The Japanese Sports Performance brand, ASICS hits the “City of Joy” with a bang in an aim to expand its retail footprint to strengthen the brand’s foothold in India.
ASICS has been operating in India since last 3 years. In 3 years’ time, they have been able to come up with 34 stores in 16 Indian cities including metros, tier 1 and tier 2 cities. The target is set up 6-7 more stores by the end of 2018. Kolkata outlet is the outcome of that “joining dots”.
But why Kolkata? As per Gautam Raheja, the Marketing Head, ASICS India, ‘Sports and fitness are expanding in Kolkata. The consciousness has grown. So, we thought, opening an outlet in Kolkata can certainly help us foraying the eastern India market.’
The brand opens its store in one of the finest malls of the city, the south city mall. The outlet is all packed to provide the best products for the running, training, and the core performance sports shoes, apparel and the accessories both for men and women. The main aim of the brand is to extend their family in India for bolstering sales and also the marketing support mainly for the retail stores. This will benefit them with the increase in the consumer awareness of health and fitness and rise in spending of the power.
The Managing Director of the ASICS India, Mr. Rajat Khurana said “Given the potential and growing demand for fitness and sports, India has emerged as an important market for ASICS. This year, our focus is to expand our footprint in the both tier 1 and tier 2 cities and offer our best in class products ranging from running, sports, for gym and other fitness related gear. Kolkata is a very key market for us considering the large audience for sports and fitness in this market. We are hopeful that our products designed keeping core performance in mind will be able to cater to the needs of sports and fitness lovers in the city.
The store outlet in Kolkata will be showcasing their latest of the ASICS AW18 collection that will present the newest of the collections like the Kayano 25, Nimbus all featuring FLYTEFOAM which have the lightest ever midsole technology. The best thing about the FLYTEFOAM series of the brand is that it basically works with the wearer’s foot to deliver superior cushioning every step of the way. Another thing is that it about 55 % lighter than the industry standard midsole material which gives the runners with the comfortable fit with a fast and the responsive feel.
There are many features when it comes to having the best of the ASICS light show collection. It delivers a 360-degree visibility while running in a low light condition. ASICS has been derived from the Latin phrase “Anima Sana in Corpore Sano” which means “A sound mind is a sound Body” which also makes it the brand’s fundamental platform. The company was first founded by Kihachiro Onitsuka 60 years ago which has now evolved to become one of the leading designers and the manufacturer of the running shoes along with the other of the athletic footwear and as well as the apparel and the other accessories.