ASICS plans to open its first store in the U.S. this fall. At an event last week showcasing its Spring 2010 collections in New York City, ASICS officials also revealed plans to enter the golf and lacrosse categories in the U.S. for the first time.


The store, opening at 42nd St. and 6th Ave. across the street from Bryant Park in New York City, will open October 19. The location, according to Heather Spears, spokesperson for ASICS America, focuses exclusively on  running with the opening timed around the Nov. 1 New York City Marathon,  which ASICS sponsors. Worldwide, the Manhattan location will mark ASICS' third store. The other two are in Tokyo and London.


ASICS America also revealed that it was expanding into golf footwear with a mid-November launch planned at Golf Galaxy. The line will eventually be expanded to Dick's Sporting Goods, Golf Galaxy's parent, and other sporting goods chains.


According to Matt Donnelly, footwear manager for ASICS America, the company has long been selling golf shoes in the Japanese market. But it received “tons of calls” internally from customers and from retailers in the U.S. following the success of Japanese golfer Shingo Katayama at the Masters, where he placed fourth while wearing ASICS' GELACE golf shoe.


Donnelly also said younger golfers such as Katamaya and others have been looking for more stylish looks in their footwear and apparel in what has been a “pretty conservative” category.


Donnelly said the golf shoes embrace much of ASICS' running technology as issues such as over-pronation and supination are also common among golfers. The men's GELACE, retailing at $170, will be available in SPRING 2010 in three colorways:  white/green, white/silver and black/silver. The women's LADY GELACE, $125, will be available in two colorways: white/hot pink and white/champagne gold. Versions around $100 are being planned for upcoming seasons, Donnelly said..
ASICS also plans to enter the lacrosse footwear category in the U.S. in Spring 2010 as the sport continues to gain traction. Donnelly said lacrosse marks a continued expansion for ASICS in team outside its roots in wrestling and volleyball. Field hockey, which the company entered two years ago, also continues to do well. The extensions also reflect the strength of the brand in the U.S. market.


“When we put out a high technology, that enthusiast is just eating it up,” said Donnelly.