Japanese sportswear specialist ASICS has officially opened a subsidiary in Dubai, the first fully-owned sales and marketing organization of the true sport performance brand in the Middle East as part of the brand’s strategy to further expand its footprint in emerging markets whilst reinforcing its premium positioning.
Besides launching ASICS Middle East LLC, the company also plans to strongly increase marketing investment in the region as well as developing direct relationships with key retailers. It has also set up efficient logistic operations to allow for fast deliveries to retailers in the region.
“The new organizational structure will help deliver accelerated growth, replicating its success in Europe where we are the leading premium sportswear brand, as well as a popular lifestyle brand in ASICS Tiger. ASICS is currently underrepresented,” said Alistair Cameron, CEO – Europe, Middle East and Africa operations, ASICS.
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Furthermore, the company is looking to build the brand across other categories by delivering marketing leading products across other sports, including training, tennis and rugby. At present, the best performing regional markets for them are UAE and Saudi Arabia.
“By 2020, we want to become the number one running brand in the region and be in the top five premium sports and lifestyle brands league,” added Cameron.
