ASICS has announced growth across the EMEA region between January and September 2016, with the sport performance brand delivering an overall 4% increase in net sales to €695m.
ASICS stated that the sales increase was largely driven by strong growth in running, ASICS’ key category, with running footwear increasing by 6% and apparel by 3%.
Another key contributor is the brand’s lifestyle category, ASICS Tiger, which grew 54%, compared with the first three quarters of 2015. Sales in ASICS’ own retail outlets grew by 16%.
In running footwear, ASICS also launched its new running shoe, DynaFlyte, containing the material FlyteFoam, developed in ASICS’ Institute of Sport Science. The midsole material will see FlyteFoam expand into a new series of ‘fast’ running shoe models, launching in spring 2017.
The recent quarter saw ASICS launch its new global digital division to focus on digital technologies that help better connect with consumers. The Boston based division is led by Jason Jacobs, founder and CEO of RunKeeper - acquired by ASICS in 2016.
ASICS has also opened a new customer experience centre in Barcelona to centrally manage all consumer interactions for the EMEA region, with the aim of delivering cutting edge customer service.
Alistair Cameron, CEO, ASICS Europe B.V. commented: “In 2016, our focus on a more consumer centric approach and streamlining of our distribution – with focus on fewer, more high-quality accounts offering a more diverse product range - has resulted in healthy growth across the business.
“There have been clear strides forward in building a stronger brand between performance and lifestyle and we’ve put digital marketing at the heart of our communications. Our aim is to inspire the new generation who see fitness as part of their daily lives, by offering products that merge performance with lifestyle. At the same time, we continue to lead the way in technical running as demonstrated by the success of ASICS DynaFlyte.”
Alistair Cameron also spoke to sportindustry.biz last month about what’s coming up with the brand, and its recent partnership with The Running Charity, to read the article click here.