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Asics Running Lab service to spread across European capitals
Asics to introduce ‘exclusive’ runner services to capital cities across Europe after opening new store concept in Amsterdam
Asics said it will look to introduce new store formats to capital cities across Europe after opening a new flagship store in Amsterdam, the Netherlands offering runners exclusive services.
The Asics flagship store in Amsterdam features Running Lab, Running Club and Foot ID services.
It is the first European location to offer Running Lab to consumers. Asics said the Running Lab concept was designed by its Institute of Sport Science in Kobe, Japan and has so far only been available to professional athletes.
In the Running Lab, runners can benefit from numerous extensive body analyses that will lead to advice on how to help improve their running ability and gait, Asics said. These analyses include foot shape, leg alignment, running technique, muscle strength and endurance.
As of March, everyday consumers will be able to enter the Running Lab in Amsterdam, as well as use the Running Club. Asics said the Running Club offers members running clinics and exclusive changing room facilities with lockers, showers and a towel service.
Foot ID is a high-tech system that combines static and dynamic measurements to ensure customers select the correct shoes for their individual biomechanical profile.
Alistair Cameron, president and chief operating officer of Asics Europe, said: “With this unique concept, we are now able to bring the cutting-edge facilities of our renowned Institute of Sport Science in Kobe to our customers in Amsterdam, transforming them into a consumer experience that will further strengthen our unique customer loyalty."
Fernando Pina Mulas, head of retail at Asics Europe, said: "The Asics flagship store in Amsterdam is more than a store. The services we are offering here, such as the professional Running Lab or the Running Club, are unique.
“It will offer the full Asics running experience and help us build a strong relationship with our customers. We believe that the success of this store will lead to more Asics stores opening in major European capitals."
