ASICS Has Unveiled A New Identity In The Opening Of Its NYC Flagship Store

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

Kiran Umapathy
  • 1 january 2018

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.


+asics studio app
+brand identity
+new york
+sensory experience

More in retail


Lacoste Stores Are Adopting Alipay To Attract Tourists From China

Lacoste banks on Chinese tourism by accepting Alibaba's payment system at its U.S. stores

19 January 2018

How AI Enables Retail Personalization At Scale

PSFK researchers took a closer look at how brands can leverage AI to offer more personalized services and recommendations to their customers

19 January 2018

The Latest


PSFK is proud to host a special half-day conference with expert speakers on new opportunity in brick & data retail

January 17, 2018 | New York City

At PSFK 2017, Peloton Co-Founder and COO Tom Cortese discussed how the company aims to utilize the power of Web 2.0 to marry the comfort of home fitness to the high-energy engagement of celebrity-run classes.

September 27, 2017
No search results found.