ASICS EMEA Company Profile

Background

ASICS EMEA, a regional division of the Japanese multinational corporation ASICS Corporation, is dedicated to promoting the philosophy of "Anima Sana in Corpore Sano," meaning "A Sound Mind in a Sound Body." This ethos underscores the company's commitment to enhancing both physical and mental well-being through sports and movement. ASICS EMEA specializes in designing, manufacturing, and marketing high-performance athletic footwear, apparel, and accessories, with a strong emphasis on running, tennis, indoor sports, and lifestyle products. The company has established itself as a leading brand in the European, Middle Eastern, and African markets, renowned for its innovative products and dedication to quality.

Key Strategic Focus

ASICS EMEA's strategic objectives center on:

• Product Innovation: Developing technologically advanced footwear and apparel to meet the evolving needs of athletes and consumers.

• Market Expansion: Strengthening its presence across the EMEA region by entering new markets and enhancing distribution channels.

• Digital Transformation: Investing in e-commerce platforms and digital marketing to engage a broader audience and improve customer experience.

• Sustainability and Well-being: Aligning product development and corporate practices with environmental sustainability and promoting the mental and physical health benefits of sports.

Financials and Funding

In 2024, ASICS EMEA reported its highest-ever revenue, reaching €1.0 billion, with an operating income margin of 13.4%. This growth was achieved across all categories, including Performance Running, Tennis, Indoor, and SportStyle. Notably, the SportStyle segment experienced a 39.1% year-on-year revenue increase. The company also saw growth across all channels: wholesale revenues increased by 10.4%, own retail channels by 4.4%, and e-commerce revenues by 18.4% compared to 2023.

Pipeline Development

ASICS EMEA continues to innovate and expand its product offerings. In 2025, the company launched the GEL-NIMBUS™ 27 and GEL-TRABUCO™ 13 shoes, showcasing advancements in comfort and performance for runners. Additionally, the 2025 NAGINO™ Collection was introduced, reflecting the company's commitment to meeting diverse consumer needs with cutting-edge designs.

Technological Platform and Innovation

ASICS EMEA distinguishes itself through several proprietary technologies and scientific methodologies:

• FF BLAST™ Technology: A cushioning system that provides lightweight, responsive, and energetic performance in footwear.

• GEL™ Technology: An innovative cushioning system that enhances shock absorption and comfort.

• AHAR™ Outsole: A high-abrasion rubber outsole that increases durability and traction.

• Digital Integration: Utilizing platforms like Tealium AudienceStream and SAP Analytics Cloud to enhance customer engagement and operational efficiency.

Leadership Team

• Carsten Unbehaun: Chief Executive Officer of ASICS EMEA, leading the company's strategic direction and growth initiatives in the region.

Leadership Changes

As of the latest available information, there have been no recent significant changes or appointments within ASICS EMEA's leadership team.

Competitor Profile

Market Insights and Dynamics

The athletic footwear and apparel market in the EMEA region is highly competitive, characterized by rapid innovation, evolving consumer preferences, and a growing emphasis on sustainability. The market has seen consistent growth, driven by increasing health consciousness and the popularity of sports and fitness activities.

Competitor Analysis

Key competitors in the EMEA region include:

• Nike: A global leader offering a wide range of athletic footwear, apparel, and equipment, known for its innovative designs and strong brand presence.

• Adidas: A major player in the sportswear industry, recognized for its performance-oriented products and lifestyle offerings.

• PUMA: Known for its stylish and performance-driven sportswear, catering to both athletes and casual consumers.

• Under Armour: Offers a range of athletic performance apparel and footwear, focusing on innovation and technology.

• New Balance: Emphasizes quality and performance in its athletic footwear and apparel, with a strong focus on running products.

Strategic Collaborations and Partnerships

ASICS EMEA has engaged in several strategic collaborations to enhance its market position and innovation capacity:

• AFEW Partnership: In June 2022, ASICS partnered with German retailer AFEW to create the "Uplifting Pack," supporting mental health awareness and raising funds for the Deutsche Depressionshilfe organization.

• Athlete Sponsorships: ASICS sponsors top athletes, including tennis players Iga Świątek and Novak Djokovic, enhancing brand visibility and credibility in the sports community.

Operational Insights

ASICS EMEA's strategic considerations include:

• Market Positioning: Maintaining its status as the number one premium performance-running brand in Europe, as evidenced by its market share in the Road Performance Running category above €90 in key European markets.

• Competitive Advantages: Leveraging proprietary technologies, a strong brand heritage, and a commitment to sustainability and mental well-being to differentiate itself from competitors.

Strategic Opportunities and Future Directions

ASICS EMEA's strategic roadmap focuses on:

• Product Diversification: Expanding product lines to cater to emerging sports and lifestyle trends.

• Digital Expansion: Enhancing e-commerce capabilities and digital marketing strategies to reach a broader audience.

• Sustainability Initiatives: Implementing environmentally friendly practices in product development and operations to meet consumer demand for sustainable products.

• Market Penetration: Strengthening presence in existing markets and exploring opportunities in emerging markets within the EMEA region.

Contact Information

• Website: ASICS.com

• Headquarters: Hoofddorp, Netherlands

• Social Media:

• LinkedIn: ASICS EMEA

• Facebook: ASICS

• Instagram: @asics

• Twitter: @ASICS

ASICS EMEA continues to build on its legacy of innovation and commitment to promoting a sound mind in a sound body, positioning itself for sustained growth and success in the competitive athletic footwear and apparel market.