Asics opens first company-owned store in India
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A decade after entering the Indian market, Asics, the global Japanese sportswear brand, has opened its first company-owned company-operated (COCO) store in India, located at DLF Mall of India, Noida. The inauguration was led by Yasuhito Hirota, chairman and CEO of Asics Corporation, and Rajat Khurana, managing director of Asics India and South Asia, and was headlined by actor and fitness enthusiast Sara Ali Khan.
The new store is designed to offer an immersive, new-age retail experience featuring the brand’s complete portfolio, including Performance Running, SportStyle, and Apparel categories, all within a space that utilises technology and minimalistic interiors to reflect Asics’ commitment to innovation.
The launch of the COCO store marks a significant milestone in the company's expansion plans in India. Yasuhito Hirota stated, “India represents one of the most compelling growth stories in ASICS’ global portfolio. The launch of our first DTC store represents a significant milestone, reinforcing India’s role as a central pillar of our ASICS Global Strategy.”
This sentiment was echoed by Rajat Khurana, who called the COCO store a "proud milestone" that reflects the brand's enduring commitment to the Indian market, noting that India's relationship with fitness has transformed from "niche enthusiasm to a nationwide movement."
Building on its current momentum, Asics India aims to expand its retail footprint to 200 stores by the end of 2026. Founded in 1949 by Kihachiro Onitsuka, Asics—short for Anima Sana In Corpore Sano ("A Sound Mind in a Sound Body")—is globally renowned for its comprehensive range of running shoes, athletic footwear, and SportStyle-inspired apparel and accessories.