x

Please upgrade your browser

The ASICS corporate CMS is using the latest technologies and is based on open Web standards. Unfortunately your browser doesn’t support these technologies.

Please use one of these browsers to visit the content

Google Chrome
version 7+

Mozilla Firefox
version 4+

Apple Safari
version 4+

Opera
version 12+

Internet Explorer
version 7+

Please upgrade your browser

The ASICS corporate CMS is using the latest technologies and is based on open Web standards. Unfortunately your browser doesn’t support these technologies.

Please use one of these browsers to visit the content

Google Chrome
version 7+

Mozilla Firefox
version 4+

Apple Safari
version 4+


AGP2015 net sales target of ¥400 billion achieved

The fiscal year ended December 2015 was the final year of our Five-Year Strategic Plan, ASICS Growth Plan (AGP) 2015. In the plan’s last year, we reported net sales of ¥428.4 billion, beating our target of ¥400 billion. During the fiscal year under review, sales were firm in the Americas and EMEA, expanded in Asia and Oceania. Operating income of ¥27.4 billion fell short of our ¥40 billion final-year target, reflecting higher procurement costs in Europe, Japan and Brazil in the Americas due to fluctuations in foreign exchange rates, as well as an increase in strategic costs related to the opening of our own retail stores.

However, we continued to restructure our business to improve profitability. We now need to make sure the impact of those reforms feed through to the bottom line.


Main themes of new Five-Year Strategic Plan:
develop our DTC model further and expand our consumer base

We have launched a new Five-Year Strategic Plan, ASICS Growth Plan (AGP) 2020. Under the new plan, we plan to accelerate global expansion while continuing to push forward the basic policy of AGP2015 – ensure the whole Group puts priority on the customer. As needs become more diverse, we aim to create closer links with customers through our own retail and eCommerce channels in order to expand our consumer base.

We have also positioned Training as one of the strategic categories in AGP2020. We plan to grow the Training category into an important source of earnings during the course of the plan. Interest in healthy living is growing worldwide and training is an essential part of a healthy lifestyle. Also, more people – particularly younger consumers and women – are choosing sportswear as everyday clothes. We therefore see significant room for growth in the Training category. We plan to offer a unique ASICS take on products and services for the training market by targeting diverse needs more accurately and leveraging the technologies and brand power built up in our mainstay Running category.


Stepping up marketing to female runners in the U.S.
– the world’s most important sports market

The U.S. is the world’s largest sports market and is still our top priority. Global sports trends tend to start in the U.S., so we need to achieve success there first if we want to do well worldwide. The number of female runners has risen sharply in the U.S. in recent years. At the same, runners are shifting their focus from achieving the best times in full marathons and other events to a more fun-based social approach built around friendships.

We need to enhance the fashion appeal of ASICS products to expand our female customer base. We are creating product development teams to achieve that goal and we have high hopes for new products currently in the pipeline.


Lifting profitability in Japan by streamlining operations

We have stepped up restructuring in our domestic operations. In October 2015, we outsourced domestic logistics operations to a third-party provider and created a more strategic and efficient logistics setup. And in January 2016 we merged three domestic sales companies to strengthen business management, boost efficiency and speed up decision-making. We are now turning our focus to growing sales by leveraging our newly streamlined operating framework.

Looking further ahead, we expect interest in sport in Japan to reach new heights in the lead up to 2020. We will also actively work to create safe and secure environments where ordinary people can enjoy sport and training.


Building an organization worthy of a global company

Over the last few years, our management framework has become much more global. We have hired more non-Japanese managers and employees with extensive experience in the global sports market, and the CEOs of our local subsidiaries in the U.S. and EMEA have concurrent appointments as executive officers at our global headquarters. This ensures strategy implementation is in line with instruction from headquarters. We have also launched the Center of Excellence (CoE) initiative, which is designed to strengthen our global business through the appointment of top talent, regardless of nationality or location, to lead and manage global categories from the most influential regional markets based on product category. These leaders will implement growth strategies for each category using their close positioning to key consumer groups.


Creating differentiated innovations to support sustained growth

In November 2015, we launched our most groundbreaking running shoes yet in markets worldwide. Called MetaRun, the innovative shoes incorporate four patents and five new technologies. The shoes embody our desire to remain one of the world’s leading companies in the running market. The development of MetaRun has lifted our running shoes to a new level, giving us a clear insight into how we can improve comfort for runners even further.

Separately, we have upgraded our domestic shoe production sites to create a manufacturing framework better suited to supplying high value-added products. We aim to increase customer satisfaction by enhancing our “Made in Japan” manufacturing approach, working with the ASICS Institute of Sport Science to develop groundbreaking technologies and improve productivity.

We are also working on introducing IoT (Internet of Things) technologies to create innovative new products and services that help raise our presence worldwide. Our goal is to deliver sustained growth while also building a corporate group that is trusted and respected by all stakeholders.

We appreciate and look forward to your continued understanding and support.


March 2016

Motoi Oyama
President and CEO, Representative Director