonesia, which are heavily populated countries. By 2020, Asics aims at a 25 per cent growth.
Asics was developed in Japan in 1949 as a sports brand. Globally, and in India, Asics has been positioned as a true sports performance brand. In India, it has grown at a CAGR of over 30 per cent. The brand is also developing the athleisure segment to tap the mass market.
The aim is to ensure a quality lifestyle for consumers with every design or innovation. To that end, the company launched the I Move Me campaign last year to inspire consumers to play sports. Five running clubs have been set up in India with training sessions twice a week. The idea is not to sell Asics, but to train people for half- and full-marathons.