ASICS

ASICS is now the fastest-growing Japanese brand, according to Interbrand. This year, ASICS entered the top 50 of Interbrand's Best Japan Brands 2025 with an increase in brand value of 28% – the highest growth rate of any Japanese brand. Recently I had the pleasure of welcoming Interbrand's Global CEO Gonzalo Brujó to our Kobe HQ. Gonzalo came to discover for himself how we're building on our long-held strengths in technology and manufacturing by winning over a new generation of fans with our #SoundMindSoundBody philosophy and digital membership platform OneASICS. Thank you Gonzalo for an inspiring conversation! While our heritage may be in Japan, our brand value is rising thanks to the excellent work of our Digital, Legal and Marketing teams around the world. Like all our recent honors, this one is shared by our entire global team.

A successful career shouldn’t come at a cost. ASICS Managing Executive Officer Tomoko Koda was a guest speaker at the 30th International Conference for Women in Business held in Tokyo last month. Koda-san joined a roundtable discussion about physical and mental health issues faced by women in the workplace, including pregnancy, childbirth and menopause. She introduced several programs at ASICS aimed at improving health literacy among female employees, along with our studies highlighting the gender exercise gap globally. Attendees were surprised to learn about our #SoundMindSoundBody philosophy, a rare case in corporate Japan of placing individual well-being at the heart of the company. At ASICS, we’ve set a target of achieving at least a 40% ratio of female managers globally by 2026. As of December last year, the figure was 39.5%. We still have work to do – but we’ll continue to support women’s career advancement with real policies aimed at safeguarding their well-being.

Our pinnacle running shoes, now with extra lightness. Introducing the latest in the METASPEED™ series. The series is based on a design philosophy that ASICS has adopted since 2021. We all run differently. We all have different needs. The METASPEED™ SKY TOKYO model is for stride runners who want to increase their speed by increasing the length of their stride. The METASPEED™ EDGE TOKYO model is for cadence runners who want to increase their speed by increasing their number of steps per minute. The METASPEED™ RAY model is a new addition. Weighing just 129 grams in a Size 9, it’s for forefoot strikers who prioritize a bouncy, effortless ride. All three shoes are designed to help athletes achieve new speeds at the World Athletics Championships Tokyo 25 in September. Feel speed. Find confidence. #ASICSRunning

A new home for our Boston-based team. Our North American head office is relocating to 179 Lincoln Street, which pays homage to the building’s unique history as a shoe factory and deepens our footprint in Boston – a city with the unique position at the intersection of athletic heritage and cutting-edge development. To celebrate, we held a team gathering in the new space, with a surprise guest appearance from former President of ASICS Motoi Oyama. Oyama-san presented a gift for our new office: a framed poster from 1985, the year he was assigned to ASICS America. We are thrilled to put down roots at 179 Lincoln in the city that continues to inspire us!

You don’t need to go far to leave it all behind. Introducing the GEL-KAYANO™ 32 running shoe, the latest evolution of a legend in comfort and stability. The midsole features our FF BLAST™ PLUS cushioning, a lightweight and responsive material that delivers a soft feel with an energetic rebound. PureGEL™ technology ensures superior shock absorption and smooth transitions for an effortless ride. The foot is also guided by our 4D GUIDANCE SYSTEM™, which works in harmony with the body's natural movement to provide dynamic stability when runners need it most. Product innovation at ASICS is driven by the belief that movement has the power to uplift both the body and mind. Feel comfort. Find calm. #ASICSRunning

What does it mean to move people? The ASICS FrontRunner community is made up of over 600 members worldwide who inspire others to move for A Sound Mind In A Sound Body. Our community in Latin America recently gathered for an annual retreat at an ecolodge in the Atlantic Forest. Members from Brazil, Chile, Colombia, Argentina and Peru came together for three days of activities that fostered deep connection and purpose, with an emphasis on living in harmony with nature. 🌿 Active in over 30 countries, the ASICS FrontRunner community consists of beginners and experienced runners, coaches and health experts united by a passion for movement. #SoundMindSoundBody

Mitsuyuki Tominaga and Mei Ichinose in conversation – just one of the highlights from our latest Integrated Report. Available now, the report covers everything ASICS. Our history. Our philosophy. Our vision of the future. And our strategy for how we’ll get there. Get your copy here: https://xmrrwallet.com/cmx.plnkd.in/gwhXi6fP #InsideASICS

