Asics, the renowned Japanese sportswear brand, is set to open its second flagship store in Japan. The grand opening is scheduled for later this month, and the new store will be located in the bustling heart of Tokyo’s Shinjuku district. This four-storey retail expansion signifies Asics’ commitment to increasing its local presence and enhancing its customer engagement platform.
Spanning approximately 605 square meters, the Shinjuku store will serve as the company’s third global flagship location. This follows the establishment of the initial flagship stores in Harajuku, Japan and Shanghai, China. The store will feature a broad selection of Asics’ products, including its popular running, tennis, basketball, and golf collections. Customers can also look forward to exploring the SportStyle lifestyle range and a variety of collaborative products.
One innovative feature of the new store is the introduction of Asics Create, a unique apparel customization service. This will be the first time the service is available in a directly operated store, providing customers with the opportunity to personalize select garments with embroidered designs.
The flagship store also boasts an exclusive private lounge, accessible only by reservation. This lounge is designed to provide personalized one-on-one consultations for select members of the OneAsics loyalty program.
In line with increasing global consciousness about sustainability, the Asics Shinjuku store incorporates various recycled materials in its construction. For instance, the flooring in the fitting rooms is partly fabricated from foam that has been salvaged from discarded shoes.
The opening of the Shinjuku store marks another step in Asics’ strategic investment in expanding its branded retail network. It also aligns with the company’s broader goal of reorganizing its business portfolio. Just last month, Asics announced its plan to spin off its rapidly growing premium lifestyle label, Onitsuka Tiger, into a standalone subsidiary named OT Group starting in January 2027. This move aims to give the brand more operational freedom and catalyze its global expansion.
What is unique about Asics’ new flagship store in Shinjuku?
The new store will introduce Asics Create, a unique apparel customization service, in a directly operated store for the first time. It will also feature a private lounge for personalized consultations with select members of the OneAsics loyalty program.
How is Asics addressing sustainability in its new store?
The Asics Shinjuku store incorporates various recycled materials, including fitting room flooring partly fabricated from foam salvaged from discarded shoes.
What is the significance of the new store opening?
The opening of the new flagship store in Shinjuku is a part of Asics’ strategic plan to expand its branded retail network and to reorganize its business portfolio.
