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Amsterdam gets ASICS Running LAB
03
Feb '11
The new ASICS Flagship Store Amsterdam is more than just a retail outlet as it offers runners several exclusive services and is the first European site to offer the ASICS Running LAB concept to consumers. Developed by the ASICS Institute of Sport Science in Kobe (Japan), this service has, so far, only been available to professional athletes. The store is now partially open but will be fully operational, with all departments open to the public, at the beginning of March. Olympic marathon champion Constantina Dita enjoyed an exclusive tour around the store.

Visitors to the store have been able to benefit from the ASICS FOOT ID system and the ASICS retail area since December 2010. The ASICS Running LAB and Running Club will be up and running as of March 2011.

The location of this unique performance store on the Stadhouderskade – next to the city's running centre, the Vondelpark – is by no means coincidental. In addition to showcasing ASICS' entire running collection and selected products from ASICS' other sports performance categories, this 600m2 store is equipped with the most advanced biomechanical and running analysis systems. It also offers runners various exclusive facilities such as the ASICS Running LAB, FOOT ID and Running Club.

In the ultra-modern ASICS Running LAB, runners can benefit from numerous extensive body analyses that will lead to advice on how to help improve one's running ability and gait. These analyses include foot shape, leg alignment, running technique, muscle strength, and endurance (aerobic fitness).

ASICS FOOT ID is a high-tech system that combines static and dynamic measurements to ensure customers select the correct shoes for their individual biomechanical profile.

To support runners further, an ASICS Running Club offers members Running Clinics and exclusive changing room facilities that include lockers, showers and a towel service.

Overall, the store represents ASICS' 'sound mind, sound body' philosophy. A unique concept in its own right, the store's unparalleled retail experience will be further enhanced by its spectacular interior design. The FOOT ID and Running LAB form a two-storey structure in the centre of the store. Echoing the brand's DNA, this futuristic, metal frame and glass construction connects the store's different areas around a technological 'heart'.

ASICS is the world leader in performance running, and this new store underlines our position as the market leader. With this unique concept, we are now able to bring the cutting-edge facilities of our renowned Institute of Sport Science in Kobe to our customers in Amsterdam, transforming them into a consumer experience that will further strengthen our unique customer loyalty. This is exactly what ASICS stands for: innovation, science and true sport. Alistair Cameron, President and CEO of ASICS Europe B.V.

The ASICS Flagship Store in Amsterdam is more than a store. The services we are offering here, such as the professional Running LAB or the Running Club, are unique. It will offer the full ASICS running experience and help us build a strong relationship with our customers. We believe that the success of this store will lead to more ASICS stores opening in major European capitals.”- Fernando Pina Mulas, Head of Retail at ASICS Europe B.V.

ASICS Corporation

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