ASICS

Basic Information

Stock Code
7936
Industry
Other Products
Category Detail
Hobby & Leisure Products
Prefecture
Hyogo Prefecture
Establishment Year
September 1949
Listing Year
January 1964
Official Website
https://www.asics.com/
TSE Information
TSE Information
Yahoo! Finance
Yahoo! Finance
Other Companies
Fujikura, Mitsubishi Heavy Industries, Mizuno, Goldwin, Sanrio

Overview

ASICS is Japan's leading athletic footwear manufacturer, founded in 1949, with strengths in marathon and volleyball categories and high brand power domestically and internationally as a multinational company.

Current Situation

ASICS achieved consolidated sales of 678.5 billion yen, operating profit of 100.1 billion yen, and net profit of 63.8 billion yen in the fiscal year ending December 2024, demonstrating strong financial health. It leads Japan in sales of marathon competition shoes, with a high overseas sales ratio and advancing global expansion. Successfully revived brands like Onitsuka Tiger and ASICS Tiger, strengthening its position in fashion. Established the Sports Engineering Laboratory to advance cutting-edge technology development. Responding to health trends with urban low-oxygen facilities. Focusing on sustainable materials and sustainability management, aiming to strengthen overseas expansion and diversify product brands toward 2030. Recently expanded sponsorship of sports events domestically and internationally to boost brand recognition. Emphasizing shareholder communication and talent development.

Trivia

Interesting Facts

  • Founder Kihachiro Onitsuka contributed to Japan winning 46 gold medals at the 1964 Tokyo Olympics
  • Nike's predecessor Blue Ribbon Sports was the sales agent for ASICS' Onitsuka Tiger
  • Onitsuka Tiger revived in 2002 fashion revival
  • Participating as domestic top sponsor for 2020 Tokyo Olympics
  • Has specialized research institute with track and tennis court on premises
  • Policy statement in China sparked social debate
  • Deploys urban low-oxygen training facilities for runners in Tokyo and Osaka
  • Baseball goods once partnered with Rawlings but unified under own brand
  • Contracts with top athletes like Novak Djokovic in tennis
  • Deploys both competition shoes and fashion shoes simultaneously
  • 1976 Montreal Olympics gold medalist gained attention by holding up removed shoe
  • Made Swedish outdoor brand Haglöfs a subsidiary since 2010
  • Provides online uniform creation system 'Order Compo'
  • Serves as uniform supplier for various Japanese national sports teams
  • Entered safety shoes and other work shoe markets

Hidden Connections

  • Nike founder had connection with ASICS' Onitsuka Tiger
  • Experienced performance decline after 1972 Tokyo Stock Exchange listing and undertook management renewal
  • Onitsuka Tiger's Mexico line is ASICS' iconic design
  • Onitsuka Company founded in 1949, still headquartered in Kobe
  • Operates not only for general consumers but also athlete training facilities
  • Sports science research results directly linked to product development
  • Achieves global expansion through multiple subsidiaries and overseas local corporations
  • In-house uniform production system enables quick response to customer requests

Future Outlook

Growth Drivers

  • Increase in sports goods demand due to global health consciousness
  • Product innovation through fusion of high-function materials and smart technology
  • Brand expansion in Southeast Asia and Western markets
  • Response to growth areas in environmentally considerate and sustainable products
  • New service deployment centered on urban sports facilities
  • Strengthening digital marketing and e-commerce
  • Enhancing brand value in fashion domain
  • Product rollout through athlete collaborations
  • Expansion of product lineup across diverse sports categories
  • Popularization of customized products using AI
  • Cost efficiency via new materials and manufacturing technology
  • Promotion of ESG management fulfilling social responsibilities

Strategic Goals

  • Raise overseas sales ratio above 70%
  • Achieve zero environmental impact production system
  • Adopt sustainable materials across all product lines
  • Innovate customer experience using digital platforms
  • Expand long-term partnerships with top athletes
  • Improve brand recognition in emerging markets
  • Promote internal diversity and inclusion
  • Increase investment in next-generation sports science research
  • Launch advanced tech products including smart shoes
  • Practice combining social contributions and corporate ethics

Business Segments

Sports Goods Manufacturing and Sales

Overview
Handles manufacturing and sales of a wide range of sports goods from professional to general consumer.
Competitiveness
Established supply network domestically and internationally and high technological capability
Customers
  • Major sports shops
  • Specialty stores
  • Distributors
  • Sports teams
  • School gymnasiums
Products
  • Athletic shoes
  • Sportswear
  • Accessories

Events and Sponsorship

Overview
Provides official brand supplies and sponsorship activities for global events.
Competitiveness
Extensive track record in international competitions and brand recognition
Customers
  • Olympic Organizing Committee
  • Athletics Federation
  • Professional sports teams
  • Sports event operators
Products
  • Official uniforms
  • Competition equipment
  • Staff supplies

R&D Services

Overview
Supports latest technology research and product performance improvement for enhancing competitive ability.
Competitiveness
High-precision analysis using dedicated research facilities and personnel
Customers
  • University research institutions
  • Sports-related manufacturers
  • Athlete development organizations
Products
  • Sports engineering research
  • Product development support
  • Technology consulting

Logistics and Distribution Services

Overview
Smoothens product supply with optimized logistics network.
Competitiveness
Nationwide network and efficient inventory management
Customers
  • Retailers
  • Wholesalers
  • E-commerce operators
Products
  • Product delivery
  • Storage management
  • Order management system

Global Business Expansion Support

Overview
Supports business expansion in global markets.
Competitiveness
Local adaptation capabilities as a multinational corporation
Customers
  • Overseas sales agents
  • Local subsidiaries
  • International marketing teams
Products
  • Overseas market strategy
  • Brand management
  • Logistics

