Japanese sportswear large ASICS isn’t simply dipping its toes into the Indian market anymore — it’s going for a full-on dash. The model, recognized worldwide for its high-performance trainers and athletic gear, has set its eyes on a daring goal: 200 unique shops throughout India by 2026.
If that sounds formidable, that’s as a result of it’s. However for those who’ve been being attentive to India’s fast-evolving sports activities and athleisure market, you’ll know ASICS’ transfer is definitely fairly well-timed. Rising disposable incomes, an city center class obsessive about well being and health, and the post-pandemic shift towards energetic existence have turned India right into a extremely engaging playground for international sportswear manufacturers.
Proper now, ASICS runs 113 mono-brand shops within the nation, and the plan is to virtually double that quantity in lower than two years. “India has change into certainly one of our precedence progress markets,” says Rajat Khurana, Managing Director of ASICS India and South Asia. “We’ve seen constant double-digit progress right here over the previous few years, and our prospects are asking for extra accessibility — that’s what we’re delivering.”
The Massive Push into Smaller Cities
One fascinating factor about ASICS’ growth technique is that it’s not simply chasing the standard suspects like Mumbai, Delhi, or Bengaluru. Whereas the metros will proceed to get new shops, the model is more and more taking a look at Tier-II and Tier-III cities — suppose Lucknow, Coimbatore, Guwahati, and Indore.
Why? As a result of that’s the place the untapped demand lies. Health tradition has quietly unfold past massive cities, and prosperous customers in these areas are actually extra prepared than ever to spend on premium sportswear. For ASICS, that is the right second to plant its flag in these markets earlier than opponents crowd in.
And sure, ASICS isn’t doing this on their lonesome — a very good chunk of this growth will come via franchise companions. The corporate has been actively scouting for entrepreneurs and retail teams who can carry native market experience to the desk whereas benefiting from ASICS’ model energy.
A World Model Adapting to Native Tastes
Globally, ASICS has constructed its fame on technology-driven trainers. For those who discuss to a severe marathoner, chances are high they’ve laced up a pair of ASICS Gel-Kayano or Nimbus in some unspecified time in the future. However in India, the model is aware of it has to tweak its playbook.
Khurana factors out that whereas working stays a key focus, Indian consumers are additionally choosing up ASICS merchandise for fitness center exercises, yoga periods, and informal put on. Because of this you’ll see Indian shops stocking a wider vary of athleisure gear alongside their core efficiency merchandise. “We’ve realized that consolation and magnificence are simply as essential for our Indian prospects,” Khurana notes.
Even the in-store expertise is being localised. Count on a mixture of Japanese minimalism and Indian heat, with educated workers educated to assist prospects discover the suitable shoe primarily based on gait evaluation and foot kind — a service that resonates effectively with first-time premium consumers.
The Aggressive Monitor
ASICS’ race for growth comes at a time when the Indian sportswear market is buzzing with exercise. Nike might have scaled again its direct retail presence right here, however Adidas, Puma, and Skechers are aggressively opening shops. Then there are homegrown gamers like Campus Activewear and HRX tapping into price-sensitive segments.
ASICS’ positioning is someplace within the upper-premium vary — pricier than Puma normally, however nonetheless beneath ultra-luxury sports activities labels. This makes the model engaging to severe runners and health lovers who don’t thoughts paying extra for high quality, however it additionally means ASICS should work more durable to justify that price ticket in smaller cities.
That’s the place its retail technique performs an important position: bodily shops, particularly in new markets, aren’t simply factors of sale — they’re model expertise facilities. They permit prospects to the touch, really feel, and check out merchandise in a manner e-commerce merely can’t match.
The Franchise Angle
For franchise buyers, ASICS’ growth push is value watching intently. The corporate’s franchise mannequin gives companions the advantages of a globally recognised model, sturdy advertising assist, and entry to premium merchandise — all in a class with regular progress prospects.
After all, the flip aspect is that sportswear retail is capital-intensive, with greater retailer setup prices in comparison with, say, a QSR franchise. Location is all the things, and ASICS is unlikely to approve a website that doesn’t match its premium positioning. Nonetheless, for these prepared to speculate, the mix of rising well being consciousness and rising disposable incomes makes this a probably profitable guess.
Working Towards 2026
If ASICS hits its goal of 200 shops by 2026, it would have cemented itself as a serious participant in India’s sportswear house. The larger query is whether or not it might preserve the momentum past that milestone. In any case, retail growth is a marathon, not a dash — and within the aggressive race for Indian customers’ loyalty, the end line retains transferring.
However for now, ASICS appears assured, and the market situations are in its favour. The health growth is actual, the model’s progress numbers are stable, and its franchise pipeline seems to be wholesome. “We’re not simply promoting footwear,” Khurana says with a smile. “We’re constructing a group of runners, athletes, and health lovers throughout India.”
If that imaginative and prescient holds true, ASICS might not simply be increasing — it may very well be redefining what premium sportswear retail seems to be like within the nation.
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