Speaking from Jakarta, ASICS President Mitsuyuki Tominaga signaled that prolonged conflict in the Middle East could force the Japanese sportswear giant to raise prices. The brand is simultaneously accelerating its push into Indonesia, targeting $100 million in sales to mitigate global geopolitical risks.
ASICS President Mitsuyuki Tominaga has warned that the “Japanese sportswear king” may be forced to implement price increases if the ongoing conflict in the Middle East continues to disrupt global trade routes and energy markets.
Price pressure tied to Middle East disruption
ASICS could be pushed toward price increases if the conflict in the Middle East drags on, President Mitsuyuki Tominaga said in an interview with Nikkei Asia published March 30. Speaking in Jakarta, Tominaga pointed to mounting pressure from logistics and input costs, adding that the company has so far tried to offset higher expenses rather than pass them on.
Indonesia expansion as a hedge
At the same time, ASICS is accelerating investment in Indonesia, where it is targeting $100 million in annual sales, according to the Nikkei Asia interview. The strategy is designed to capture growth in a large, younger consumer market, while also diversifying revenue toward Southeast Asia as geopolitical risk reshapes cost assumptions across global retail.
Operational focus in Southeast Asia
Tominaga’s visit underscores the importance of the Southeast Asian cluster in ASICS’ 2026 growth plans. The company is looking to deepen brand presence through localized marketing and a wider physical retail footprint in key Indonesian cities, as it tries to protect margins in premium footwear amid persistent cost volatility.
