Since its foundation, Asics has established itself as a benchmark in the world of running, thanks to high-performance footwear designed for athletes.
Although the Japanese brand has long been associated with avid runners, it has also developed its Asics Sportstyle range over time, distinguished by its blend of performance and trendy design.
Although the Japanese brand has long been associated with avid runners, it has also developed its Asics Sportstyle range over time, distinguished by its blend of performance and trendy design.
One of the defining moments for Asics over the past two decades was the decisive turning point in the early 2010s, when influential figures such as Ronnie Fieg (and his Kith boutique) brought iconic models such as the Gel Lyte III and V to the fore via a quality, multi-year partnership.
This collaboration breathed new life into the brand's “suede runner” heritage, with numerous limited and ultra-limited editions that sneaker fans snapped up, sometimes selling for 3 or 4 times the price on the secondary market.
It was only recently, in the summer of 2022, that Asics experienced a spectacular boom that few had seen coming.
Driven by strategic collaborations with JJJJound, Kiko Kostadinov, Zack Bia & more, the brand has conquered the younger generation and responded to a new type of demand.
Let's dive in.
This collaboration breathed new life into the brand's “suede runner” heritage, with numerous limited and ultra-limited editions that sneaker fans snapped up, sometimes selling for 3 or 4 times the price on the secondary market.
It was only recently, in the summer of 2022, that Asics experienced a spectacular boom that few had seen coming.
Driven by strategic collaborations with JJJJound, Kiko Kostadinov, Zack Bia & more, the brand has conquered the younger generation and responded to a new type of demand.
Let's dive in.
New customers & New Expectations
Since the sneaker and social networking boom of the 2010s, generations have changed and so have consumers. Add to this the fact that fashions have changed, with a resurgence of Y2K trends, baggy pants and looser tops, and it's only logical that sneaker demand has been heavily impacted. Aesthetics, comfort and modernity have taken the lead over what consumers want and expect. In search of a fresh new look and a new identity in tune with the times, new generations don't have the same preoccupations as sneaker fans have had in recent years. Origin, inspiration and storytelling are not necessarily of the same interest to new buyers. This is where the Metallic Runner era has found its momentum.
These pairs, characterized by large mesh parts on the base with synthetic overlays often in metallic colors, have begun to dominate the market.
Among the most popular models were the Asics Gel-1130, the Asics GT-2160, the Asics Gel-Kayano 14 and the Asics Gel-NYC.
Modern distribution and rarely seen organic growth
New times, new codes, the impact of social networks like TikTok, has played a major role in amplifying the visibility of these models, creating trends and demand among a young public, attracted by new and modern designs.
Where other brands usually drive the market with limited series and ever crazier collaborations, Asics has found itself with demand coming mainly from inline releases. An inline release refers to a sneaker model that is permanently available in stores, with no specific release date or limited production. These models, often called “general release” or “GR”, are not subject to limited quantities and are regularly restocked. They are generally classic models, accessible and permanently integrated into the brands' permanent collections.
This is a very rare phenomenon in the sneaker market, and is the ultimate dream of every brand.
The new generations' addiction to instantaneity and the accessibility of a pair of inline sneakers make buying a smooth and easy process for them, as they only have to walk through the doors of a boutique to get their hands on a fashionable pair of Asics.
That's not to say that Asics hasn't done some collaborations, such as Cécile's collection or the successful Hidden NY, but that's not what's important.
Price to Value reconciliation
At the same time, Asics has been able to offer excellent value for money, setting itself apart from the competition by positioning certain models at €100, such as the Gel-1130, or €150 for the Gel-NYC, where other brands have central prices hovering around €180. In the wake of the COVID-19 crisis and global inflation, sneaker prices have risen significantly on many top-selling models, such as Nike's AF1, AJ4 and Dunks, or New Balance's 9060 and 550. Asics' ability to keep prices competitive remains a clear advantage for the brand to this day.
Decline of other brands leaving room for growth
Finally, the sneaker market has seen a relatively difficult end of cycle for the brands that were at the top of the rankings. The end of the collaboration between Ye (formerly Kanye West) and Adidas, as well as the delayed launch of the Fear of God collection, left a void for the brand with the 3 stripes. This is despite the fact that the Samba and the rest of the Terrace pairs have picked up the torch. At Nike, the lack of innovation and over-production of successful models (dunk, AJ1, AJ4 in particular) created a real decline in demand. Their DTC strategy and the demise of the late Virgil Abloh only accentuated this phenomenon.
New Balance stayed the course with strong collaborations (Joe Fresh Goods, Salehe Bembury) and models like the 9060 or 1906. However, models such as the 550 or 2002R ran out of steam. New Balance tried to adapt quickly with new silhouettes such as the 740 or NB 1000.
In this context, Asics was able to take advantage of part of the available market and of buyers open to new offers, which was rarely the case in previous years.
What's next for Asics ?
What's next for Asics ?
What does the future hold for Asics? Will the brand succeed in maintaining its position, or is it in a cycle that will soon come to an end? Only time will tell.
However, it should be borne in mind that the Sportstyle range remains very small compared with the brand's overall figures. What's more, their CEO has made it clear that Asics aspires to remain a brand focused on performance and training.
It remains to be seen whether Asics will be able to balance its models and colors according to supply and demand. Release new silhouettes and bring them into the modern age.
Stay tuned and check out all the Asics releases on our dedicated page.