Rebirth of a Brand, Revival of a Sports Lifestyle ASICS Tiger Celebrates the Opening of New Store in Xintiandi, Shanghai
RELEASE DATE: 2017.05.19
May 19, Shanghai - Today, Japanese sports lifestyle brand ASICS Tiger celebrated its rebirth in China with the grand opening of a new store in Xintiandi, Shanghai’s trendy lifestyle landmark. Sneakerheads, culture influencers and media guests were invited to witness this special moment. Built with iconic ASICS Tiger elements and filled with the latest, most comprehensive ASICS Tiger products, the store will serve as a new frontier of ASICS Tiger in China, bringing modern designs that integrates technology and fashion to active consumers around the nation.
Just like Xintiandi completed the “rebirth” of a vintage Shanghai neighborhood to an iconic modern trendy landmark, The ASICS Tiger Shanghai Xintiandi Store is established to bring the concept of ASICS Tiger’s rebirth as a sports lifestyle brand to the Chinese consumers. With a coherent look and feel as the recently opened ASICS Tiger Shanghai iapm Store, the Shanghai Xintiandi Store presents key concepts of high street, fluidity and immutability through elements like marble shoe walls, white center tables, mortar walls and guard rails. On the ceiling, a straight yellow accent line expresses the innovativeness and freedom of a brand that seeks freshness and breaks uniform space. A glass panel window gives shoppers the view of the whole store so they can feel the contemporary energy of “ASICS Tiger.” A ball pit in ASICS Tiger sneaker case was placed at the front gate of Xintiandi Style to present the heritage and modern elements of ASICS Tiger.
A ribbon cutting event was completed by Hilda Chan, Managing Director of ASICS Greater China, Jeffrey Wong, General Manager of ASICS China and Seiji Hori, Marketing General Manager, Global Lifestyle Division of ASICS Corporation.
“I’m thrilled to announce the opening of ASICS Tiger’s first standalone store in China. Together with the recently opened, first directly-managed store at iapm, we have built a strong presence of the revived ASICS Tiger brand here.” Said Hilda Chan, “Rooted in ASICS’ history, focus on quality, and designs supported by technology, ASICS Tiger will continue to build its reputation as a sports lifestyle brand that always pursues evolution and enriches lifestyles here in China.”
The Chinese sports lifestyle is deeply coherent with the modern youth culture here, which is a subject ASICS Tiger feels passionate to understand and inspire. At the after party themed “Rebirth”, influencers and youth culture icons from multiple fields such as music, fashion and sports gathered together to share their insights and stories about how ASICS Tiger played a part in their creations. Singer-songwriter, producer Khalil Fong, who is notable for his unconventional and innovative approach in the Chinese music, was invited to perform at the party showcasing their unique understanding about the youth culture ASICS Tiger advocates.
The ASICS Tiger Shanghai Xintiandi Store has been open for business since May 1, 2017, offering the latest and most exclusive ASICS Tiger products including footwear, apparel, and accessories. GEL-KAYANO TRAINER THAT BLACK NYLON, a collaboration between ASICS Tiger and Japanese exclusive bagmaker Porter, is available only at the Xintiandi store with a limited distribution of 45 pairs in Mainland China. GEL-LYTE V OPEN MESH is also available at the Shanghai Xintiandi Store.