Asics Opens First Flagship in New York
Asics America Corp.’s first U.S. flagship is designed to represent the company’s storied heritage and mantra, “Sound Mind, Sound Body.” The store also unveils its new platform featuring performance and lifestyle product (Asics and AsicsTiger brands) together in an effort to reach a wider consumer audience.
“Asics is proud of its unique approach to the retail experience and our product development that focuses on maintaining a healthy lifestyle as a whole,” states Gene McCarthy, president and CEO, Asics America Corp. “By combining two of our uniquely different brands, we are offering consumers a wide range of quality performance and lifestyle shoes and apparel for an array of needs–directly addressing the shift in the way people are working out and moving today.”
Located on Manhattan’s famed Fifth Avenue, the 2,035-square-foot space balances highly technical aspects of the brand’s products with natural, warm finishes and materials, stimulating both the mind and body of customers. The space was designed by Brinkworth.
“Every detail has been elevated and considered against Asics’ heritage and local context, bringing a distinct New York attitude to the space,” says Sam Derrick, director at Brinkworth.
In addition, Asics’ new global campaign, I Move Me, will be brought to life via a sensory experience exhibited by sight, sound and motion. In-store elements include an infinity mirror, LED light columns and I Move Me visuals, which will be strategically placed throughout the space and prominently displayed in the large floor to ceiling windows for maximum exposure both on the interior and exterior. In celebration of the flagship opening, inspirational group movement classes led by New York’s top fitness experts will take place throughout the day from Dec. 15 through Dec. 17.