The Tokyo store introduces Asics Create in a directly operated location for the first time, alongside a reservation-only lounge for select loyalty members, as the brand expands its retail footprint at home.
Asics will open its second flagship store in Japan on July 31, a four story, 605.4 sqm location in Tokyo’s Shinjuku 3 chome district, as the Japanese sportswear group expands its directly operated retail footprint at home.
Asics Flagship Shinjuku will be the brand’s third large format flagship globally, after Shanghai. The store will stock running, tennis, basketball and golf products, alongside the SportStyle lifestyle range, collaboration collections and kids’ footwear.
A first for the customization service
A notable element for international readers is the debut of Asics Create in a directly operated store for the first time. Asics Create is a customization service that lets customers add embroidered designs to selected garments in store. The fourth floor also includes a reservation only Private Lounge offering one on one consultations, available to select OneAsics loyalty members at an additional cost.
Sustainability built into the fit out
Each floor uses marble effect synthetic flooring paired with wood furnishings to create a consistent design language throughout the building. Fitting room floors are made partly from foam recovered from discarded shoes, a materials choice the brand says supports its efforts to reduce environmental impact.
OneAsics at the center of ASICS’s DTC model
The opening comes as Asics reshapes its wider portfolio. In June, the company said it would spin off its premium lifestyle label Onitsuka Tiger into a standalone subsidiary, OT Group, from January 2027, to give the brand greater operational autonomy and accelerate international expansion. Meanwhile, Asics continues to center its consumer relationship model on the OneAsics platform, with race participation and loyalty perks now supported by a larger direct to consumer store network that anchors community building.
