Asics America Group will open its first flagship store in Sao Paulo, Brazil on August 31st. In four years of operation in the country, the Brazilian subsidiary is the fastest growing within the Asics Corporation worldwide.
In 2010, Asics Brazil saw a net sales growth of 39 percent compared to 2009.
The new store, opening on Oscar Freire Street in Sao Paulo will initiate the process of a retail expansion planned throughout Brazil.
Featuring an architectural design that is similar to the Asics store concepts globally, the new store will incorporate unique features. Of particular note, the store will include the innovative Asics FOOT ID system, which combines a 3D scan of the foot along with gait analysis to help consumers determine the best shoe for their foot and running style. The information is shared with the consumer and is provided with specific shoe recommendations as well as shared with the Asics Research and Development center in Japan for future footwear research.
“Asics is the brand most associated with the sport of running. As a result, the brand has seen significant growth in Brazil over the last few years. With the new store, we hope to offer to Brazilian runners the experience of having the entire Asics collection in one place, and in addition show the consumer the wide variety of other products from our brand,” stated Giovani Decker, Brand Manager for Asics Brazil.
As the first stand-alone Asics retail store in Brazil, it will have a sleek design aesthetic with traditional Asics white and royal blue coloring similar to its predecessors in NYC, London and Tokyo. The first floor will showcase running-specific footwear, apparel and accessories and the second floor will feature products for volleyball, tennis, soccer and other sports.
“As Asics expands its retail strategy globally, we hope to introduce the brand to new consumers and establish non-running products to current consumers of the brand,” says Gary Slayton, VP of Emerging Business.
