Japanese athletic equipment brand Asics will open two new state-of-the-art stores in Barcelona and Madrid featuring cutting-edge running laboratories.
Asics says it will offer consumers a high performance running experience with new “state-of-the-art stores” opening in the country’s two largest cities. Each store will feature high-tech running laboratories, the Asics Foot ID service and an exclusive Asics running club.
The Barcelona store, set over 473sqm will be located at Avinguda Diagonal 543, adjacent to the city’s largest shopping centre, L’illa Diagonal. With the centre’s Rockefeller Centre-inspired design, convenient transport connections and over 170 shops and restaurants, the store sits in a prime commercial position. It is expected to open in August.
Asics’ new Madrid flagship will take up 550sqm at Plaza de la Independencia on Calle de Alcala, opposite Retiro Park, one of the city’s major running hot spots. The opening is planned for September.
The new stores will showcase Asics’ complete running collection in addition to its core sports performance ranges which include tennis, hockey and the local sport padel tennis. The store concept will incorporate top of the range facilities including a state-of-the-art Running Lab, where ‘biomechanical analysis systems’ are available for the first time in Spain to the general consumer.
The Running Lab will measure foot shape, leg alignment, body composition, muscle strength and aerobic fitness, and can be used by consumers to help improve their running ability. The Asics Foot ID, a high-tech shoe selection service that combines static and dynamic measurement developed by the Asics Institute of Sport Science in Kobe, Japan, will be available to ensure customers are fitted with the correct shoes for their individual running style.
Asics Running Clubs will be available at both stores where members can benefit from the use of showering and changing facilities.
Both cities boast major annual marathons attracting thousands of runners each year and the new stores are part of Asics’ global strategy to strengthen its retail presence across Europe following new flagships being unveiled in Stockholm and London.
Asics’ unique store concept, which won the Mapic’s ‘Best new retail concept of 2011’ for the Amsterdam outlet, will allow Spanish consumers to interact directly with the brand and offer a unique customer experience.
Alistair Cameron, CEO of Asics Europe said the opening of new stores in two of Spain’s major cities shows Asics is growing from strength to strength and reflects its position as the true sports performance brand.
“Providing consumers an opportunity to experience the latest sports science technology demonstrates our commitment to bringing customers a complete brand experience which will strengthen our unique customer loyalty.
“There is a strong running culture in Spain and despite the economic downturn, Asics has been making a considerable investment in the Spanish market,” he said.
“These new flagship stores offer an exciting and unique concept for customers and provide an environment that allows us to showcase all our running and sports performance products and services at their best,” said Fernando Pina Mulas, head of retail at Asics Europe.
Based in Kobe, Japan, Asics produces professional footwear and sports equipment designed for football, running, netball, tennis, badminton, martial arts, cricket, golf and many other sports codes. As of December 31, the Japanese sportswear brand’s turnover was at 1.8 billion euros (US$2.3 billion). Its sales in Europe, its second largest market, were up eight per cent.
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