ASICS launches new design concept at London store
The new approach is centred on the ASICS ‘Sound Mind, Sound Body’ philosophy and aims to offer consumers a fully integrated, holistic sports environment combined with an innovative shopping experience.
Set over three floors, the space offers ASICS’ latest sports performance collections as well as Motion ID running services, a digital consumer journey linked to the RunKeeper app, and a community fitness space.
Overlooking the redesigned ground floor, the community space is a mirrored studio which is will be offered free of charge to freelance fitness instructors who wish to run classes there. The store also features changing room facilities and shower.
With ASICS being the acronym for ‘Anima Sana In Corpore Sano’ (sound mind, sound body), the store’s consumer journey aims to reflect the philosophy, with mannequins made from recycled materials, recycled hangers, as well as technical details throughout.
The Sound Mind, Sound Body concept is also reflected in a new exclusive directional apparel collection; the ASICS Jyuni all black capsule sport-fashion range.
The store also offers a digital shopping experience which begins via big screens in the storefront windows the follows with digital touchpoints in-store where customers can find out information on the products.
Scott Wakefield, direct to consumer director at ASICS EMEA, said: “The new store design is a clear demonstration of our values and what we believe in. At ASICS, we are proud to put consumers at the heart of what we do and literally bring sport, health and fitness in-store. This new atmosphere will serve our core community, such as high performance runners and will become the go-to place for young actives looking for stylish and versatile products. We feel confident that we have delivered a next generation retail concept that demonstrates how to live with a Sound Mind, Sound Body”.
ASICS is also planning to launch a flagship retail space on Regent Street which will see all four ASICS brands, ASICS performance, Onitsuka Tiger, ASICS Tiger and Haglöfs, all under one roof for the first time.
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