New Delhi: Japanese sports performance brand ASICS is expanding its footprint with a focus on tier 2 and tier 3 cities, driven by the rising demand for athleisure and stylish activewear, shared Rajat Khurana, managing director for ASICS India and South Asia, in an interview with ETRetail.
Currently, these regions contribute around 60 per cent of ASICS’ e-commerce sales, demonstrating a strong consumer shift toward online shopping, particularly on the brand’s website. Despite significant online growth, offline stores still contribute around 60 per cent to the brand’s overall business, Khurana said.
ASICS is expanding its offline presence across both tier 1 and 2 cities to capture a wider audience across multiple footwear categories.
In a recent development, ASICS inaugurated its 111th store at DLF Promenade in New Delhi, introducing its SkyHand sneakers with brand ambassador Shraddha Kapoor to address the growing demand in the sportstyle category.
Moving forward, the brand aims to operate 120 mono-brand stores by year-end, up from the current 111, with nine new openings planned over the next three months. Further, it expects to reach the 200-store mark by 2026.
“The year 2024 has been strong for us,” said Khurana, noting a consistent annual growth rate of 25-30 per cent. With over 60 per cent of sales expected during the festive season in H2 2024, the brand’s profitability continues to rise.
To increase its market share, it aims to bolster its presence in the running segment through sponsorships of marathons across India, including long-standing partnerships in Mumbai and Bangalore and new sponsorships in Delhi and beyond.
ASICS’ footwear currently comprises 85 per cent of its sales, with the share of apparel anticipated to grow from 15 per cent to 20 per cent in the coming years.
The company also emphasizes local production in India, which has reached 30 per cent in 2024 and is expected to increase to 35-40 per cent, shared Khurana.
