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ASICS picks up pace in EMEA, with above market growth

ASICS female runner

ASICS has announced accelerated growth across the Europe, Middle East and Africa (EMEA) region, with overall net sales growth of 16% in 2015. The impressive increase in sales is ASICS’ highest growth rate in years, and is up from 13% in 2014.

The company reports that revenue has more than doubled in the last five years thanks to ‘above-market growth in running, stand-out sales in tennis and an acceleration in the ASICS Tiger lifestyle category.’

The above-market growth in running, ASICS’ key strategic category, includes a 17% overall increase in running footwear and a 19% increase in women’s footwear. Further to this, NPD Sports Tracking data confirms ‘ASICS is the fastest growing brand amongst female runners.’

ASICS Tiger, the lifestyle expression of the performance brand, achieved triple-digit growth following its relaunch in early 2015. The brand has given iconic ASICS running shoes from the 1990s – such as the GEL-LYTE III and GEL-LYTE V – a new lease of life, ‘capturing the imagination of sneaker heads across Europe.’

ASICS Tiger’s latest iconic model, the GEL-KAYANO EVO – a revitalized version of the flagship performance running shoe from 1993 – delivered the brand’s highest sell through to date at premium and lifestyle sports-fashion retailers.

The key ASICS EMEA markets to contribute to the sales increase were South-Africa with triple digit sales growth, alongside Sweden, Norway, Denmark, France, Spain, Austria, Poland, Benelux and Russia which all recorded strong double-digit sales figures. The UK and Germany delivered solid single-digit growth. Sales in ASICS’ own retail stores increased by 26%.

Alistair Cameron, CEO of ASICS EMEA, said “2015 has been an outstanding year for ASICS, and our 16% growth means we have now more than doubled our business over the last five years.”

He added, “In running, ASICS continues to grow above the market rate, and at the end of 2015 we launched MetaRun, ASICS’ best running shoe yet. Containing 5 new patents and 4 new technologies, MetaRun has brought the latest innovations to a rapidly growing running market. These technologies will trickle down into other ASICS footwear in 2016 as we look to cement ourselves as the leading performance running brand.”

Cameron continued, “ASICS Tiger has seen transformational growth amongst our millennial consumers, with both the Vault and EVO collections surpassing all expectations. With Europe being the global ‘Centre of Excellence’ for ASICS Tiger, there is nothing more pleasing than to see such success in this part of our business.

“In 2016 we will look to consolidate on this year’s successes and build our business in the training category and with younger audiences, both of which are booming across the EMEA region. Our recently launched fuzeX footwear and apparel collection combines performance with style, and is set to be a huge hit with younger runners.”




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