Hoofddorp, 27 January 2011

ASICS opens its ultra-modern Flagship Store in Amsterdam

A unique store concept right next to the city's most famous running spot

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.

Running LAB
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).

FOOT ID
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.

Running Club
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.

Interior Design
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’.

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