People and Jobs at ASICS

At ASICS, we have a research facility called "The ASICS Institute of Sports Science." This facility enbodies "Human-centric science," focusing on the analysis of human movement and utilizing uniquely developed materials and structural design technologies. Through this approach, we aim to develop innovative technologies and products that maximize human potential through sports. Our research and development efforts are broadly categorized into five key areas:

ASICS marketing targets a global audience.

Category Marketing

We create content for marketing campaigns promoting our brands and products globally. Through market research and communication with internal departments and overseas sales companies, we determine the key messages we want to convey through these campaigns. Working with agents, we explore the best ways to communicate these messages to our customers and create content to be distributed on social media and other media platforms.

Marketing Communications

We work closely with internal departments and overseas sales companies to decide "when, where, to whom, and through what tools" to communicate ASICS’ corporate philosophy, brand messages, and products to consumers. This is carried out through our partnerships with sponsored events, tournaments, and associations, as well as various activities.

Brand Strategy

In collaboration with external agencies, we conduct research and analysis on market trends, consumer purchasing intent, and consumption behavior. Additionally, we ensure the consistency of the brand's global image, tagline, and visuals, while managing the usage of the brand logo. We also create VMD tools for ASICS stores and retail partners.

Designers are responsible for all aspects of the design of ASICS products sold both domestically in Japan and internationally. They receive product concept proposals from product planners and propose designs that fulfill consumer needs, while considering consumer preferences and market trends, and updating the design in a way that reflects ASICS' unique identity.

The role also involves creating patterns, technical drawings, logos, graphics, color simulations, and all other design-related tasks leading up to the completion of the product.

Many designers come from design-related fields such as product design, graphic design, or textile design.

When creating new products, the planning department first develops a concept based on consumer needs from around the world, and designers create design proposals.

The role of product development is to translate these concepts into actual products by considering the materials, composition, and other specific details, and then communicating this to the factory to bring the product to life. An important part of the job is also testing the finished samples with student athletes and top athletes, gathering feedback on the user experience, and making improvements based on their input.

After a product has been approved for commercialization, we organize the transition to mass production and manage the process until delivery. We oversee the factory’s production capacity and make adjustments to ensure there are no delays in the delivery schedule. Since the factories are located overseas, it is often necessary to travel and negotiate directly on-site.

Production Management

This department manages materials, resources, and the factory’s production capacity to ensure that there are no delays in delivery.

Cost Management

The primary task in this role is negotiating with overseas factories and sales companies. We negotiate various aspects such as production details, quantities, and costs, and determine transaction prices and conditions.

Custom Production

This involves measuring the foot shape of professional and amateur athletes or teams to create shoes tailored specifically to their needs.

ASICS Japan and its overseas sales companies primarily engage in wholesale, retail, and marketing activities for ASICS products within their respective regions. The customers they work with are sports stores and other retailers that purchase and sell ASICS products. In order to deliver products to as many users as possible, they connect people (sales representatives), products, and events, while also identifying new needs and creating markets.

Retail staff directly interacts with consumers at our DTC stores. Currently, we operates "ASICS Store," "ASICS Kids," "Onitsuka Tiger," and "ASICS Walking."

In the Digital and IT department, we provide various forms of support using IT systems to meet the needs of both customers and employees. By analyzing the vast amount of information accumulated globally, we visualize performance, standardize and streamline IT systems globally, and continue to pursue excellent global IT operations.

We would like to introduce some of the important management functions that play a crucial role in setting the direction of the business and supporting employees within the ASICS Group to achieve management goals.

Accounting and Finance

This role involves managing financial resources and handling the collection and preparation of financial information, which is one of the key resources of the company alongside people and products.

Corporate Planning

This department is responsible for formulating strategies for the entire ASICS Group, providing support to top management through information sharing, and managing the overall corporate governance of the group.

Legal Affairs

The legal department handles tasks related to contract creation, review, and storage, as well as managing matters concerning stocks and shareholders. They also oversee compliance and risk management.

Human Resources and General Affairs

This function focuses on talent acquisition, training and development, creating HR systems, talent allocation, labor management, and improving the working environment.