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May 10, 19

ASICS continues to grow in Direct-to-Consumer channels


ASICS continued to see strong growth during Q1 2019 in Direct-to-Consumer (DTC) channels.

Sales in ASICS retail channels increased on a currency neutral basis by 17 per cent and in ecommerce by 130 per cent year on year. Sales in key emerging markets also increased, although consolidated net sales in EMEA in Q1 2019 declined on a currency neutral basis by nine per cent.

ASICS continued to generate strong results from the expansion of its DTC footprint through opening own stores and investing in ASICS branded environments with key retailers.
A new category management programme delivered successful results in owned stores and for wholesale customers. As a result, the category management programme will be rolled out in DTC and wholesale stores across EMEA in 2019.

In February 2019, ASICS launched METARIDE, the latest innovation from the ASICS Institute of Sport Science in Kobe, Japan. The revolutionary new shoe features GUIDESOLE technology designed to make running further, easier. METARIDE’s unique curved sole is designed to propel runners forward and create a more efficient stride.

In early 2019, ASICS made changes to its EMEA organisation to reflect a global, category management approach. It also made changes to its sales organisation by combining its DTC and Wholesale businesses into one Commercial organisation.

The organisational changes, including a new management team, will enable ASICS to drive category-led strategies and take a more holistic view of the marketplace.

Alistair Cameron, CEO of ASICS EMEA, said: “Our priority is to win in Performance Running. Running is our heartland and we will continue to focus on developing breakthrough innovations, such as METARIDE, to give all runners access to the best and most advanced gear available.

“I am encouraged by the growth we are continuing to see in direct channels and we are committed to rolling out programmes that make it easier for runners to find their perfect running gear across all channels.”

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