Asics America’s fiscal 2011 year sales climbed 12.4 percent, or 19.8 percent in constant currencies, to ¥59.6 billion ($733 mm) for the period ended March 31, clearly making progress on its goal of reaching $1 billion. But Asics Americas regions new CEO and President Kevin Wulff said growth needs to be further accelerated.


“The long term growth plan for Asics America is to reach one billion dollars by 2015,” said Wulff in an exclusive interview with Sports Executive Weekly.  “With that goal in mind, we need to grow all categories of the Asics business.” 


Wulff joined Asics America in August 2010 and was named CEO of the region in April 2011.


Wulff said an overall goal for Asics America is “to be a total running company by focusing on all segments in running with our core focus of bringing new innovations and business leadership to the performance running segment.”


In footwear, 33 by Asics, its introduction into the lightweight category, will be the top product initiative for 2011.  Inspired by the fact that 33 joints in the foot allow it to move efficiently, the GEL-Blur33 and the Rush33 debuted to a select group of retailers in early April and “was met with eager anticipation from retailers and consumers and sales have been beyond expectation,” said Wulff. 


A wider distribution is being planned for this summer and fall as well as newer styles debuting this December with some less than 10 oz.


“New product categories and innovations will be crucial in building a larger consumer base, which will also allow us to better serve our retailers with more product offerings,” said Wulff.  


Beyond footwear, apparel will continue its expansion into the sport fashion category, which includes technical fabrics and designs but with a more fashion silhouette.


“Performance running continues to be the driving force behind Asics apparel and accessories collections,” said Wulff. “The ARD collection has been a solid performer with the running customer as well as Abby collection, a technical performance collection with a fashion flair.”


On the accessories side, a broader range of socks debuted earlier this year, introducing new categories such as womens Performance Sport Fashion, Performance Essentials and Everyday Performance.  These new lines complement its successful Elite Performance collection that includes the low cut and quarter Kayano and Kinsei Cut styles. 


Another renewed focus will be on driving sales of the Onitsuka Tiger collection. Said Wulff, “The brand was re-launched in 2001, however, we are at the point in which distribution, sales and marketing for this category needs to be redefined and reorganized.


Other top priorities include freshening POP and shop-in-shops to gain more space within retail. Also, a new 500,000-square-foot warehouse in Byhalia, MS will open in Summer 2011. With a soft opening in early June and full production by the end of the summer, the distribution center is expected to notably improve service levels.


“Asics realizes it takes more than just a great product line to be competitive in today’s market,” said Wulff. 


“We have to compete with service as well, Wulff continued.  To do this we will continue to invest in industry leading technology and services to support the high volume of orders. These services will allow us to nearly triple our daily output on one shift and position us to retain our position in the industry as one of the leaders in distribution services.”


Finally, Wulff has already made several new hires within marketing, product development and sales in creating a new internal structure to accomplish its long-term goals. 


Among the changes has been the appointment of two new senior national sales directors.  Mike Mitchell will handle the West and Southwest territories, including specialty retailers nationwide, and Tracy Paoletti will serve as his counterpart for the East and Midwest regions. Both previously worked for American Sporting Goods where Wulff was previously CEO.  Veteran Asics employee Terry Schalow transitioned to the director of specialty sales position, overseeing specialty running, military and team sales.
Erik Forsell, formerly at Anchor Blue, was appointed vice president of marketing communications.


“I have brought in some new people and moved some current people around so that I can take that senior level experience and bring it to new positions/departments,” said Wulff.


Wulff said the strategy specifically for run specialty channel will start with the new internal structure led by Schalow, whose official title becomes footwear product manager for performance running.


“Asics top priority is to be the #1 leader in performance running,” adds Wulff. “We are constantly striving to improve product and service to the specialty running retailers and to the loyal customers of the Asics brand. We will continue to innovate and improve our performance running product, while developing new product that will broaden our market and introduce the brand to new customers.”