ASICS, the globally renowned Japanese sportswear brand, has officially launched its first Company Owned Company Operated (COCO) store in India at DLF Mall of India, Noida. The event marked a defining chapter in the brand’s India journey, bringing together performance, innovation, and lifestyle under one roof.
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The grand opening was attended by Yasuhito Hirota, Chairman and CEO of ASICS Corporation, and Rajat Khurana, Managing Director of ASICS India and South Asia. Actor and fitness enthusiast Sara Ali Khan, who has long been associated with promoting health and wellness, headlined the launch event, celebrating the brand’s spirit of movement and mindfulness.
A Landmark Step In ASICS’ India Journey
Yasuhito Hirota emphasized India’s growing importance in ASICS’ global strategy, calling it one of the company’s most promising markets. “India represents one of the most compelling growth stories in ASICS’ global portfolio. The launch of our first DTC store marks a significant milestone, reinforcing India’s role as a central pillar of our ASICS global strategy. Over the past decade, we have witnessed the country’s growing enthusiasm for sports and wellness, which aligns perfectly with our philosophy of a sound mind in a sound body,” said Hirota.
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The new store reflects ASICS’ long-term commitment to expanding its retail presence in India while offering consumers a more immersive experience of the brand’s innovation-driven sportswear range.
Strengthening The Brand’s Retail Footprint
Rajat Khurana, Managing Director of ASICS India and South Asia, described the launch as a major milestone in the company’s Indian growth story. “Each new store brings us closer to our consumers, allowing them to experience the innovation and performance that defines our brand. India’s relationship with fitness has evolved from niche enthusiasm to a nationwide movement. Through our expanding retail network, we aim to create spaces where people can experience the transformative power of movement,” he said.
ASICS’ decision to open a Company Owned Company Operated store allows it to exercise complete control over customer experience, visual merchandising, and operations — ensuring that every aspect of the store reflects the brand’s global standards.
Sara Ali Khan Brings The Energy
Sara Ali Khan’s presence added an extra spark to the launch. Speaking at the event, she said, “Fitness has always been central to my life, which is why being part of ASICS’ first store launch in India is truly special. ASICS celebrates the joy of movement and inspires people to live actively. I can’t wait for everyone to explore the store and discover how ASICS can elevate their fitness journey.”
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Her association with the event perfectly embodied ASICS’ philosophy of balancing physical and mental well-being through active living.
Looking Ahead: 200 Stores By 2026
The opening of the Noida flagship COCO store marks the beginning of ASICS’ next phase of expansion in India. The brand aims to build on this momentum and reach 200 stores nationwide by the end of 2026. With India’s sportswear and athleisure markets growing rapidly, ASICS plans to blend performance-driven innovation with lifestyle appeal to strengthen its position as a leading global sportswear brand.
The launch symbolizes more than just retail growth, it represents ASICS’ long-term vision of making India an integral part of its global mission to inspire healthier, more active lives.
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