ASICS chooses London for largest flagship store
With the shop including all of its brands including ASICS, ASICS Tiger, Onitsuka Tiger and Haglöfs under one roof for the first time, the brand has made a multi-million Euro investment in the 840 square metre space.
The new store is one of a series of new openings for ASICS as it looks to increase its presence in major city centres such as Berlin, Paris, Amsterdam, Tokyo and New York.
Alistair Cameron, chief executive of ASICS EMEA, said: “Our world is changing rapidly and our business is growing alongside this to become a leader in creating valued consumer connections. This store represents a statement that we are one brand that can deliver products for an active lifestyle and through our digital communities, apps and consumer interaction we will also inspire people to move, and enjoy the physical and mental benefits of exercise.”
Throughout the store, the brand’s ‘Sound Mind, Sound Body’ ethos is channelled through the use of living plant installations, sustainable products, natural wood finishes, LED lighting and technology, as well as a complimentary juice bar and an in-house DJ booth.
Other details include a state-of-the-art ‘robotic shoe delivery system’ which ASICS said will revolutionise staff interaction with customers by allowing them to order products to be delivered to the shop floor. Alongside this are four ASICS MOTION ID areas that use sensors to capture shoppers' natural posture and style of movement when running.
Over the next three years ASICS aims to grow from 26 stores to over 140 across EMEA.
Scott Wakefield, direct to consumer director ASICS EMEA, said: “Our new Regent Street store is a beacon for the ASICS DNA. Through the innovative retail space consumers can physically interact with the brand witnessing the technology, breadth of product and ‘Sound Mind, Sound Body’ philosophy. We will take all of the positive elements of this state-of-the-art offering and translate it through further store openings across the globe, as well as, our shop-in-shop and e-commerce platforms. Direct to consumer represents a strong part of the ASICS future and this is just the start.”
Coinciding with the flagship store launch, ASICS has launched a new global brand message, identity, retail concept and integrated brand activation across the globe. The ‘I MOVE ME’ creative is being unveiled initially across London through a creative activation, OOH and in stadium signage at the IAAF World Championships in Athletics.
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