At the 2026 Chengdu World Heritage Marathon in March, Koji Hayashi, chairman of ASICS China, crossed the finish line with a personal best half-marathon time of one hour and 58 minutes at the age of 54.

The executive, who took up running just two years ago and has since lost 15 kilograms, embodies the brand's core philosophy of "Sound Mind, Sound Body". His unwavering commitment to running mirrors ASICS' strategy to deepen its presence in China and strive for industry leadership.

A Japanese professional sportswear brand with a 77-year heritage, ASICS leads the global market with its sports science expertise and comprehensive product portfolio, said the group.

According to the group's consolidated financial results for the fiscal year 2025, it posted net sales of 810.9 billion yen ($5.1 billion), up 19.5 percent year-on-year, and operating profit of 142.5 billion yen, a 42.4 percent year-on-year increase. Both revenue and profit hit record highs, marking five consecutive years of growth.

In this report, China stands out as a key driver of the group's success. In the fiscal year 2025, ASICS Greater China achieved a 20.4 percent year-on-year rise in net sales on a currency-neutral basis and a 29.8 percent year-on-year increase in operating profit, with an operating margin of 20.8 percent.

Hayashi said: "In terms of revenue, China business represents around 15 percent, while in terms of profit, it is close to 20 percent, which reflects the strong profitability and strategic importance of the Chinese market in our group."

Discussing the growth strategy for the Chinese market, Hayashi emphasized the importance of focusing on specific categories. Among the group's five core business segments — Performance Running, or P.RUN, Sportstyle, Core Performance Sports, Apparel and Onitsuka Tiger — P.RUN and Onitsuka Tiger are driving global growth. In the fiscal year 2025, global P.RUN net sales reached 363.5 billion yen, up 11.2 percent year-on-year with a 23.7 percent profit margin. Meanwhile, Onitsuka Tiger saw a 43 percent year-on-year net sales surge and a 37.7 percent profit margin, fueled by its premium positioning and inbound tourism demand.

"ASICS is focusing on running shoes in the Chinese market. I believe that focus is one of the key reasons behind our strong performance," Hayashi said, highlighting the brand's core differentiator in China.

Long-term scientific research and innovation investment forms ASICS' irreplaceable product advantage. From the Metaspeed Ray, a top-tier racing shoe weighing only 129 grams, to a full product matrix covering stability, cushion, bounce and speed, the brand caters to the increasingly professional demands of Chinese runners based on sports science.

Meanwhile, as Hayashi noted, Chinese runners' growing professionalism has driven recognition of the ASICS' shoe rotation concept. Notably, the brand's professional running shoe matrix has further attracted consumer attention and fostered deeper engagement, serving as a vital bridge that connects its product strength to the robust growth of the OneASICS membership system in China, which surged 27 percent year-on-year alongside the expansion of its community ecosystem.

The high growth rate, profitability and quality user base of the Chinese market underscore its strategic value, making increased investment an important priority for the group.

"We are deepening on our commitment to the China market, with plans to ramp up how we engage with both everyday consumers and the running community, and to expand our retail footprint," Hayashi said.

Building on ASICS' deep-rooted professional running heritage and its long-standing strength in sports science innovation, Hayashi outlined a five-year road map with the core goal of strengthening the leadership in China's running category. "In the marathon running, our ambition is to become the leading brand in terms of the wearing rate in this market. That is a goal we are actively pursuing, and we hope to substantially grow in some point time in the five years." He also revealed that given the continuous expansion of running enthusiasts and ample market space in China's sports market, the brand plans to double the number of its current retail presence in China over the next five years, with a focus on flagship stores in key cities.

The brand will also strengthen digital channels including Tmall, JD and RedNote to engage consumers via an omnichannel model, with the goal of boosting brand exposure, reaching more running enthusiasts and deepening consumer connections — all aligned with its long-term vision. "In the future, I hope that when people think about running, ASICS will naturally come to mind as a trusted brand. That is the kind of connection we want to build," said Hayashi.

Localized innovation and an ecosystem-wide strategy are pivotal to ASICS' roots in China. The brand has established a China Production Center in Shanghai and launched the Tech Plus local apparel collection tailored to domestic needs. It is also partnered with races such as the Yangzhou half marathon and Chengdu World Heritage Marathon to build a mass running ecosystem across the country.

Beyond commercial growth, ASICS positions itself as a long-term contributor to China's sports development. As an official sponsor of the 2027 World Athletics Championships in Beijing, ASICS is stepping up its support for athletes in China. The brand also plans to launch a professional training base, empowering Chinese athletes and long-term talent cultivation with the brand's sports science expertise. In the realm of youth sports, the group promotes talent development through various strategies, including collaborations with institutions to establish funds like the Samaranch. ASICS Xiangyang Fund, as well as organizing self-operated IP events such as the ASICS Junior Tennis Tour.

"We have decided to invest more, not only by selling goods, but also by supporting athletes and offering more value-added services," Hayashi said, adding that the brand's value lies in advancing both public fitness and competitive sports in China, all in practice of ASICS' core philosophy of "Sound Mind, Sound Body".