Japanese sports giant Asics has unveiled its New York flagship store this month and it is a US-first, featuring both Asics and Asics Tiger brands under one retail roof.
Located on the Big Apple’s Fifth Avenue, the 2,035-square-foot store is designed to balance the technical aspects of the brand’s products with natural, warm finishes, features and materials.
SEE ALSO : Asics tapped a DJ for its new brand campaign
The lifestyle store design is a reflection of the Kobe-based company’s mantra, derived from its name. Asics is the acronym for the Latin, Anima Sana in Corpore Sano, which means a sound mind in a sound body. In other words, the brand is all about physical health and mental wellbeing. And this theme will infiltrate the new fully integrated sports store, to reach a wider variety of consumers in New York.
“Asics is proud of its unique approach to the retail experience and our product development that focuses on maintaining a healthy lifestyle as a whole,” said Gene McCarthy, president and CEO of Asics America Corp.
The store will carry performance running, training, tennis and wrestling footwear, as well as apparel and accessories from the Asics brand. Asics Tiger apparel, footwear and accessories from the group’s lifestyle brand will also feature.
“By combining two of our uniquely different brands, we are offering consumers a wide range of quality performance and lifestyle shoes and apparel for an array of needs – directly addressing the shift in the way people are working out and moving today.”
The brand recently launched its new campaign I Move Me, fronted by DJ Steve Aoki, which promotes a sensory experience by sight, sound and motion. And it features heavily throughout the New York outfit with elements such as an infinity mirror, LED light columns and I Move Me visuals.
To celebrate the grand opening, Asics hosted group fitness classes at the store. Trainers included Trammell Logan from Soul Cycle and East Side Dance, Erika Hammond from Rumble, and Evan Betts from Tone House.