Mission Statement, Vision, & Core Values (2025) of ASICS Corporation.

An Overview of ASICS Corporation

General Summary of ASICS Corporation

ASICS Corporation, founded in 1949 in Japan, has a rich history in the athletic footwear and apparel industry. The company began as Onitsuka Co., Ltd., producing basketball shoes and has evolved into a global brand known for its high-performance running shoes, sports gear, and active lifestyle apparel. ASICS stands for 'Anima Sana In Corpore Sano,' which is Latin for 'A Sound Mind in a Sound Body,' reflecting its commitment to the principles of health and fitness.

As of 2024, ASICS offers a diverse range of products including running shoes, training gear, tennis apparel, and outdoor equipment. The company is recognized for its technological innovations in footwear, particularly its GEL cushioning system and FlyteFoam technology, which enhance performance and comfort.

In the most recent reports, ASICS has recorded ¥400 billion in sales, marking a strong rebound fueled by a growing global market demand for sportswear and increased participation in health-related activities. The company's commitment to sustainable practices and community engagement has also seen it enhance its brand loyalty among consumers.

Company's Financial Performance

In the latest financial year ending March 2024, ASICS Corporation reported record-breaking revenues. The total revenue reached ¥400 billion, an increase of 10% year-over-year. This surge was primarily driven by robust sales in the running category, which accounted for approximately 60% of total sales, translating to ¥240 billion.

The company has also seen significant growth in international markets, particularly in North America and Europe, where revenue grew by 15% and 12%, respectively. The following table illustrates the financial performance across key product categories:

Introduction to ASICS as a Leader in the Industry

ASICS has positioned itself as a leader in the athletic footwear and apparel sector, competing with major brands such as Nike and Adidas by focusing on performance enhancement and technological innovation. The company's strategic investments in R&D have allowed it to maintain a competitive edge, making its products highly sought after by both amateur and professional athletes.

Moreover, ASICS has committed to sustainability, targeting to reduce its carbon footprint and increase the use of recycled materials in its products by 2025. This forward-thinking approach not only attracts eco-conscious consumers but reinforces its brand value in a rapidly evolving market.

With a strong foundation built on quality, innovation, and social responsibility, ASICS Corporation continues to lead in the athletic wear industry. For more insights into how ASICS has achieved this success and is navigating future trends, explore further below.

Mission Statement of ASICS Corporation

Mission Statement of ASICS Corporation

ASICS Corporation is dedicated to “creating quality lifestyle through intelligent sport technology.” This mission statement underscores the company's commitment to enhancing physical activity through innovative products and services that cater to athletes and fitness enthusiasts alike. The mission serves as a guiding principle in pursuing long-term growth and establishing a robust brand presence in the competitive sports industry.

Core Component 1: Quality

The first core component of ASICS' mission is quality. The company emphasizes the importance of producing high-quality products tailored to meet the diverse needs of athletes. In the fiscal year 2022, ASICS reported a 11.9% increase in net sales, reaching approximately ¥400 billion ($3.5 billion). This growth reflects the company's ongoing investment in R&D, allocating around 7% of total sales to this area in 2021.

Core Component 2: Lifestyle

The second component focuses on lifestyle. ASICS aims to promote a healthy lifestyle through its products, catering not only to elite athletes but also to everyday consumers. The company's active lifestyle segment generated sales of approximately ¥150 billion ($1.3 billion) in 2022, demonstrating a strong market reception for its lifestyle-oriented offerings. In addition, ASICS has expanded its reach through partnerships with lifestyle brands, enhancing its product range.

Core Component 3: Intelligent Sport Technology

The third core component relates to intelligent sport technology. ASICS integrates advanced technology into its product design, enhancing performance and user experience. The recent launch of the Gel-Quantum series highlighted the use of FlyteFoam technology, which has been shown to provide reduced weight by 55% compared to traditional foam. In 2023, ASICS filed 15 patents related to new material technologies aimed at improving comfort and performance in footwear.

Vision Statement of ASICS Corporation

Vision for Innovation in Sports

ASICS Corporation aims to be the most trusted brand in sports by continually innovating and pushing the boundaries of athletic performance. A key aspect of their vision is to integrate advanced technology into their products.

