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ASICS Takes On The World Via Regent Street In London

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ASICS has opened its largest store to coincide with the biggest campaign they’ve done in the last 25 years. The #IMOVEME strategy represents the shift in shopping that is happening across sportswear. Every brand is taking measured steps in launching DTC avenues that will allow them to control their own narratives. These platforms integrate with ecommerce to create the multi/omnichannel shopping experience needed to increase foot traffic and online orders.

This is critical for ASICS as the company’s brand takes a hit when carried in stores such as City Gear and DTLR. Last week I could have visited one of these chains and purchased ASICS footwear for around 19.99 a pair which considerably degrades the perception of the brand. As a matter of fact that’s a lower price than even the ASICS Employee Store in Byhalia has. Which is a different story when you consider the employee store although small is a stream of revenue the company has failed to capitalize on in this promotional environment. This is off topic.

The new London store is state of the art and is cross promotional as it will feature, “ASICS, ASICS Tiger, Onitsuka Tiger and Haglöfs will now all be sold in one retail space. Providing a 360-degree offering for consumers, the store will showcase how ASICS can be part of every area of their lives and open a new channel for the brand to reach a wider variety of shoppers.”

This is a bold move for the brand. Instead of attempting a focus on North America at a time when adidas is crushing the competition, they have shifted their focus to London where the fashion and style subculture is seeing a serious growth in music and art. It’s a bold and smart move.