Asics to open flagship stores in Spain

Asics will unveil two new state-of-the-art stores in Barcelona and Madrid featuring running laboratories

Asics will offer consumers a high performance running experience with new state-of-the-art stores opening in Spain’s two largest cities. Each store will feature high-tech running laboratories, the Asics Foot ID service and an Asics running club.

The Barcelona store, set over 473m2 will be located at Avinguda Diagonal 543, adjacent to the city’s largest shopping centre, L’illa Diagonal. With the centre’s impressive Rockefeller Centre-inspired design, excellent transport connections and over 170 shops and restaurants, the store sits in a prime commercial position and expects to open in August.

Asics’ new Madrid flagship will be set across 550m2 and will be located at Plaza de la Independencia on Calle de Alcala, opposite Retiro Park, one of the cities 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 padel. The store concept will incorporate top of the range facilities including a state-of-the-art Running Lab, where the highest level of biomechanical analysis systems are available for the first time in Spain to the general consumer.

The analyses 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 exclusive 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 strenghten its retail presence across Europe following new flagships being unveiled in Stockholm and London. Asics’ unique store concept, which won the Mapic ‘best new retail concept of 2011’ for the Amsterdam outlet, will allow Spanish consumers to interact directly with the brand providing a unique experience.

Alistair Cameron, CEO of Asics Europe B.V. said: “The opening of new stores in two of Spain’s major cities shows how Asics is going from strength to strength and reflects our 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.”