[May 30, 2025 – KOBE JAPAN] – ASICS Corporation is pleased to announce that it has been selected for the first time as one of the "SX (Sustainability Transformation) Brands 2025,"[1] a designation jointly determined by Japan’s Ministry of Economy, Trade and Industry (METI) and the Tokyo Stock Exchange (TSE).
The "SX Brand" recognizes leading companies listed on TSE which strives to improve long-term and sustainable corporate value by synchronizing the sustainability of society with that of itself while carrying out the necessary management and business reforms to achieve such synchronization. Thirteen companies were selected this year, which marks the second year of the program.
Guided by its founding philosophy, “Anima Sana In Corpore Sano (A Sound Mind In A Sound Body),” ASICS strives to create a world in which we can all live healthfully both mentally and physically maintaining involvement with exercise and sports over our entire lifetime. Under its Mid-Term Plan 2026, the company has positioned “Enhancement of Brand Experience Value” as one of its strategic priorities. To expand direct customer touchpoints and deepen relationships, ASICS is committed to delivering high-value-added products and services. In addition, the company strategically utilizes intellectual property to enhance corporate value through its approach of integrating intellectual property with management, practicing “IP management.”[2] Importance is also placed on the company’s investor relations (IR) activities that emphasize dialogue with internal and external stakeholders[3]. These efforts have been highly rated, leading to its selection as an “SX Brand 2025.”
Going forward, ASICS will continue to leverage the intellectual technologies cultivated to deliver even more valuable products and services. In addition, through new initiatives like the activities of the recently established ASICS Foundation[4] to support those with limited access to exercise and sports due to social or economic reasons, ASICS aims to further enhance its corporate value.
Evaluation Highlights:
1.Enhancing Brand Experience Value through Ecosystem Development
Central to expanding customer touchpoints and maximizing customer experience value, is the “RUNNING ECOSYSTEM.” This system integrates e-commerce purchasing data, daily running data, and race registration data using a common ID via the loyalty membership program “OneASICS.” This approach deepens understanding of individual customers.
Additionally, personalized communication based on customer behavior helps build brand loyalty and fosters a cycle that enhances brand experience value.
2.Practicing “IP Management” that integrates intellectual property and business operations
ASICS and Onitsuka Tiger are considered the company’s greatest intellectual properties and the company practices IP management to contribute strategically to the protection of the brands, improvement of its value and increase corporate value.
3.Enhancing Interactive Dialogue with Capital Markets
ASICS works to enhance interactive dialogue with capital markets using measures including consideration and proposal of improvement plans that take investor feedback into account, and by holding workshops run by analysts for all executive officers.
[Reference]
ASICS Integrated Report 2023
https://assets.asics.com/system/libraries/3227/ASICS%20Integrated%20Report%202023.pdf
[1] METI Press Release: “SX Brands 2025 and SX Nominated Companies Selected” Selected
https://www.meti.go.jp/english/press/2025/0514_001.html
[2] ASICS Receives Excellence Award in First "Intellectual Property & Intangible Assets Governance Awards"
https://corp.asics.com/jp/press/article/2025-03-26
[3] ASICS Receives the “Best IR Award” and the “Kyokan! IR Award" for the Second Consecutive Year at the 2024 Prime Business Award
https://corp.asics.com/en/press/article/2024-11-14
[4] ASICS Establishes the ASICS Foundation to Promote Physical and Mental Health for More People
https://corp.asics.com/jp/press/article/2025-04-09
