ASICS launches new global retail concept with its first brand store in Belgium


On December 7th true sport performance brand ASICS launched its new global retail concept in Brussels – the brand’s first performance store in Belgium.

The new concept is centred on the ASICS ‘Sound Mind, Sound Body’ philosophy and offers consumers a fully integrated sports experience – bringing the brand’s consumer-centric approach to life in an innovative and elevated shopping experience.

The brand store in Brussels offers ASICS’ latest sports performance collections, as well as running services, a digital consumer journey linked to the RunKeeper app and a community fitness space.

Following the world premiere in Belgium, the new retail concept will roll-out in ASICS stores and across point of sale areas globally.

ASICS is the acronym for ‘Anima Sana In Corpore Sano’, and the store’s consumer journey reflects the harmony of this philosophy. The space balances the highly technical aspects of the brand’s products – a sound body – with natural, warm finishes, features and materials – a sound mind – resulting in an environment that immerses customers in a world where both the mind and body are stimulated.

Natural materials combine with a bespoke hanging plant installation to soften and freshen the retail environment. In contrast to the calming botanical touches, the technological features of the space exude innovation and technology – values inherent to the ASICS DNA.

Highlights include:

  • A digital shopping experience; which begins via big screens in the storefront windows, bringing the atmosphere of the collections to life.
  • Digital touchpoints; inform the customer about the products.
  • RunKeeper heatmap; offering inspiration by showing the most popular running routes around Brussels.
  • Community room; sports enthusiasts will be able to take part in fitness lessons – from HIIT to Yoga – held in a space that will also be offered to freelance sports instructors for free.

Scott Wakefield, Direct to Consumer Director ASICS Europe, commented: “At ASICS we are proud to put consumers at the heart of what we do, and literally bring sports in-store.  This new atmosphere will service our core community, such as the high performance runners and will become the go-to place for young actives on the search for style and versatility in their products. We are confident that we have delivered a next generation retail concept that can be harnessed in ASICS retail stores and shop-in-shop installations across the world to bringing us to our 2020 goals and beyond”.