ASICS Europe continues to grow its business across the continent by delivering an overall net sales increase of 8% year on year for the January to June 2012 period.
The sports performance brand performed particularly well in the running apparel category with a sales increase of 22%; this is alongside growth in running footwear of almost 10%. The ASICS brand also recorded significant double-digit revenue increases in ‘core performance sports’ footwear, such as tennis, volleyball, handball, court sports and in sports accessories.
Markets that contributed to the revenue growth across Europe included Germany and France, which both provided strong double digit growth; Benelux and Scandinavia posted solid single digit growth whilst Spain, Poland, Russia and ASICS’ European distributors delivered ‘outstanding figures’.
Sales in ASICS’ own retail outlets increased by nearly 60%.
NPD Sports Tracking Europe data for the 12 months to June 2012 indicated that ASICS is growing at a faster speed than:
- the total sports footwear market (+8.5% versus +2.2%);
- the running footwear market (+13.6% versus +7.1%); and
- the running apparel market (+23% versus +9.7%).
According to the company, this underlines ASICS’ leading position in the running market.
NPD data also highlights the continued development of ASICS’ natural running collection – ASICS 33 – which is reportedly now the third biggest concept in the ‘natural running’ category in Germany.
Natural running is seen as Europe’s fastest growing running footwear category. Following the recent launch of the ‘FluidAxis’ concept in its 2013 natural collection, ASICS expects its growth to continue in this segment in the coming months.
Citing recent market research, ASICS also notes that it has been able to significantly improve its brand awareness amongst target consumers, indicating the positive effect of the brand’s marketing and advertising initiatives across the European region.
In 2013, ASICS will continue to have a strong presence in its target media with an evolution of the brand’s ‘Made of Sport Campaign’.
Alistair Cameron, CEO of ASICS Europe BV said, “ASICS’ positioning as the premium true sports performance brand continues to achieve results with an impressive 8% growth across the region during challenging economic conditions.
“ASICS is performing exceptionally well at retail with one of the highest sell-out rates in the industry. Although, the economic outlook continues to be tough, the running market is growing and ASICS continues to show outstanding results. Our investment in retail, apparel and Onitsuka Tiger in lifestyle are now all showing significant increases for 2013.”