Asics, the leading brand in tennis footwear in North America, is implementing a growth strategy to maintain its position and distance itself from competitors. The T-Project, named after Asics President and COO Mitsuyuki Tominaga, will focus on investments in sponsorships, research, and development. Tennis, while a smaller market compared to running, is a crucial element of Asics’ growth strategy, and the brand aims to maintain its dominance in the US and Europe.
To improve brand visibility within the sport, Asics plans to sign new athletes, particularly focusing on the women’s side of the sport and nurturing young talent. Partnering with tournaments, coaches, and smaller events will ensure Asics remains prominent at every level of the sport. Tominaga emphasizes the importance of top players and grass roots initiatives, highlighting the success of their strategies in different regions across the world.
Selecting the right athletes goes beyond on-court performance, as Asics values athletes who will collaborate on product development and provide feedback to enhance innovation. Elite-level athlete feedback, particularly from players like Novak Djokovic, is crucial in understanding how products perform under various court conditions. Asics has utilized Djokovic’s insights to develop the Court FF silhouette and plans to continue pushing innovation for their key silhouettes through the T-Project’s focus on research and development.
Asics key silhouettes, including the Gel-Resolution line, are significant drivers of the brand’s success in the tennis footwear market. The brand is committed to pushing innovation for these key silhouettes, despite offering more price-point accessible options. The Asics Creation Center in Boston, set to launch on May 1, will bring together product design, innovation, and craftsmanship to capture the US market and drive technological advancements in tennis footwear.
In addition to the focus on tennis, Asics North American growth strategy includes a dedication to run specialty shops. Running, the largest market in performance footwear, remains a key focus for Asics, with plans to work closely with specialty run stores and gain insights from consumer feedback. The brand also aims to expand into the growing pickleball and padel markets while maintaining a strong presence in tennis, particularly in the United States.
Overall, Asics is prioritizing its North American growth strategy, aiming to capture market share and regain the top spot in North America in both tennis and run specialty. The T-Project, along with investments in sponsorships, research, and development, will drive innovation and technological advancements in Asics tennis footwear, ensuring the brand’s continued success in the competitive market.
