ASICS opens New York flagship store
The opening marks the first time an ASICS brand-owned location in the US has featured a modulating showcase of two distinct brands in the compnay’s portfolio, each with its own unique offering. These include ASICS athletic shoes and apparel and the ASICS TIGER lifestyle brand.
Gene McCarthy, president and chief executive of ASICS America Corporation, said: “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.”
Designed by Brinkworth, the store features natural, warm finishes and materials which aim to immerse customers in a world where both the mind and body are stimulated.
Sam Derrick, director at Brinkworth, said: “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.”
ASICS’ new global campaign ‘I MOVE ME’ has been brought to life in the store through a sensory experience. In-store elements include an infinity mirror, LED light columns and ‘I MOVE ME’ visuals which have been strategically placed throughout the space and in the large floor to ceiling windows.
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