• Investment in R&D for product innovation: ASICS allocated approximately 4.1% of its net sales towards research and development in 2023.
• Introduction of the latest GEL technology in footwear, providing improved shock absorption.

Commitment to Sustainability

ASICS is dedicated to achieving a sustainable and environmentally friendly future by reducing their carbon footprint and using eco-friendly materials.

• Goal to use 100% sustainable materials in their products by 2030.
• Reduction in greenhouse gas emissions by 30% from 2020 levels by 2030.

Enhancing Community Engagement

The company envisions a future where it actively contributes to community well-being through sports.

• ASICS supports local sports initiatives, with a reported investment of $3 million in community sports programs over the last year.
• Engagement in over 100 community events worldwide focused on promoting an active lifestyle.

Global Expansion and Market Leadership

ASICS intends to strengthen its position in the global sports market by expanding its footprint in emerging markets.

• 2023 revenue from international markets reached $2.5 billion, contributing to 60% of total sales.
• Plans to increase market share in Asia-Pacific, aiming for a 15% growth in this region by 2025.

Focus on Customer Experience

Enhancing customer satisfaction through exceptional service and product quality is another cornerstone of ASICS' vision.

• ASICS reported a customer satisfaction rate of 85% in 2023, measured through customer feedback surveys.
• Implementation of personalized shopping experiences, leading to a 20% increase in online sales in the last fiscal year.

Core Values of ASICS Corporation

Innovation

Innovation is a core value that drives ASICS Corporation to continuously enhance its product offerings and customer experience. The company invests heavily in research and development to ensure its footwear and apparel utilize the latest technologies.

In 2022, ASICS allocated approximately 7.9% of its total revenue to R&D, translating to around ¥18 billion (approximately $164 million). The introduction of the GEL-Quantum 360 sneaker showcases ASICS' commitment to innovation, featuring the brand's proprietary GEL technology that provides superior cushioning and comfort.

The company's ASICS Institute of Sport Science in Japan plays a pivotal role by conducting comprehensive research on biomechanics, which informs product design and development.

Integrity

Integrity is fundamental to ASICS Corporation's ethos, shaping how the company conducts business and engages with stakeholders. The company adheres to strict ethical guidelines and transparency in all its operations.

In 2023, ASICS reported an employee compliance training rate of 100%, ensuring all employees are well-versed in ethical practices and corporate governance. Furthermore, ASICS has implemented an anonymous reporting system for any ethical concerns, reinforcing its commitment to integrity.

ASICS is also a participant in the UN Global Compact, aligning its business strategies with universally accepted principles on human rights, labor, environment, and anti-corruption.

Performance

Performance is a core value that reflects ASICS' dedication to achieving excellence in all aspects of its business. The company measures its success through various performance metrics, including sales growth and market share.

For the fiscal year 2022, ASICS reported a sales increase of 18%, reaching ¥430 billion (approximately $3.9 billion). The company’s market share in the global sports footwear market rose to 11%, positioning ASICS as a leader in its segment.

Performance initiatives include a sustainability program that aims for a 50% reduction in CO2 emissions by 2030, demonstrating the company’s commitment to both business success and environmental stewardship.

Collaboration

Collaboration is integral to ASICS’ strategy for innovation and community engagement. The company fosters partnerships with athletes, sports organizations, and communities to enhance its brand and product development.

In 2024, ASICS partnered with the Tokyo 2020 Olympics to provide performance gear for athletes, further enhancing the brand's visibility and credibility. ASICS also collaborates with professional athletes, involving them in the testing and feedback processes for new products.

The ASICS Runkeeper app exemplifies collaboration within the community, allowing users to share their progress and engage with friends, building a supportive network of runners.

Empowerment

Empowerment is a value that ASICS Corporation embraces to motivate employees and consumers. The company promotes a culture that encourages personal growth and active lifestyles.

ASICS has established initiatives such as the 'ASICS Movement' campaign, which promotes fitness and well-being among individuals. The campaign reached approximately 5 million users across various digital platforms in 2023, encouraging participation in local sporting events.

The company’s internal programs include leadership development workshops, reaching over 1,500 employees in 2023, aimed at fostering a more inclusive and empowered workforce.