Asics spotlights sportstyle innovation at Milan Design Week

Asics has stepped into Milan Design Week with an immersive installation showcasing the Japanese sportswear brand’s latest innovations. It’s a platform from which to set off on a far-reaching journey, aiming to transfer Asics’ performance-related approach to its lifestyle offering, which is currently thriving. FashionNetwork.com met with two of the brand’s senior executives, for an in-depth discussion of the next steps in its growth trajectory.

FashionNetwork.com: Why did you decide to appear at Milan Design Week?
Anissa Jaffery (Asics EMEA communications lead): Fashion is an important sphere, but this event provides access to a wider cultural platform. Given its strong emphasis on technology and innovation, [Milan Design Week] seemed the most appropriate arena for us, consistent with Asics’ foundations. It also allows us to showcase our brand in more experiential fashion, especially now that Italy is one of our key markets. It’s our first major cultural activation in the country, it was important to present [Asics] in a meaningful, distinctive way. Outside of Paris Fashion Week, we hadn’t yet created major large-scale consumer experiences in Europe. 

Which innovation are you unveiling in Milan? 
The Gel-Kinetic 2.0 trainer is the activation’s protagonist. It has been developed by our Sport Science Institute in Japan, and features our cutting-edge Gel scutoid cushioning technology, delivering a sense of great reactivity and comfort. The Gel-Kinetic 2.0’s design is rooted in our archive, offering a modern take on the running shoes aesthetic of the early 2000s.

Where will the Gel-Kinetic 2.0 be available? 
It will be on sale during Milan Design Week at selected retail partners in the city, including Slam Jam, One Block Down and End Clothing, as well as through Asics’ global retail channels.

Who curated the Milan Design Week installation? 
The Asics pop-up store at Garage 21, open on April 22-24, is a retro-futuristic playground created by Los Angeles design studio Nuova Group. It has been conceived as a product testing experience, and visitors are able to physically interact with the shoes. The installation is inspired by the concept of movement that lies at the heart of Asics’ philosophy, inspired by the Latin motto mens sana in corpore sano (a healthy mind in a healthy body).

What are your goals for the event? 
This activation enables us to establish a deeper connection with consumers by bringing the whole Asics sportstyle world to life, from our heritage and craftsmanship to innovation and technology. By creating a space where people can physically experience our products, we’re keen to promote both emotional connections and product credibility, especially with regards to our Gel technology.

Where are Asics’ EMEA headquarters located? 
They are in the Netherlands, in Hoofddorp, on the outskirts of Amsterdam. The main office is home to some 250 people in various capacities, while the sportstyle category has a staff of 17, between marketing, merchandising and design. We’re working closely with our Kobe headquarters in all areas of the business. We collaborate closely on design, product development, marketing and go-to-market strategy. Such a close connection ensures that regional execution is always aligned with global innovation and the brand’s senior management.

How are you distributed in the region? 
We prioritise wholesale partners over individual retailers, aiming to position the brand in premium, high-level environments alongside the sector’s leading players. We’re currently distributed in 27 countries, and the key markets in which we’re investing are Germany, the UK, France, Italy, the Netherlands and Denmark.

What are your regional expansion plans? 
We’re keen to strengthen our ties with multibrand retailers, working closely with them on product launches, activations and curated spaces, including shop-in-shops. Over the next 12-24 months, we’ll focus on diversifying our product portfolio, establishing a stronger presence in key markets. Our goal is to elevate the way the brand is experienced via major consumer-focused activations, rather than growing through monobrand stores.

Which collaborations are you working on? 
Alvaro Moreno de la Cruz (global head of marketing Asics sportstyle): We believe in longevity rather than novelty for its own sake. Kiko Kostadinov is a perfect example of this, after nearly 10 years with us. He embodies the Japanese philosophy of kaizen, constant improvement. But we’re also introducing new names, like Soshiotsuki and Little Tokyo Table Tennis. Young designers and emerging brands challenge us and offer new perspectives.

Do you have other activations in the pipeline?
We continue to engage with platforms that have a global impact, such as Milan Design Week and Paris Fashion Week. But we’re increasingly investing in strictly local activations, in order to connect with communities in a more meaningful, organic way.

How does technology fit into Asics’ strategy? 
Innovation is built into our products from the outset. It’s one of the main reasons why the brand has remained relevant for over 75 years. This commitment is rooted in the historic Japanese emphasis on craftsmanship and precision. Across the brand, from our high-performance running innovations to the sportstyle lines, the products reflect a constant conversation between performance functionality and design evolution. 

How much is the lifestyle segment worth for Asics today? 
In 2025, the sportstyle division accounted for 17.4% of the business (up from 10.4% in 2024), while running products accounted for 44.9%. Performance products are still our core business, but we see significant scope for further growing sportstyle as a strategic mainstay.

What are the division’s objectives? 
Our ambition is to make sportstyle a pillar of Asics’s business, offering a higher expression of the brand for everyday use. We don’t want to move away from performance, but we’re keen to translate our credibility into products that are relevant even beyond sport.

What about apparel? 
It plays an important role in building a complete sportstyle range. We’re focusing on premium, functional everyday apparel blending comfort, movement and style sense in a way that is distinctly Asics.