The ASICS Group has announced that it will acquire 100% of the shares from Registration Logic Pty Ltd (RL), which operates Register Now, a race registration site in the Oceania.
Register Now is Australia's number one race registration platform and ASICS will use it to expand consumer touch points and increase sales of its products.
The purchase forms part of the brand's mission to transform into a digital driven company, which is the strategic objective of its mid-term plan 2023.
The major business of RL is the operation of a website used by runners when applying for races, and this includes the provision of other related pages for some races, such as those for race results.
Australia is a high-growth and profitable market for the Group, with the number one market position in the performance running category.
The acquisition of RL will allow ASICS to expand its marketing channels for running events and accelerate its interaction with Australian runners.
As for runners’ activities through digital (shopping on the Asics website and use of training apps Runkeeper, etc.), the Group plans to leverage the platform based on the OneASICS membership program to expand opportunities for runners to come in contact with the ASICS brand across various spheres.
Register Now founder and CEO Matt Bisset said the business is excited to bring its enhanced offering to Australian runners.
"Joining the ASICS family will not only provide incredible opportunities for event organisers in this region, but also enhance the runner experience through the footprint of its digital runner ecosystem.
"We are excited that a brand so deeply ingrained in the running community shares our vision of connecting people with events and event organisers.
"We look forward to introducing our expanded offering to the events industry in this region," he said.
ASICS-owned race organiser Race Roster CEO Alex Vander Hoeven welcomed the acquisition.
"We are thrilled to welcome the Register Now team into our ASICS family.
"This is another step forward for ASICS in creating new and innovative ways to serve runners and the mass participation running event community," he said.