On Wednesday, ASICS opened the doors to its largest global retail store located on London’s iconic Regent Street. Featuring all four ASICS brands under one roof for the first time, the state-of-the-art retail space will bring to life the ASICS ‘Sound Mind, Sound Body’ philosophy.

On the Tuesday evening before, we were invited to check out the new flagship store before the doors officially opened and get a flavour of the kinds of things you guys would be treated to! Firstly, the store is absolutely stunning, and provides way more than just a shopping experience!

ASICS, ASICS Tiger, Onitsuka Tiger and Haglöfs will now all be sold in one retail space. Providing a 360-degree offering for consumers, the store will showcase how ASICS can be part of every area of their lives and open a new channel for the brand to reach a wider variety of shoppers. The Regent Street space is one of many new openings as part of a drive to create more physical brand stores in major city centres, including Berlin, Paris, Amsterdam, Tokyo, New York, providing valuable space for ASICS to demonstrate its versatile product offering in each category.

“Our world is changing rapidly and our business is growing alongside this to become a leader in creating valued consumer connections. This store represents a statement that we are one brand that can deliver products for an active lifestyle and through our digital communities, apps and consumer interaction we will also inspire people to move, and enjoy the physical and mental benefits of exercise.” - Alistair Cameron, CEO ASICS EMEA

The new approach offers consumers a fully integrated, holistic sports environment brought to life in an innovative and elevated shopping experience where both the mind and the body are stimulated. The ‘Sound Mind, Sound Body’ ethos of the brand will be consistently channelled through the use of living plant installations, sustainable products, natural wood finishes, LED lighting, and technology, as well as a complimentary juice bar and in-house DJ booth. We had an awesome night experiencing the innovation that has been at the heart of the brand since its inception. A real showstopper for us was the unique ‘robotic shoe delivery system’ which will revolutionise staff interaction with customers allowing them to order product to be delivered to the shop floor. I didn't get to see this in action on the night, but I will most definitely be making a trip back to see it!

Alongside this are four ASICS MOTION ID areas, using sensors to capture consumer’s natural posture and style of movement when running. Intuitive, autonomous robotic window displays featuring robotic arms drawing ASICS silhouettes and showcasing products like you've never experienced before. The store also features kinetic lighting running parallel to the shop floor with different colours pulsating at the same pace as the heart rate of a 100m sprinter. Across the store are also digital touchpoints which inform the customer about the products, adding to the interactive experience between ASICS and their consumers.

Scott Wakefield, Direct to Consumer Director ASICS EMEA, commented: 
“Our new Regent Street store is a beacon for the ASICS DNA. Through the innovative retail space consumers can physically interact with the brand witnessing the technology, breadth of product and ‘Sound Mind, Sound Body’ philosophy. We will take all of the positive elements of this state-of-the-art offering and translate it through further store openings across the globe, as well as, our shop-in-shop and e-commerce platforms. Direct to Consumer represents a strong part of the ASICS future and this is just the start.”

If that wasn't enough, we had the opportunity to experience a stunning live performance from JP Cooper and have a pair of Gel Lyte III's customised by From Virginia Ben. Ben is going to be at the store every Saturday for the next couple of months offering bespoke customisations for you. This is going to be a frequent installation at the store, and one we definitely encourage you to take advantage of!

Coinciding with the flagship store launch, ASICS unveiled its most significant marketing initiative in 25 years – launching a new global brand message, identity, retail concept and integrated brand activation across the globe – kicking off in London. The ‘I MOVE ME’ creative is being unveiled initially across London through a creative activation, OOH and in stadium signage at the IAAF World Championships in Athletics – of which ASICS is an official partner. Launched in July ahead of the global campaign ‘#IMoveLondon’ is the first of many local manifestations of the I MOVE ME initiative – an expression to inspire a new generation of people to move themselves more to achieve the physical and mental benefits of exercise.

Check some more images of the gorgeous new store below!


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