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ASICS invests in No new folk studio for smart shoe

Feb '20
Investment subsidiary of ASICS Corporation, ASICS Ventures Corporation, has made investments in a Japanese startup No new folk studio, developer of sensing solution Orphe Track which measures and analyses foot movement. ASICS and No new folk studio are jointly making smart running shoes that give runners real time feedbacks on the changes in foot movement.

Foot movement data, including number of steps/distance, cadence, and angle of ground contact are collected and together with biomechanics expertise at ASICS Institute of Sport Science, is analysed to provide runners feedbacks on gait analysis, including step length and foot strike pattern. A prototype of the smart running shoes was presented at CES 2020 in Las Vegas, US, and ASICS intends to launch its first smart shoes in 2020.

No new folk studio was founded in October 2014 and has conducted multiple proof-of-concept projects with ASICS Institute of Sport Science since April 2017, to jointly develop smart shoes that can measure foot movement during running and walking. The company won the Grand Prize in the ASICS Accelerator Programme for startups, held from March through July 2019.

One of the core strategies of ASICS’ medium-term management plan ASICS Growth Plan (AGP) 2020 is enriching sports lives through the use of digital technology, and the company is focusing on improving the sense of fulfilment customers get from sports by using digital power. The investment in No new folk studio is part of that strategy, as ASICS has actively sought to utilise state-of-the-art expertise and technology from outside the company in the fast-growing digital field.

Fibre2Fashion News Desk (SV)

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February 2020

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