ASICS Has Unveiled A New Identity In The Opening Of Its NYC Flagship Store
The sport retailer aims to revitalize brand through modern shopping experience
Footwear and sports performance retailer ASICS has opened the doors on its flagship store in New York City. Stationed on Fifth Avenue, the city’s shopping mecca, the shop celebrates the brand’s heritage and expresses its mantra SOUND MIND, SOUND BODY ™ in the shopping experience to reach a wider variety of consumers. The store also features the company’s two unique brands, ASICS and ASICSTIGER, a lifestyle brand that draws from its Japanese background, for the first time together in a US location.
As Gene McCarthy, President and CEO, ASICS America Corporation explains:
“ASICS is proud of its unique approach to the retail experience and our product development that focuses on maintaining a healthy lifestyle as a whole. By combining two of our uniquely different brands, we are offering consumers a wide range of quality performance and lifestyle shoes and apparel for an array of needs – directly addressing the shift in the way people are working out and moving today. We are truly excited to see how consumers respond when we bring the essence of our brand and our heritage to the streets of New York City for our biggest presentation of the brand yet.”
The move follows a period of flat sales for the company. To combat this, the company is finding new ways to connect with mobile consumers. The ASICS Studio app offers users workout routines from top-rated professional trainers. The workouts are paired with a music playlist aiming to match the energy and excitement in boutique fitness classes. The studio workouts include strength training, treadmill, fusion (strength and cardio), outdoor running, elliptical and indoor cycling.
ASICS has also used the space to introduce its new global campaign MOVE ME ™ via a live sensory experience exhibited by sight, sound, and motion. Visitors will notice an infinity mirror, LED light columns, and strategically-placed visuals.
“Every design and material detail has been elevated and considered against ASICS’ heritage and local context, bringing a distinct New York attitude to the space,” says Sam Derrick, Director at Brinkworth, the agency that partnered with ASICS on its campaign.
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