ASICS makes Philippines push, sets sights on partnerships with running communities

MANILA — Japanese multinational sportswear company ASICS is expanding its footprint in the Philippines, establishing a local headquarters while setting its sights on partnerships with running communities across the country.

With running continuing to gain popularity among Filipinos, as thousands take part in races and other running events, ASICS Philippines is looking to tap into these communities as it brings its world-class footwear technology to the Southeast Asian nation.

ASICS country manager Eriko Takamoto discussed on Thursday how the company, which now operates directly in the Philippines, aims to help Filipinos reach their full athletic potential.

“Our goal is not simply to bring ASICS to the people. We would like to bring our experience to the Filipino people,” said Takamoto.

Takamoto also outlined four key priorities for the company: strengthening its leadership in running; expanding its presence across other sports, including tennis and basketball; growing its footprint in the country; and building stronger emotional connections with consumers through a larger social community.

“These priorities are really important so that ASICS can bring our game to life,” said Takamoto.

ASICS is known for its running shoe lines, including the GEL-NIMBUS, GEL-KAYANO, and carbon-plated METASPEED racing series. Its product portfolio also includes specialized footwear for indoor sports, such as the SKY ELITE for volleyball and GEL-RESOLUTION for tennis.

The company also announced plans to roll out expanded concept stores equipped with interactive 3D foot mapping and precision gait analysis technology, offering customers a more personalized footwear experience.