ASICS brings ‘Sound Mind, Sound Body’ philosophy to life in brand new Oxford Street store design

ASICS has launched its new global retail concept at its store on Oxford Street.

The new approach is centred on the ASICS ‘Sound Mind, Sound Body’ philosophy and offers consumers a fully integrated, holistic sports environment brought to life in an innovative and elevated shopping experience.

The space, set over three floors, balances the highly technical aspects of the brand’s products – a sound body – with natural, warm finishes, sustainable and recycled materials – a sound mind – immersing customers in a world where both the mind and body are stimulated.

Offering ASICS’ latest sports performance collections, as well as Motion ID running services, a digital consumer journey linked to the RunKeeper app and a community fitness space there is innovation to help everyone.

The community space is an integral part of the relaunch and brings fitness and wellbeing right into the heart of the store. The mirrored studio, which overlooks the redesigned ground floor, is open to freelance fitness instructors for free and demonstrates ASICS commitment to fitness for all as part of a healthy lifestyle.

Natural wood combines with a bespoke hanging plant installation to soften and freshen the retail environment. In contrast to the calming botanical touches, the technological features of the space exude innovation and technology – values inherent to the ASICS DNA.

ASICS is the acronym for ‘Anima Sana In Corpore Sano’ ‘Sound Mind, Sound Body’. The store’s consumer journey reflects the harmony of this philosophy, with mannequins made from recycled materials, recycled hangers, as well as technical details throughout.
The Sound Mind, Sound Body concept is also reflected in a new exclusive directional apparel collection; ASICS Jyuni is a sophisticated all black capsule sport-fashion range. High quality craftsmanship combines with Japanese heritage to create a distinctive urban style. Jyuni is a unique spelling of the number 12 in Japanese and it represents time and the constraints it places on us.

ASICS’ has further plans in London with a flagship retail space opening on Regent Street which will see all four ASICS brands; ASICS performance, Onitsuka Tiger, ASICS Tiger and Haglöfs all under one roof for the first time.
Scott Wakefield, direct to consumer director ASICS EMEA, said: “The new store design is a clear demonstration of our values and what we believe in. At ASICS, we are proud to put consumers at the heart of what we do and literally bring sport, health and fitness in-store. This new atmosphere will serve our core community, such as high performance runners and will become the go-to place for young actives looking for stylish and versatile products. We feel confident that we have delivered a next generation retail concept that demonstrates how to live with a Sound Mind, Sound Body.”

Highlights include: A digital shopping experience; which begins via big screens in the storefront windows, bringing the atmosphere of the collections to life; Digital touchpoints inform the customer about the products; Community room – sports enthusiasts will be able to take part in fitness lessons – from HIIT to Yoga – held in a space that will also be offered to freelance sports instructors for free; Weekly running clinics will be hosted by ASICS; MotionID – a clever base analysis that selects the best running shoe for each consumer’s profile; Changing room facilities and shower; Mannequins in the store are designed to highlight natural movement, are 30 per cent lighter than industry standard and are created from recycled mannequins. Hangers within the store are made from 50 per cent grass and 50 per cent recyclable materials.

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