Asics is setting up shop in midtown Manhattan for two of the city’s biggest events.
This week, the Japanese sportswear brand opened its first dedicated SportStyle pop-up shop at 15 East 40th Street. According to Asics, the 2,800 square-foot space offers exclusive sneaker colorways, a sneak peek at limited collaborative styles — including the Atmos x Asics Gel-Kayano 12.1 and the VandyThePink x Asics Gel-Kayano 12.1 — and a complimentary charm bar for guests to customize their shoes.
There will also be several styles available for purchase for OneAsics members only, including exclusive colorways of the Gel-Kayano 14, Leggerezza FB, and Gel-NYC 2.0.
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The same building also houses the Asics House of Tennis, which will remain open for the duration of the US Open for the brand’s sponsored athletes to come and get their kits. This dedicated hub for Asics athletes will also host VIP programming, including events and activations for OneAsics members, key accounts, media and influencers.
For Asics, the atypical location is meant to provide convenience for consumers who may be traveling to Arthur Ashe Stadium for the US Open. The temporary shop’s close proximity to Grand Central Station and several subway lines is a draw for the brand. And with the shop remaining open through mid-September, the store is also expecting to cater to the crowd in town for New York Fashion Week next month.
The new pop-up comes after Asics North America reported another strong quarter this month. According to the company, the U.S. saw sales grow 19.4 percent in the second quarter, while Canada was up 25.8 percent and Mexico jumped 30.4 percent.
The SportStyle category sustained its impressive growth posting a 77.6 percent sales increase in the quarter versus the same period last year and posted a notable 95.7 percent increase in the wholesale channel across all categories, including boutique and athletic specialty/sporting goods. The Gel-1130 and Gel-NYC footwear models produced triple-digit growth for the second consecutive quarter and were supported by strong sales of the Gel-Cumulus 16 shoe.
“We are very proud of the growth this quarter and the success from the wholesale channel,” Koichiro Kodama, president and chief executive officer of Asics North America, said in a statement at the time. “As we continue to grow our business, we know that our wholesale partners are very instrumental in so many aspects, including their trust, collaboration and shared commitment to exceptional customer service.”
The Asics SportStyle Shop is open through Sept. 15.
