London's iconic Regent Street will now become the home to ASICS largest global retail store, housing all four ASICS brands in one location for the first time. Check out the highlights from the launch party in our exclusive video above.
Bringing together all areas of the brand will provide customers with a 360-degree view, showcasing how ASICS can provide for every aspect of their lives - across ASICS Tiger, Onitsuka Tiger, ASICS, and Haglöfs. In the aim of allowing the brand to demonstrate its versatility and broad range, the new Regent Street space will now fire off a drive to create more physical brand stores in major cities.
Demonstrating the ASICS philosophy of 'Sound Mind, Sound Body', all elements of the retail space coming together under one roof now creates a seamless experience between physical and digital elements of ASICS. With each designated area of the four brands specifically designed in store to reflect its particular characteristics, guests at the opening launch were on hand to witness the many accompanying features. Hydroponic plants, kinetic light installations and store mannequins crafted from recycled materials exhibits the elements of holistic and technological embrace that has seen ASICS lead the way in brand presentation.
As guests poured over a range of impressive stations, including trainer customization from @FromVirginiaBen, a resident at the store, healthy juice bars and ASICS MOTION ID, a clever base analysis that selects the best running shoe for each consumer’s profile – the current nucleus of the brand was cleverly displayed over an evenings entertainment.
Speaking on the night, ASICS CEO Alistair Cameron said - “Our world is changing rapidly and our business is growing alongside this to become a leader in creating valued consumer connections. This store represents a statement that we are one brand that can deliver products for an active lifestyle and through our digital communities, apps and consumer interaction we will also inspire people to move, and enjoy the physical and mental benefits of exercise.”
ASICS flagship store on Regent Street is open now 10-9pm Mon-Sat and 12-6pm on Sundays.
Make sure to stop by and check out the new store located at: 249-251 Regent Street London, W1B 2EP.
