Asics takes revamped Asics Tiger concept to China

By

Barbara Santamaria

Published
May 23, 2017

Japanese sportswear brand Asics is introducing its revamped Asics Tiger brand in China with the launch of its first standalone store in Xintiandi, Shanghai’s trendy shopping mall.

Relaunched as a sports lifestyle brand and inspired by retro athletic shoes, Asics Tiger makes its debut in China with a store that will serve as the new frontier for the brand. The store offers the latest and most exclusive Asics Tiger products including footwear, apparel, and accessories, as well as collaborations such as the Asics Tiger and Porter footwear collection.

“I’m thrilled to announce the opening of ASICS Tiger’s first standalone store in China. Together with the recently opened, first directly-managed store at iapm, we have built a strong presence of the revived ASICS Tiger brand here,” said Hilda Chan, general manager of Asics China.

“Rooted in Asics’ history, focus on quality, and designs supported by technology, ASICS Tiger will continue to build its reputation as a sports lifestyle brand that always pursues evolution and enriches lifestyles here in China.”

The store design presents key concepts like high street, fluidity and immutability through elements like marble shoe walls, white centre tables, mortar walls and guard rails. On the ceiling, a straight yellow accent line expresses the innovation and freedom of a brand that seeks to break the mould.

Asics has also recently opened two new Asics Tiger stores in Seoul.