The global sport performance brand Asics has recently disclosed its first new global performance concept store in Brussels.

The new store is centered upon Asics’ own “Sound Mind, Sound Body” (Anima Sana in Corpore Sano) philosophy and aims to offer consumers a fully integrated sports experience while shopping.



Following the store’s worldwide premiere in Belgium, the new retail concept will roll-out in Asics stores and across a selection of point of sale areas globally. All existing monobrand stores will gradually be redesigned according to the new concept and at least a new shop per year will open in Europe.

The new Brussels store offers the brand’s latest sports performance collections together with running services, a digital consumer journey linked to the Asics RunKeeper app and a community fitness space.


By entering the store customers can get in touch with a digital shopping experience which begins via big screens in the storefront windows, bringing the atmosphere of the collections to life. Through digital touchpoints consumers can learn more about the products and by consulting RunKeeper heatmap they can learn about most popular running routes around Brussels. By accessing the Community room sports enthusiasts will also be able to take part in fitness lessons – from HIIT to Yoga – held in a space that will also be offered to freelance sports instructors for free.


Scott Wakefield, direct-to-consumer director, ASICS Europe, commented: “At Asics we are proud to put consumers at the heart of what we do, and literally bring sports in-store. This new atmosphere will service our core community, such as the high performance runners and will become the go-to place for young actives looking for stylish and versatile products. We are confident that we have delivered a next generation retail concept that will lead us to fulfil our 2020 goals and beyond”.



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