Insider Spotlight
The establishment of ASICS Philippines Inc. marks the company's move toward direct local operations. This will allow the Japanese sportswear brand to better understand Filipino consumers and strengthen its presence in the country's growing sportswear and active lifestyle market.
"We find a lot of potential in the Philippines. Not only in sports, but also in the lifestyle market," ASICS Philippines country manager Eriko Takamoto said during the media briefing.
Better brand engagement
With direct control over its Philippine operations, ASICS can tailor its product offerings and retail strategy to the preferences of Filipino consumers.
The company is also looking to strengthen its foothold in the growing sportswear market by investing in running communities and fitness programs that encourage greater brand engagement.
Takamoto, who has been with ASICS since 2007, said the company's expansion strategy would prioritize accessibility and meaningful consumer experiences rather than simply increasing its store network.
"We are still in the planning phase of the store expansion. We plan to be present where the people or community needs us," she said.
‘Support all types of running journeys’
Running remains central to ASICS' Philippine strategy, although the company also sees opportunities in court sports such as volleyball, tennis and basketball as well as lifestyle footwear.
"We'd like to bring ASICS running ecosystem into the Philippine market, which means ASICS in the Philippines can support all types of running journeys," she added.
The company plans to expand its ASICS Running Club and introduce more community activities, including footwear trials, training camps, and personalized running programs.
These initiatives will also offer gait analysis, which assesses walking and running patterns to help participants find footwear suited to their needs.
PH’s young, digitally engaged demographic
Takamoto also identified the Philippines' young, digitally engaged sports market as an opportunity for community-driven brand development.
"The community here is very much connected," she said, highlighting the potential to engage consumers beyond conventional retail channels.
ASICS also plans to introduce more performance innovations, including its GEL-NIMBUS, GEL-KAYANO, and METASPEED running footwear lines, alongside its Sportstyle collection.
The company is preparing its Autumn/Winter 2027 collection and exploring concept stores featuring advanced 3D Foot Mapping technology.
“We at ASICS want to share our philosophy that is sound mind, sound body to the majority of the Filipinos. We want to continue to play an important role in connecting with more people and increasing our global relevance and strengthening our relevance in this country," she said. —Vanessa Hidalgo | Ed: Corrie S. Narisma
