Business transformation delivers improving results for ASICS EMEA

Following the implementation of a new business structure across the EMEA region in 2018, ASICS has reported positive results in key strategic areas for the first half of 2018 with quarter-on-quarter growth after a difficult start to the year.

ASICS radically transformed its business to enable sustained growth with a focus on building closer consumer connections, prioritising strategic business initiatives and becoming more responsive in a rapidly changing world.

Results show that although consolidated net sales in EMEA for the first half of 2018 declined by three per cent, the second fiscal quarter saw an upward trend as the impact of the business transformation continues to develop in key strategic areas; ASICS brand stores reported 11 per cent growth, ASICS e-commerce a sales uplift of 50 per cent and increases in emerging markets through Russia (16 per cent]) and the Middle East (229 per cent).

Across ASICS’ core product categories, Men’s Running reported positive growth of 13 per cent, Core Performance Sport Volleyball grew by 11 per cent and Onitsuka Tiger (ASICS’ heritage lifestyle fashion brand) recorded standout results of 41 per cent.

In the first half of the year, ASICS successfully strengthened its brand positioning by launching two major brand campaigns; ‘I MOVE ME’ for ASICS (sports performance) and ‘WHAT THE GEL’ for ASICSTIGER (sports lifestyle) – building impactful connections with its target audience.

In the second quarter specifically, ASICS continued to deliver impactful cross-channel marketing campaigns to drive growth across key performance and lifestyle categories:

In performance running, reaffirming its position as market leader with the launch of the 25th edition of its flagship shoe, GEL-KAYANO, and the creation of a unique scientific experiment, ‘ASICS Blackout Track’, to test the connection between a runner’s body and mind.
In successfully activating a unique partnership with The Walt Disney Company around the launch of Disney·Pixar Incredibles 2, getting families to complete movement challenges and designing a limited-edition footwear range.
In tennis as Novak Djokovic’s victory at Wimbledon put ASICS footwear in the spotlight.
In lifestyle through a collaboration with retail partner FOOTPATROL and an iconic event during Paris Fashion Week to celebrate the popular GEL-SAGA shoe as well as projects with renowned fashion designer Kiko Kostadinov.

Alistair Cameron, CEO of ASICS EMEA, said “We are encouraged by the positive developments starting to take effect following our business transformation at the start of this year. After a tough start to 2018, the second quarter started to show positive signs of growth in key areas as we shipped company-record levels. These results support our optimistic outlook as we look to make up lost ground on a slow first quarter.
“In core running we’ve seen strong sales figures of the GEL-KAYANO 25 as we continue to reinforce our position in the market. We’ve also relaunched our ‘Running Expert Club’ – a dedicated programme with fifty of our top retail partners – whilst working on building stronger brand and product articulation to highlight our technical benefits with key strategic accounts. Supporting this has been the activation of a number of impactful marketing campaigns which continue to engage our target consumers.”

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