Asics has just launched its Asics Gel-Super J33, a new running sneaker model designed to give better support for runners. The sneaker is an evolution of the Asics Gel-Lyte 33 Fluid Axis running shoe. The launch is accompanied by a selection of Motion Muscle Support technical garments that also support runners when training.

The technical brand, part of the Japanese sports giant Asics Corporation founded in 1949, is presently betting on developing a series of products aimed at any runner. "There is a growing interest in this sport," commented Luca Bacherotti, managing director Italy. "Running is presently the best performing category in the German market, while in Italy this passion is booming right now." The company recently presented its F/W 2014/2015 preview collections in Milan, at the presence of athletes, ambassadors, coaches, experts and physiotherapists, who explained how the different products the company is developing can be used for most different runners - amateur, expert or professional - and disciplines - be it fast run, trail run, natural run or long run.

The group also announced it has expansion projects in Italy, where they will open two flagship stores by end 2014, one in Milan and one in Rome. "They will be similar to those we have already opened in Barcelona, London, Paris and Amsterdam," explains Bacherotti, adding that the Amsterdam store is located near a park where the company has installed a series of microchips that register any runner that wears any Asics shoes that carry a special RFID element, which can track the runner's performance when they return to the store. "We want to open our Milan store in an area where people can arrive by running. For this we want to open it in an area such as Corso Garibaldi."

Asics Italia presently works with 2000 multibrand stores, 70 of which are key and forward thinking clients. Asics Europe closed 2012 with a €640 million turnover. The group closed 2013 with sales of over 260 billion yen (about €2 billion), an increase of 247 billion yen in 2012.