The increase in sales is largely driven by strong growth results in running, stand-out sales in tennis and a huge acceleration in the brand’s lifestyle category, ASICS Tiger.
The results for the first three quarters of 2015 show above-market growth in running, ASICS’ key strategic category. Running footwear increased by 15% overall, and women’s footwear increased by 18%. NPD Sports Tracking data confirms ASICS is now the fastest growing brand amongst female runners.
In tennis, the brand is also number one in Italy since the third quarter, to go with being top ranked in Germany, France and Spain in performance tennis footwear. Furthermore, ASICS has achieved a 41% growth in tennis apparel sales and 16% growth in tennis footwear sales.
ASICS Tiger, has achieved triple-digit growth following its relaunch in early 2015. ASICS Tiger has given iconic ASICS running shoes from the 90’s a new lease of life, capturing the imagination of sneaker heads across Europe.
Its latest iconic model, the GEL-KAYANO EVO – a revitalized version of ASICS’ flagship running shoe from 1993 – has seen the brand’s highest sell through to date at premium and lifestyle sports-fashion retailers.
The main ASICS EMEA markets contributing to the strong sales increases were Sweden, Norway, Denmark, France, Austria, Poland, Benelux and Russia who all recorded strong double-digit sales figures. While the UK, Germany and Italy all achieved solid single-digit growth. Sales in ASICS’ own retail stores increased by 26%.
Alistair Cameron, CEO of ASICS Europe B.V. commented, “We’re extremely pleased with the fastest rate of growth we have posted for some years in the region. The growth across running, as well as other key strategic sports such as tennis, reinforces our position as the true sport performance brand.
The third quarter was dominated by Rugby World Cup 2015, where the Wallabies and the Springboks – wearing our high-tech jerseys – established ASICS as a world leading rugby brand, further supporting an ever increasing brand awareness and retail conversion around ASICS and rugby.
The sales acceleration of the ASICS Tiger brand, since its re-launch earlier this year, is particularly pleasing as we look to connect with a younger audience. The 25th anniversary of the GEL-LYTE III series saw us launch a heritage collaboration with top industry opinion leaders such as Colette and Mita, which contributed to us tripling our lifestyle business with amazing sell through in Europe’s most premium locations.
As we head into the final quarter of the year, ASICS will launch our best ever long-distance running shoe. ASICS MetaRun has been three years in the making and will bring the latest innovations to a rapidly growing running market, ensuring we continue to cement ASICS as the leading performance running brand.”