Japanese sportswear brand Asics will open its second flagship store in Japan later this month, expanding its retail footprint in its home market with a four-storey store in Tokyo’s Shinjuku district.
Scheduled to open on 31 July, Asics flagship Shinjuku will span about 605sq m and become the company’s third flagship globally, following its Harajuku location in Japan and another in Shanghai.
The store will offer the brand’s running, tennis, basketball and golf collections, alongside its SportStyle lifestyle range and collaboration products. It will also introduce Asics Create, the company’s first apparel customisation service at a directly operated store, allowing customers to personalise selected garments with embroidered designs.
In addition, there is a reservation-only private lounge on the fourth floor that will provide one-on-one consultations for selected members of the OneAsics loyalty program. The store also incorporates recycled materials, including fitting room flooring made partly from foam recovered from discarded shoes.
The opening comes as Asics continues to invest in its branded retail network while reorganising its business portfolio. In June, the company announced it would separate its fast-growing premium lifestyle label Onitsuka Tiger into a standalone wholly owned subsidiary, OT Group, from January 2027 to give the brand greater operational autonomy and accelerate its global expansion.
