Japanese-born, global active brand ASICS is set to launch pop-ups in both Sydney and Melbourne this month, marking the first time the brand has done so on Australian soil.
The pop-ups will mark the 10-year anniversary of the Gel-Quantium™ series, spotlighting collaborations like the Jungle Jungle x Gel-Cumulus™ 16, alongside other elements such as music, mindfulness, and cultural storytelling.
The first pop-up will open at the Chinatown Country Club in Sydney next week August 14, for three days, with another opening at Melbourne’s No Vacancy venue the week after.
ASICS Oceania managing director Mark Brunton said as well as being the first time the brand has opened pop-ups in Australia, it is also the first time ASICS has connected with its customers directly through the lifestyle lens.
“The move to invest in these pop-up activations locally also aligns with our broader global strategy, which has seen the Sportstyle category become a significant growth driver for the ASICS business, with global sales increasing significantly over the last few years,” Brunton said.
The group’s sporting goods sales in the Oceania region were 42.9 billion yen (~A$448 million) in 2024, according to its latest financial statements. This is up from 38.4 billion yen in 2023. ASICS' overall sales globally in 2024 were 678.5 billion yen, or just over A$7 billion.
Brunton added that the local ASICS customer is increasingly looking for a brand experience that goes beyond a simple product transaction.
“There has been a significant shift in recent years, where customers are seeking deeper, more authentic connections with the brands they support. For ASICS, this means fusing our brand heritage with modern culture in a way that resonates on a personal level.”
Brunton said the company’s guiding principle is ‘Anima Sana In Corpore Sano’ (ASICS) or ‘Sound Mind, Sound Body’.
“Through the lens of movement, mindfulness, and creativity, we are able to establish a meaningful link with our customers that moves the relationship beyond a transaction,” he said.
“The activations in Sydney and Melbourne are therefore designed not as a sales pitch, but as a space for our community to get to know our brand on a deeper level.
“We have designed each pop-up to reflect not only our core brand values, but also the distinct cultural identities of each city. This approach allows us to connect with our customers through curated experiences and community storytelling, which we believe is what truly builds brand loyalty today.”