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ASICS, the global Japanese sportswear giant, has announced the opening of its first Company-Owned Company-Operated (COCO) store in India, marking a major milestone in its retail journey in the country. The flagship store, located at DLF Mall of India, Noida, was inaugurated by Mr. Yasuhito Hirota, Chairman, CEO, and Representative Director, ASICS Corporation, and Mr. Rajat Khurana, Managing Director, ASICS India and South Asia.
The launch event was headlined by actor and fitness enthusiast Sara Ali Khan, who joined the celebrations highlighting ASICS’ fusion of performance, innovation, and lifestyle. The event transformed the mall atrium into a vibrant hub of sneaker culture, movement, and self-expression — embodying the brand’s ethos of “A Sound Mind in a Sound Body.”
The new store has been designed to provide an immersive, technology-led retail experience, offering ASICS’ full range of Performance Running, SportStyle, Core Performance Sport, and Apparel collections. The minimalistic interiors and digital integration reflect ASICS’ global focus on innovation and customer engagement.
Speaking at the launch, Yasuhito Hirota said, “India represents one of the most compelling growth stories in ASICS’ global portfolio. The launch of our first DTC store is a significant milestone, reinforcing India’s role as a central pillar of our global strategy. Over the past decade, we have witnessed India’s growing enthusiasm for sports and wellness, which aligns perfectly with our mission of ‘A Sound Mind in a Sound Body.’ This launch reflects our long-term commitment to the market and marks the beginning of an exciting journey to inspire and empower millions.”
Rajat Khurana, Managing Director, ASICS India and South Asia, added, “As ASICS marks a decade of operations in India, the launch of our first COCO store is a proud milestone that underscores our commitment to the Indian consumer. We have seen fitness evolve from a niche interest to a nationwide movement, and our goal is to create spaces where people can truly experience the philosophy of ‘Sound Mind, Sound Body’ and the transformative power of movement.”
Actor Sara Ali Khan expressed her enthusiasm at the launch, saying, “Fitness has always been central to my life, and ASICS represents the joy of movement and the spirit of pushing boundaries. It’s exciting to see a brand that inspires people to live actively. I can’t wait for everyone to explore the store and discover how ASICS can elevate their fitness journey.”
Founded in 1949 by Kihachiro Onitsuka, ASICS (derived from the Latin phrase Anima Sana In Corpore Sano, meaning A Sound Mind in a Sound Body) is globally recognized for its high-performance running shoes, sportswear, and accessories.
ASICS India continues to record strong growth in the domestic market and plans to expand its retail footprint to 200 stores by the end of 2026. The launch of its first COCO store reaffirms the brand’s long-term commitment to India and its ambition to strengthen its leadership in performance-driven sportswear and lifestyle innovation.
