Asics: Professional Brand Image Should Support Excess Return in the Coming Decade
Unlike many other sportswear brands that diversify across multiple categories, Asics concentrates heavily on performance running, generating approximately 50% of its revenue. This specialization has enabled Asics to establish a strong brand image among runners, facilitating its growth from a local Japanese brand to a global leader in the running shoe industry. This success is evident in Asics’ command of roughly 10% of the performance-running markets in Japan, the United States, and Europe, a notable achievement for a company that holds only around 4% of the broader global sports footwear market.
United States