Message from the Top Management

Since its founding in 1949, ASICS Group has been committed to nurturing the world’s youth through sports in order to contribute to society. Our vision has been to “Create Quality Lifestyle through Intelligent Sport Technology” and our mission to provide goods and services that promote healthy and fulfilling lifestyles throughout the world.

The second year of our Five-Year Strategic Plan ASICS Growth Plan (AGP) 2020, launched in January 2016, has just ended. With health consciousness growing around the world, two major trends—buying channels and customer tastes—have also been evolving at the same time. ASICS must grow in order to be able to meet those changes.

ASICS has opened flagship stores in major cities around the world like London, Tokyo, and New York and has expanded its e-commerce business. This has allowed us to establish new points of contact with our customers and also to keep offering new products with both the design and function to fit into lifestyle scenes. In August 2017, we launched a global campaign to spread the new brand message “I MOVE ME”, intended to form affectionate ties with customers. This has allowed ASICS to expand its customer base on the global level and raise brand value.

The environment around sports is undergoing huge changes, and we realize that returning to a growth trajectory and achieving success with structural reforms will be our major tasks for some time. We have revised the quantitative targets in our Five-Year Strategic Plan, but under our plan to select and concentrate, we will build the basis for sustainable growth by concentrating management resources into growth areas and improving profitability. Further, as a brand that sincerely faces the customers around the world through direct communication and also as a brand that is loved by and popular among the customers, we will continue to strive to create revolutionary new products and services that offer new value to our customers’ lifestyles.

ASICS as a whole has been making bold progress with AGP2020 and also toward the next stage, and on March 29, 2018, we drastically renovated our global management system as part of a new framework for expansion. Motoi Oyama, as Chairman and CEO, will now supervise and lead the entire ASICS Group, and Yasuhito Hirota will be in charge of operations as President and COO. Under the new management structure, we will build a sustainable growth structure that can adapt to change.

ASICS will continue to pursue the craftsmanship based on our cores of innovation and technology, and all Group employees throughout the world will work even harder so that even one more customer can experience the enrichment of mind and body. We ask for your continued support.

March 2018

Chairman and CEO, Representative Director 

ASICS Corporation


President and COO, Representative Director
ASICS Corporation