ASICS America Corp. plans to open a Product Creation Studio in Boston. About 25 employees from Orange County and its parent company, Japan-based Asics Corp., are slotted to transfer to the 25,000-square-foot space by year-end and will be joined by at least 25 newly hired employees.
“As this industry continues to evolve dramatically, it is crucial for our brand to be represented on both coasts in the U.S.,” president and Chief Executive Gene McCarthy said in a statement. “There is incredible energy behind this brand right now – we have the right people, in the right places to drive our business and our industry forward not only in the Americas, but globally as well.”
Several ASICS competitors are headquartered in Boston—New Balance and Converse—and Reebok plans to move there from Canton, Mass. in the fall.
The Irvine-based footwear and apparel manufacturer acquired FitnessKeeper Inc. in Boston and its flagship Runkeeper app in February 2016 for $85 million. It also established a global digital division at FitnessKeeper’s headquarters.
The move aimed to “ensured that ASICS makes innovating in the area of digital technology a core strategic priority, and will be a leader in this emerging area.” Runkeeper founder and Chief Executive Jason Jacobs leads the division, which launched in October.
“We are investing in digital as we shift to a more consumer-centric model overall and continue to pursue our founding philosophy of a sound mind in a sound body,” Asics Corp. President and Chief Executive Motoi Oyama said at the time.
ASICS America Corp. posted $1.01 billion sales in fiscal 2016, a 17.3% year-over-year decline. It attributed the decrease “to the effect of changes in the retail market and intensifying competition in the U.S., in addition to the effect of foreign exchange rates, according to the parent company’s financial statement. “Segment income decreased 42.5% to [$7.76 million], despite efforts to reduce advertising expenses and other expenses.”
