Asics is opening a subsidiary in Dubai, to more rapidly expand the brand in the region of the Gulf Cooperation Council (GCC). It will take over from Falaknaz, a distribution company that has represented the Japanese brand in the region since 2003. Asics says the opening is part of its strategy to expand in emerging markets while reinforcing its premium positioning. It should lead to a strong increase in marketing investment, as Asics Middle East builds on its relationships with existing retailers and develops new key accounts. The operation will be led by Cengiz Kiray, general manager, who was previously a sales manager for Nike in the same region. He will report to Stefan Heinrich, director of emerging markets at Asics EMEA. The company also intends to set up logistic operations in Dubai to ensure fast deliveries to retailers in the region. Asics Middle East started at the end of May with the sell-in for the spring/summer 2017 range, which will reach regional consumers in December. Alistair Cameron, chief executive of Asics EMEA, says that the company is aiming to replicate the growth it had in Europe, where it more than doubled its business in the last five years.

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