ASICS has been making considerable investments into technology. A simple search on this site will find the launch of their incubator and the consistent effort by the brand to gain an advantage in the digital arena as it relates to footwear, not e-commerce. The company just announced an investment into a Japanese startup, no new folk studio.
Name: no new folk studio
Headquarters: 3, Kandaneribei-cho, Chiyoda-ku, Tokyo, JAPAN
CEO / Founder: Yuya Kikukawa
Business scope: With the mission “Sensing feet, Changing everything,” no new folk studio (nnf) develops IoT products, services, and platforms. As a Japanese startup, nnf released its world’s first smart footwear for entertainers and performers, “Orphe One” in 2015. Orphe One is equipped with full-color LED soles and high-precision motion sensor technology, which allows the shoes to emit light and sound, and takes performer’s expression to the next level. In 2018, nnf released “ORPHE TRACK” which is a sensing solution that allows any and all kind of shoes to become a smart footwear. Nnf has been working towards applying ORPHE TRACK for sports analysis, health care, nursing care and medical purposes. Nnf’s main business is developing new types of IoT and wearable devices and analyzing data which they obtain from their sensors.
Nike’s super performance Vaporfly, which is currently being discussed as not approved for the upcoming Olympics has disrupted growth for ASICS in its home country of Japan, is forcing every brand to learn more about how the foot works in relation to new technology. ASICS has made several recent acquisitions and investments that will allow the brand to counter the excitement around the latest Nike innovations. Use the source link to read more.
