Trends & Features

ASICS wins ‘Best New Retail Concept 2011’ at MAPIC Awards

ASICS won the prestigious ‘Best New Retail Concept’ title at the MAPIC Awards ceremony in Cannes last week.

Featuring a Running Lab, Foot ID technology and an ASICS running club, since opening last year the store has exceeded sales expectations by over 20 per cent.

The Running Lab, the first in Europe and only the second in the world available to consumers, has been developed by the brand’s Institute of Sport Science to provide a full range of body analysis.

Foot shape, leg alignment, running technique, strength and aerobic fitness are all measured to help people improve their running ability and gait.

The high-tech Foot ID system ensures individuals are fitted with the correct shoes from their biomechanical profile using static and dynamic foot measurements.

Runners can gain further support by joining the store’s running club, where members enjoy running clinics and exclusive changing and showering facilities.

“ASICS thoroughly deserved to win the Best New Retail Concept award after growing its retail business using a creative concept, utilising new technologies and providing customers with a unique consumer experience,” says MAPIC jury chairman John Strachan.

Fernando Pina Mulas, ASICS’ head of retail in EMEA, adds: “To win this prestigious award is a huge achievement for ASICS and recognition of the hard work of the team.

“When we opened the store in Amsterdam we wanted to create a retail environment that reflected our brand values and appealed to target consumers.

“This award and the success of the store shows that our strategy was right and we will continue our growth as a brand and a retailer with a number of additional store openings across Europe in 2012.”

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