Japanese running and sports specialist Asics has opened its largest global flagship store on London’s Regent Street.
Created to house all four of the Asics labels: Onitsuka Tiger Haglöfs, ASICS Tiger and ASICS under one roof, the 9,041sq ft store is located in what was formerly a French Connection store.
Unlike many of its global sports brand competitors Asics has just 26 stores worldwide and the Regent Street flagship is part of a three-year expansion programme to create wider awareness for the label via bricks and mortar destinations.
Trading across three storeys, the store has been designed to host regular events; there is a dj booth and product customization centre and a complimentary juice bar.
The brand has its own fitting system installed at the store, ASICS Motion ID, which helps customers choose the best running shoe for their foot and gait. In addition, the store has a robotic window display and an autonomous shoe delivery system for sales associates servicing customers.
In terms of creating difference in a sports store, this looks a good move by ASICS.