Asics EMEA CEO Unbehaun on the success story of running and how Asics benefits from it

You have had very successful years in 2024 and 2023, despite consumer restraint and in contrast to many other market participants. What is the secret of your success?

We are incredibly grateful for the ongoing support of our partners. We remain committed to developing long-term partnerships and see this as key to our continued success and growth in the region. At Asics, we continue to focus on what sets our company apart.

First and foremost, we have maintained a strong focus on our founding philosophy. Asics was founded on a simple but powerful belief: that movement has the power to uplift not just the body, but also the mind. It’s why we’re called Asics; it stands for ‘Anima Sana In Corpore Sano’ or a Sound Mind in a Sound Body.’ For over 75 years, Asics has focused on supporting people to move so that they feel better. It’s why we develop technologically advanced products to get people moving and keep them moving.

We have also concentrated our efforts on our core categories—Running, Core Performance Sports, and SportStyle. By fully integrating our apparel and equipment ranges within our sports categories, we ensure a seamless and cohesive experience for customers and consumers.

Innovation has always been at our core. We take great pride in creating new products, many of which are inspired by our rich Japanese heritage and exceptional athletes like Novak Djokovic. Each item is carefully crafted and undergoes rigorous testing at our Institute of Sport Science in Kobe, guaranteeing the superior quality that our consumers can rely on. Our commitment to excellence, driven by the Kaizen philosophy instilled by our founder, Kihachiro Onitsuka, has earned us the trust of our consumers and solidified our position in the market.

Take a closer look at Asics’ financials here

Asics with “decades of insights” into the running market

There have been some shifts in the (running) sneaker market in recent years. Has Asics been able to take advantage of the fact that the big brands have been weaker?

The Running market is certainly dynamic. Asics has been a leader in performance running for many years, and that hasn’t changed. We have decades of insights into the needs of runners. And while tastes and trends come and go, the fundamentals remain the same. At Asics, we have a relentless focus on quality and performance. Our superior products, which blend cutting-edge technology with exceptional comfort, continue to be the go-to products for all who run.

Challenger brands like Hoka or On owe their success to their distinctive sole construction, i.e. visible innovation. Established brands may have invested more in sustainable innovations for existing models, but these are less visible to consumers. How important is it for Asics to deliver visible innovation?

For us, performance innovation is more important than visible innovation. After all, it’s what’s on the inside that really counts. We know that most consumers in the performance category prioritise comfort, fit, and high quality over aesthetics.

In the lifestyle segment, the dynamics are slightly different, but we still don’t think that sole design is the leading. At Asics, we are committed to delivering products that enhance performance and provide superior comfort and functionality. This commitment to quality and comfort is what truly sets us apart.

Running is “crisis-resistant”

How is the running market performing in times when consumers are generally reluctant to spend?

Running is simple, accessible, and affordable. It doesn’t require significant additional investments like memberships, and you can do it anywhere. This simplicity makes running an attractive and crisis-resistant activity.

Margit Gosau recently said in an interview that running is one of the categories with the highest margins and the fewest discounts at Sport 2000. Why is that?

I imagine a key reason is that Sport 2000 members, particularly their Running experts, excel at advising shoppers on the right products for their needs. Their ability to properly explain and highlight the benefits of high-performance products will no doubt play a crucial role.

When people understand the advantages of high-quality running gear, such as improved comfort, fit, and performance, they are more likely to invest in these products. This expert guidance helps maintain higher margins and reduces the need for discounts, as shoppers recognise the value they are receiving.

The running market has become very differentiated, with many new small brands emerging. How do you deal with this growing competition?

Kaizen, or continuous improvement, is at the core of our brand. We strive to be better and give consumers and our partners more. Whether that is more innovation or more investment, our goal is to remain at the forefront of the industry. Our dedication to quality, performance, and comfort helps us stand out and maintain our leadership position.

Trail running is a key trend in the running industry

Are there any new sports trends that you are addressing and that are reflected in rising sales figures and Europe?

Trail running is a key trend and has gained in popularity. We are capitalising on this trend by offering specialised products designed to meet the unique demands of trail runners. Our trail running shoes provide enhanced durability, superior grip, and exceptional comfort, making them ideal for off-road running and challenging terrains.

Another prominent trend is the focus on running faster. We are leveraging this trend by developing high-performance footwear that helps runners achieve their speed goals. Our innovative designs and advanced technologies, such as lightweight materials and responsive cushioning, ensure that our products support optimal performance and efficiency.

After the pandemic, the DTC channel was the focus for many brands. This is changing again. Where do you see your focus?

Servicing our wholesale partners remains our primary focus and the majority of our business. We believe in the strength of these relationships and continue to prioritise them.

How is the SportStyle segment developing? Are we on the verge of a new Onitsuka Tiger retro wave in Europe?

Our SportStyle business is experiencing remarkable growth and development. It has become our fastest-growing category, driven by the increasing popularity of vintage running shoes.

Lifestyle is the largest category in the sporting goods market, offering substantial expansion opportunities. The demand for stylish, comfortable, and functional footwear continues to rise, and Asics is well-positioned to capitalise on this trend. Our SportStyle products cater to both fashion-conscious individuals and those seeking comfortable gear, ensuring broad appeal.

Sportswear / Sportstyle with a huge distribution network in Europe

Sportswear has been a growth driver in fashion for years. How do you reach fashion customers with SportStyle who do not necessarily shop in traditional sports stores?

For SportStyle, Asics has established a comprehensive and diverse distribution network across Europe. This network includes a variety of partners, ensuring that our products are accessible to a wide range of consumers.

We service fashion retailers with the same dedication and attention as we do general sporting goods stores. By doing so, we ensure that our SportStyle products are available in locations where fashion-conscious customers are likely to shop.

What role do design collaborations play for Asics or Onitsuka?

For Asics, design collaborations are pinnacle expressions that create brand heat and talkability. While the market has been somewhat oversaturated with collaborations, we are very selective, making it a small but impactful part of our business.

Want to get an overview of the running business? Learn more here

 Asics expects growth through all categories

At the same time, the proportion of inactive people worldwide is growing. This is where the biggest growth potential for sports companies lies. Can you give an example of how you want to activate people?

We are committed to supporting more people in moving so that they feel the benefits to their bodies and minds. Around the world, physical activity levels are falling; at the same time, stress and anxiety levels continue to rise. We know that even small amounts of exercise can make a big difference. Asics research shows that just 15 minutes of movement can positively impact our mental state. That’s why we have been campaigning to highlight the benefits of movement to more people. For example, last year on World Mental Health Day, we highlighted the negative impact of prolonged desk-based working on people’s mental states. We issued a Public Service Announcement calling for people to take a 15-minute Desk Break to move their minds. This initiative resonated exceptionally well across various platforms, as many people recognised the dangers of being tied to their desks and the increasing time spent in inactivity, thanks to the message of this campaign. Over one million people took a desk break in the month after the campaign.

Are you planning to open new stores? Where?

We are satisfied with our current store fleet in EMEA and do not have plans to expand it at this time, especially since servicing our wholesale partners remains our primary focus.

What further growth plans do you have?

We see significant growth potential across all our categories and believe there are numerous opportunities to expand within each of them. Our growth plans are centred around leveraging our strengths, embracing new trends, and continuously delivering high-quality products that meet consumers’ needs. This approach will help us maintain our leadership position and drive sustained growth across all our categories.