23 October 2025, Mumbai
Global Japanese sportswear giant, Asics has opened its first-ever Company-Owned Company-Operated (COCO) store in India, marking a major shift in its retail strategy. The new flagship store is located at the DLF Mall of India in Noida.
This move to a direct-to-consumer (DTC) model is significant because it departs from the brand’s previous franchise-run operations in India, where it currently has 128 other partner stores.
The store offers an immersive, new-age retail experience designed to showcase the brand's complete portfolio. The space features minimalistic interiors and technology-led elements reflecting Asics' focus on innovation. Shoppers can explore the brand's full range across all major categories, including Performance Running, SportStyle, Core Performance Sport and Apparel
The store aims to fully embody Asics' core philosophy of 'A Sound Mind in a Sound Body,' providing a dedicated space for consumers to engage with the brand’s performance and lifestyle offerings. The launch was led by Yasuhito Hirota, Chairman and CEO, Asics Corporation, and Rajat Khurana, Managing Director, Asics India and South Asia.
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