Asics has just opened its first performance store in France. The 590-square-meter store, which was inaugurated on July 31, is located in Paris at 6 rue d'Amsterdam, near the Saint Lazare railway station. The shop will sell Asics' complete running collection, sports performance categories including rugby and tennis, and the new “Training” category. For the first time the store will also sell merchandise from Stade Français, the rugby team sponsored by the brand, in a rugby-specific space. The new Parisian performance store will also be the first to pilot Asics' new visual merchandising, with specific colors and materials being used to flag products more clearly. The shop will feature “Motion ID,” a shoe-selection service that uses a series of high-tech motion sensors to capture the customer's posture and style of movement when running, to help Asics' staff and the customer pick the right shoe. Also in Paris, Asics has an Onitsuka Tiger flagship store situated at 22 rue des Halles.

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