ASICS Europe has announced solid growth across the EMEA region between January and June 2016[1]. The sports performance brand delivered an overall 6% increase in net sales to €445 million, with profitability in that period increasing by 21.9%.
The sales growth was largely driven by ongoing acceleration in the brand’s lifestyle category, ASICS Tiger. The results for the first half of 2016 also demonstrate solid growth in running – a key strategic category – with running footwear sales increasing by 8.6%.
ASICS Tiger, the lifestyle expression of the performance brand – which has captured the attention of sneaker heads by giving iconic ASICS running shoes from the 90’s a new lease of life – grew an impressive 81% compared to the first half of 2015.
A large part of this growth was down to ASICS Tiger’s latest iconic model, the GEL-KAYANO EVO which delivered the brand’s highest sell-through to date at premium, lifestyle sports-fashion retailers like JD Sports and Foot Locker. The brand also launched the new GEL-LYTE RUNNER, and landed successful collaboration projects with SLAM JAM, Solebox and Offspring.
The first half of 2016 has also seen ASICS implement a number of important operational changes as part of the brand’s globalization. These include the hiring of a new Marketing Director and Merchandise Director for EMEA, as well as rolling out an SAP FMS system globally, becoming the first sports brand to link its ecommerce, retail, B2B and wholesale systems as one.
Alistair Cameron, CEO of ASICS Europe B.V., commented, “We’re pleased with the first half results, with operating income up on forecasts, margins improving and a better quality portfolio in place. As ASICS globalizes, key investments have been made including the influential hires of Björn Hamacher, to help the brands marketing better connect with digital audiences and Linda Hogervorst in a new function of Merchandise Director.
Once again the lifestyle side of our business continues to excel, building brand affinity amongst younger audiences, whilst we continue to bring the latest premium performance running products to the market, including ASICS’ fastest everyday-running shoe ever, DynaFlyte, which has won the award for ‘Best Debut[2]’.
The second half of the year starts in Rio where ASICS’ sponsored athletes, federations and delegations will be competing, all of whom we wish well. We are also preparing to launch a groundbreaking, new tennis shoe to cement our position as the leading tennis footwear brand and we will be rolling out our largest lifestyle campaign of the season to launch the ‘Chameleoid Mesh Pack’.”
[1] ASICS Corporation: Jan-Jun 2016, versus Jan–Jun 2015, financial value, local currency, excl. Haglöfs.
[2] Competitor Magazine, US, August 2016.