Outdoor Goods Business

Overview
Deploys high-functionality and design-oriented outdoor goods.
Competitiveness
Quality from subsidiary Swedish brand Haglöfs
Customers
  • Specialty retailers
  • Outdoor enthusiasts
  • Import sales partners
Products
  • Waterproof jackets
  • Trekking shoes
  • Snowboard wear

Baseball Goods Manufacturing and Sales

Overview
Manufactures and sells baseball goods under ASICS brand.
Competitiveness
Use of high-function materials and feedback from contracted pros
Customers
  • Baseball teams
  • Sports goods stores
  • School clubs
Products
  • Gloves
  • Bats
  • Uniforms

Health and Fitness Related Products

Overview
Supplies products supporting comfortable living for health-conscious markets.
Competitiveness
Product development incorporating ergonomics
Customers
  • Fitness clubs
  • General consumers
  • Medical institutions
Products
  • Walking shoes
  • Fitness shoes
  • Health support goods

Sports Goods Import/Export

Overview
Achieves stable product supply through international transactions.
Competitiveness
Extensive overseas network and handling experience
Customers
  • Overseas sales agents
  • Domestic retailers
Products
  • Overseas brands
  • Domestic products

Athlete Sponsorship

Overview
Support aimed at enhancing brand power and market influence.
Competitiveness
Strong partnerships across a wide range of sports
Customers
  • Top athletes
  • Sports associations
Products
  • Contracted athlete gear
  • Advertising and promotion
  • Sponsored event support

Uniform Production System

Overview
Provides uniform creation services tailored to customer needs.
Competitiveness
In-house developed online ordering system
Customers
  • Schools
  • Club teams
  • Corporate sports clubs
Products
  • Order Compo
  • Custom uniforms

Sports-Related Education Support

Overview
Conducts technical guidance and awareness activities for improving competitive ability.
Competitiveness
Utilizing latest technology and research results
Customers
  • Educational institutions
  • Sports schools
Products
  • Proper running instruction
  • Shoe selection support

Competitive Advantage

Strengths

  • High brand power and top domestic market share
  • Global sales network
  • Product development leveraging technological strength
  • Capability to cover diverse sports
  • Continuous innovation through research institute
  • Strong contract relationships with athletes
  • High product durability and performance
  • Brands combining fashion appeal
  • Proactive response to sustainability
  • Wide product lineup
  • Robust domestic sales channels
  • Accumulated market research data
  • Multifaceted marketing strategies
  • Stable financial base
  • Powerful sponsorship

Competitive Advantages

  • Dedicated design technology with immense trust in marathon field
  • Unique market development via revived Onitsuka Tiger brand
  • Utilizing Sports Engineering Laboratory analysis in product development
  • High overseas sales ratio and global brand power
  • Brand appeal through numerous contracted athletes
  • Health-related business expansion via low-oxygen training facilities
  • Providing broad product range covering diverse sports
  • Foot shape design and fit technology suited to Japanese needs
  • Active development and sales of environmentally considerate products
  • Official supplier contracts for global sports events
  • Deep penetration into strong distribution channels
  • Success in continuous brand image renewal
  • Adoption of lightweight, high-function materials using proprietary technology
  • High-quality product management system
  • Fusion of marketing and sports science

Threats

  • Intense market competition from global rivals (Nike, Adidas)
  • Risk of raw material price fluctuations
  • Impact of exchange rate fluctuations on earnings
  • Demand fluctuations due to sports market trend changes
  • Cost increases from strengthened sustainability regulations
  • Impact of international trade friction and tariffs
  • Decline in competitiveness from delayed digitalization of sports goods
  • Market share loss from emerging brands
  • Brand image damage from social criticism or scandals
  • Changes in consumer behavior due to COVID-19
  • Logistics delays and supply chain risks
  • Delay in product evolution due to diversifying health preferences

Innovations

2022: Opening of Urban Low-Oxygen Training Facilities

Overview
Opened urban low-oxygen training facilities in Tokyo and Osaka to support advanced sports science.
Impact
Contributes to athlete performance improvement and public health promotion.

2023: Acquisition of Runner's Site njukoSAS

Overview
Acquired French runner-focused SNS site to expand user base and digital domain.
Impact
Successfully formed community with over 8 million users.

2020: Development of Eco-Friendly Shoes Using Recycled Materials

Overview
Launched sneakers using 100% recycled materials to reduce environmental impact.
Impact
Improved brand image and strengthened eco-friendly product lineup.

2021: AI-Powered Custom Shoe Development System

Overview
Realized individually optimized shoe designs by AI analysis of foot data.
Impact
Improved customer satisfaction through high-precision fitting.

2024: Next-Generation Lightweight Super Shoe GEL Structure Improvement

Overview
Introduced new GEL material technology for significant improvements in lightness and cushioning.
Impact
Optimized competition performance and enhanced market competitiveness.

Sustainability

  • Active adoption of recycled and biodegradable materials
  • Energy-saving and CO2 reduction at factories aiming for lower environmental impact
  • Lifecycle management of products and strengthened recycling
  • Participation in environmental protection activities in collaboration with local communities
  • Employee education programs to raise sustainability awareness
  • Strict management of labor environment and ethical standards in supply chain
  • Annual publication of environmental reports for transparency
  • Ecological design and operation of sports complex facilities
  • Thorough sustainable raw material procurement policy
  • Collection and reuse program for used shoes
  • Improved in-house waste recycling rate
  • Customer-participating environmental action campaigns