Sports performance giant plants flagship flag on Fifth Avenue
Asics America Corp. opened a flagship that, for the first time in the U.S., is home to both its brands: Asics and the lesser-known Asicstiger.
The store is designed to represent the brand's heritage and its mantra and trademark, "sound mind, sound body," as well as serve as a new platform to reach a wider variety of consumers. (Asics is the acronym for 'Anima Sana In Corpore Sano', meaning "A Sound Mind in a Sound Body" in Latin.) The mantra is consistently channeled through the store's fully integrated sports environment.
The space balances the highly technical aspects of Asics' products (a sound body) with natural, warm finishes, features and materials (a sound mind), creating an environment that immerses customers in a world where both are stimulated. The new global retail concept was designed by Brinkworth and is reflected across point of sale areas globally.
"Every design and material detail has been elevated and considered against Asics' heritage and local context, bringing a distinct New York attitude to the space," said Sam Derrick, director at Brinkworth.
Asics' new global campaign, "I Move Me," is brought to life in the space via a sensory experience of sight, sound and motion. In-store elements include an infinity mirror, LED light columns and campaign visuals, which are located throughout the space and prominently displayed in the large floor to ceiling windows for maximum exposure both on the interior and exterior.
In a first for the U.S., the new store brings together two distinct brands in the company's portfolio, including its namesake performance athletic shoe and apparel line. It also houses the company's Asicstiger lifestyle brand, which draws inspiration from the authentic Japanese heritage of the company. It takes a street-inspired approach to classic footwear and apparel silhouettes, influenced by art, music, fashion and Japanese culture.
Asics was created by Kihachiro Onitsuka in 1949, who began manufacturing basketball shoes in Kobe, Japan.
The store is designed to represent the brand's heritage and its mantra and trademark, "sound mind, sound body," as well as serve as a new platform to reach a wider variety of consumers. (Asics is the acronym for 'Anima Sana In Corpore Sano', meaning "A Sound Mind in a Sound Body" in Latin.) The mantra is consistently channeled through the store's fully integrated sports environment.
The space balances the highly technical aspects of Asics' products (a sound body) with natural, warm finishes, features and materials (a sound mind), creating an environment that immerses customers in a world where both are stimulated. The new global retail concept was designed by Brinkworth and is reflected across point of sale areas globally.
"Every design and material detail has been elevated and considered against Asics' heritage and local context, bringing a distinct New York attitude to the space," said Sam Derrick, director at Brinkworth.
Asics' new global campaign, "I Move Me," is brought to life in the space via a sensory experience of sight, sound and motion. In-store elements include an infinity mirror, LED light columns and campaign visuals, which are located throughout the space and prominently displayed in the large floor to ceiling windows for maximum exposure both on the interior and exterior.
In a first for the U.S., the new store brings together two distinct brands in the company's portfolio, including its namesake performance athletic shoe and apparel line. It also houses the company's Asicstiger lifestyle brand, which draws inspiration from the authentic Japanese heritage of the company. It takes a street-inspired approach to classic footwear and apparel silhouettes, influenced by art, music, fashion and Japanese culture.
Asics was created by Kihachiro Onitsuka in 1949, who began manufacturing basketball shoes in Kobe, Japan.