Following the implementation of a new business structure across the EMEA (Europe, Middle East & Africa) region in 2018, ASICS has reported positive results in key strategic areas for the first half of 2018 – driven by quarter-on-quarter growth in Q2 2018 after a difficult start to the year.
ASICS transformed its business to enable sustained growth with a ‘focus on building closer consumer connections, prioritising strategic business initiatives and becoming more responsive in a rapidly changing world.’
Results show that although consolidated net sales in EMEA for the first half of 2018 declined by 3%, the second fiscal quarter saw an upward trend. According to the company, this was due to an impact of the business transformation, which continues to develop in key strategic areas.
In the second quarter, ASICS brand stores reported 11% growth; ASICS e-commerce saw a sales uplift of 50%; and increases in emerging markets were reported, notably in Russia (+16% YOY) and the Middle East (+229%).
Across ASICS’ core product categories:
- Men’s Running reported positive growth of 13%;
- Core Performance Sport Volleyball grew by 11%; and
- Onitsuka Tiger (ASICS’ heritage lifestyle fashion brand) recorded standout results of 41%.
In the first half of the year, ASICS strengthened its brand positioning with the aim of ‘building impactful connections with its target audience’ by launching two major brand campaigns; ‘I MOVE ME’ for ASICS (sports performance) and ‘WHAT THE GEL’ for ASICSTIGER (sports lifestyle).
In the second quarter specifically, ASICS continued to deliver cross-channel marketing campaigns to drive growth across key performance and lifestyle categories. The company pointed to initiatives, including:
- In performance running, reaffirming its position as market leader with the launch of the 25th edition of its flagship shoe, GEL-KAYANO, and the creation of a unique scientific experiment, ‘ASICS Blackout Track’, to test the connection between a runner’s body and mind.
- Activating a unique partnership with The Walt Disney Company around the launch of Disney·Pixar Incredibles 2, getting families to complete movement challenges and designing a limited-edition footwear range.
Alistair Cameron, CEO of ASICS EMEA said “We are encouraged by the positive developments starting to take effect following our business transformation at the start of this year. After a tough start to 2018, the second quarter started to show positive signs of growth in key areas as we shipped company-record levels.
“These results support our optimistic outlook as we look to make up lost ground on a slow first quarter. In core running we’ve seen strong sales figures of the GEL-KAYANO 25 as we continue to reinforce our position in the market. We’ve also relaunched our ‘Running Expert Club’ – a dedicated programme with fifty of our top retail partners – whilst working on building stronger brand and product articulation to highlight our technical benefits with key strategic accounts.
“Supporting this has been the activation of a number of impactful marketing campaigns which continue to engage our target consumers.”