Washington-based performance footwear brand Brooks Running has launched a new subsidiary Brooks Sports KK in Japan – its second global subsidiary and its inaugural presence in Asia.

Through a tie-up with China-based Custom Produce Incorporated, Brooks Running aims to bring its ‘Run Happy’ approach to Japanese market.

“To reach our goal to be the leader in performance running by 2020, we need partners who share our passion for running and an appreciation for our Run Happy spirit,” said Jim Weber, president and CEO of Brooks Sports.

“CPI is that partner for us in Japan. They share our values and an understanding for what it takes to build a premium brand. We look forward to working closely with them to introduce Brooks to Japan’s 28 million runners.”

The brand was officially launched on Tuesday to Japanese retailers and media at the retail exhibition Tenjikai. Based on the positive retail response during the launch, the brand has doubled its sales forecast for this year for Japan. 

“We are very excited about this new partnership with Brooks and the sales potential for the brand in the Japanese running market,” said Sadao Goukon, president of CPI. “We believe in the quality and innovation of Brooks’ products and that CPI will be able to grow Brooks into a major running brand in Japan. We look forward to taking the next steps to reach that goal.”  

Brooks’ first global subsidiary was German-based Brooks EMEA which focuses on the European, African and Middle Eastern markets. Since its launch nearly a decade ago, the subsidiary has produced sales revenue growth of more than 600 per cent.

Brooks Sports is the parent company of Brooks Running which designs and markets a line of performance apparel, footwear and accessories. Founded in 1914, it has a presence in more than 60 countries.

GB