Asics evolves retail strategy with refurbished store opening in Mumbai
21 April 2026, Mumbai
Japanese sportswear major Asics has significantly evolved its retail strategy for the Indian market by reopened its upgraded Linking Road store in Mumbai. The revamped outlet introduces a contemporary design language that transitions the space from a traditional point-of-sale to a specialized experience center. This development aligns with the brand's global ‘Sound Mind, Sound Body’ philosophy, featuring dedicated zones for Performance Running, SportStyle, and Core Performance. By integrating proprietary Foot ID technology, the store offers personalized biomechanical analysis, allowing consumers to make data-backed footwear choices—a move essential for maintaining a competitive edge in India's high-growth premium segment.
Capitalizing on the performance apparel boom
The Mumbai reopening occurs as Asics India reports a robust 25–30 per cent projected growth for the current fiscal year. With the Indian footwear market expanding at a CAGR of 12.2 per cent, the brand is doubling down on its physical footprint, targeting a network of 200 stores by the end of 2026. Rajat Khurana, Managing Director, notes, Mumbai remains a critical region for the brand’s expansion, particularly as demand for high-end performance gear - often priced above Rs 12,000 - continues to rise among urban athletes. This premium positioning is bolstered by a hardware-agnostic retail approach, ensuring that even revamped high-street locations deliver the same immersive environment as new flagship outlets in Delhi or Bengaluru.
Navigating the omnichannel retail landscape
Beyond physical stores, Asics is navigating an aggressive digital shift, anticipating that online channels will account for 50 per cent of total sales within the next two years. The Linking Road store serves as a physical touchpoint in this omnichannel ecosystem, addressing the commercial challenge of balancing high-volume digital turnover with the specialized service required for technical athletic gear. As the company executes its growth strategy, these experience centers are expected to drive customer loyalty and stabilize margins amidst fluctuating raw material costs and increasing competition from global sportswear peers.
Scaling premium performance
Asics is a global leader in high-performance athletic footwear and apparel, currently operating over 137 stores across India. The brand focuses on technical innovation, serving elite athletes and fitness enthusiasts in the performance running and lifestyle segments. With record global revenues exceeding 800 billion yen in 2025, Asics India plans to reach 200 stores by late 2026, leveraging its Japanese heritage and human-centric design to capture a dominant share of the domestic premium market.
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