It’s been an incredible first half of 2025 for ASICS. During this all-hands meeting at our European headquarters, I shared what’s next. Halfway into our current Mid-Term Plan 2026, we’ve already smashed our profitability targets two years ahead of schedule. But there are still some things we can strive for in this period. One is global growth. Europe is the biggest market for ASICS and a region where our #SoundMindSoundBody philosophy resonates strongly with consumers. But we’re also growing fast in regions like India, South-East Asia, and the Middle East. It’s crucial that we implement best practice from Europe in these emerging regions as well. Another is DTC. We’re currently at 40% DTC versus 60% wholesale, which makes sense at this point in time. Growing our digital loyalty program OneASICS to 30 million members in the next 18 months – which we’re well on track to achieving – will provide us with unprecedented insights into our customer base. ASICS is now one of the most profitable companies in our industry. How we use that profit will be critical to our success. That’s why we’re accelerating our drive to become a Global Integrated Enterprise, one that combines the core strengths of a Japanese company – manufacturing and product quality – with the IT, legal, and marketing expertise of our teams in Europe and North America. I want to thank Carsten Unbehaun for his brilliant leadership of ASICS EMEA – and all those who welcomed me on this visit to Hoofddorp. It’s been only a year and a half since I took on the role of President, but I can already feel the ground shifting beneath my feet. By combining regional strengths, ASICS is becoming a global powerhouse in sports and a global leader in well-being. Exciting times are ahead.

🐯 Born in Japan, iconic worldwide. In 2002, we revived our original brand name Onitsuka Tiger to celebrate and reinvent our heritage, most famously the MEXICO 66 sneaker. Since then, Onitsuka Tiger has evolved into a luxury lifestyle brand by extending into contemporary fashion, leather shoes, and fragrances, becoming one of our main growth drivers in Asia, and now in Europe. At our latest Investment Day in Tokyo, Head of Onitsuka Tiger Ryoji Shoda told an audience of media and shareholders how the brand has ridden both the luxury wave and the growth in tourism to Japan to increase its sales from 45.6 billion yen in 2019 to a projected 120 billion yen in 2025. Profits have also risen sharply, reflecting a longer-term strategic shift to owned retail. Since opening its first global flagship store in Tokyo in 2011, Onitsuka Tiger has now grown to 192 stores worldwide. This year, Onitsuka Tiger has opened a global flagship store on the Champs-Élysées in Paris and a yellow concept store on the Passeig de Gràcia in Barcelona. The first European red concept store opened in London’s Covent Garden in May. With a North American expansion planned for 2027, Onitsuka Tiger is redefining global luxury and proving that an iconic brand really can change its stripes. 🐯 #InsideASICS #OnitsukaTiger

What’s the most important quality in a designer? Meet Kalin Ishida, footwear designer at ASICS. Kalin graduated from an art university in Chicago and chose ASICS as a global company where she could leverage her English and Japanese skills. Now based in Kobe, she's a designer for our SportStyle range of sneakers: “My main responsibilities include color and material design. Together with global team members in Boston and Amsterdam, we research the market and trends to determine seasonal color palettes, while also conceptualizing and incorporating these ideas into products.” Kalin works with other departments at ASICS from product development to marketing and merchandising. She considers communication to be the most important quality in a designer: “Many people with design skills struggle with presenting their ideas, but in this job, you're frequently required to present and debate in front of others. I always strive to communicate my ideas and concepts clearly.” One of Kalin’s proudest achievements is working on the GEL-LYTE III OG “Patchwork”, a colorful SportStyle sneaker that uses upcycled materials: “It was the first project where I designed every element. The challenge was to incorporate sustainable materials while expressing the patchwork design motif, all while maintaining comfort and balance. The product received an overwhelming response upon its release, and I was truly happy.” How would she describe life at ASICS? “Before joining, I thought the company might have a strict and formal atmosphere, but once I joined, I realized it’s open and free. It’s a mix of the best aspects of Japanese and international companies – there’s freedom, but it's not loose. ASICS trusts young employees with significant responsibilities, but they’re never left on their own. There’s always support available, so you can work without feeling pressured.” Thank you, Kalin, for sharing your story! Go here for the full interview: https://xmrrwallet.com/cmx.plnkd.in/gXEt6PyC #TeamASICS #LifeAtASICS