ASICS, Japanese sports apparel and footwear brand, has recently opened its largest store ever in London. Spanning the space of 9,041 square feet and spread over three gigantic floors on Regent Street, the store sits right in front of its arch rival Nike.
The brand is doing everything with its new retail spaces to keep its brick and mortar as experiential as possible. The store features touchscreens, a ‘robotic shoe delivery system’, complimentary juice café and live music to add to the buying experience.
The newly opened state-of-the-art space sells all of the ASICS’ brands: ASICS Tiger, Onitsuka Tiger and Haglöfs. Additionally, the stores extend a 360-degree shopping experience to its customers.
ASICS has also unveiled ASICS Motion ID area at its store to understand the shopper’s running patterns and posture. Thereby helping them purchase the best possible products accordingly.
Scott Wakefield, Direct to Consumer Director, ASICS EMEA commented, “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.”
ASICS is also making efforts to shake away the belief that it is only a brand for athletes with its new ‘I Move Me’ campaign. Created by Saatchi and Saatchi LA, the campaign film aims to showcase that the brand’s merchandise can go beyond the gym and become something you wear to a casual evening outing as well.
The retailer wants to see people ‘get moving’ and is undergoing its first major strategic overhaul in the last 25 years to get a bigger bite of the booming sportswear market.
In addition to all this, ASICS has also announced plans of growing from 26 stores to some 140 direct-to-consumer shops across EMEA by 2020.
