ASICS Europe announces 13% sales increase for first quarter of 2015

Stand-out sales growth in running, tennis and lifestyle categories

ASICS Europe has announced strong double digit sales figures and accelerated growth across the EMEA region, delivering an overall 13% increase in net sales between January and March 2015[1]. The increase was largely driven by strong growth across the brand’s running, tennis and lifestyle categories.

The results for the first quarter of 2015 show significant growth in the brand’s key strategic category, running, with footwear increasing by 16%. In running apparel, there has been a 10% growth for men and 16% for women. In performance running apparel, ASICS continues to lead the market in France and reinforces its top-3 position in Germany[2].

In tennis, ASICS’ main sports category behind running, ASICS achieved 56% growth in apparel and 22% in footwear. In Europe, ASICS is the fastest growing major tennis footwear brand, holding the number one market position in Spain and France.[3]

In lifestyle footwear, ASICS is gaining strong momentum. ‘ASICS Tiger’, the brand’s lifestyle expression of the performance side of the business, has seen triple digit sales growth. ASICS’ iconic running shoes from the ‘90s, such as the GEL-LYTE III, have created strong desire with the modern-day sneaker lover.

All of ASICS’ major European sales subsidiaries contributed to the strong growth results. ASICS UK, Spain and Denmark posted solid single digit growth, while ASICS France, Italy, Austria, Poland, Benelux, Russia and Sweden delivered impressive double digit growth figures. From a retail perspective, sales in ASICS’ own flagship stores and retail outlets increased by 27%.

During the 1st quarter of 2015, ASICS reached its highest ever brand awareness level[4], underlining the success of its Global Advertising Campaign – ‘It’s a big world. Go run it’. This month (May 2015), ASICS will further build on the campaign, launching a tennis-specific iteration – ‘It’s a tough game. Go smash it.’ – featuring global brand ambassador Gaël Monfils.

In a further demonstration of their commitment to performance, ASICS’ GEL-Nimbus 17 running shoe was awarded the widely-respected ‘Editor’s Choice’ award by Runner’s World, for “setting the benchmark for running footwear in the cushioning category”. Additionally, Tennis Magazine (US) honoured the GEL-Resolution 6, ASICS’ top model in the stability range, ‘Editor’s Choice’ in its annual shoe guide for being the “benchmark of high performance tennis footwear”.

Ahead of the 2015 Rugby World Cup, ASICS will be launching new rugby apparel and footwear innovations in partnership with the ‘Springboks’ and ‘Wallabies’ – for whom the brand are kit sponsors – with the aim of giving the two sides a competitive advantage to dominate the tournament.

Alistair Cameron, CEO of ASICS Europe B.V. commented: “We’re extremely pleased with our continued strong performance in the EMEA region. 2015 is a key year for ASICS and we have ambitious growth targets across a variety of sports on the performance side of our business as well as in the lifestyle area of the brand. These results put us in a strong position to drive momentum through the rest of an exciting 2015. Our brand awareness levels are at their highest they’ve ever been and ASICS has further cemented its position as 3rd ‘most desired brand in Europe’. We are heading into the second half of the year with the strongest order book for many years.

With a number of much anticipated products launching in running, tennis, lifestyle footwear and rugby over the coming months, we will continue to offer our consumers the most innovative products in the market.”

[1] ASICS Corporation: Jan-Mar 2015, versus Jan–Mar 2014, financial value, local currency, excl. Haglöfs.

[2] NPD Sports Tracking Europe: PoS, Jan-Mar 2015 versus Jan-Mar 2014.

[3] NPD Sports Tracking Europe: PoS, Adult Tennis Footwear, Jan-Mar 2015 versus Jan-Mar 2014.

[4] Ipsos Brand Tracking, Q1 2015, brand equity consumer research in Europe; Germany, Italy, France, UK, Spain, Sweden, Netherlands.

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