What 亚瑟士(中国)商贸有限公司 does

亚瑟士(中国)商贸有限公司 (ASICS China) is the wholly-owned Mainland China operating subsidiary of ASICS Corporation (Tokyo Stock Exchange: 7936), the Japanese athletic goods company founded in 1949 by Kihachiro Onitsuka in Kobe and restructured under the ASICS name in 1977. The entity markets and distributes performance athletic footwear, apparel, and accessories in Mainland China, serving individual consumers across four primary segments: running enthusiasts (the primary segment), court sport athletes (tennis, volleyball, badminton), field sport athletes (football/soccer, baseball), and fashion/lifestyle consumers reached through the ONITSUKA TIGER and ASICSTIGER sub-brands. Its product portfolio is organized around a differentiated running-shoe taxonomy (stability/support via GEL-KAYANO and GT-2000, cushioning via GEL-NIMBUS and GEL-CUMULUS, rebound via NOVABLAST, and racing via METASPEED SKY/EDGE/SP and SORTIE), supplemented by GEL-RESOLUTION tennis shoes and court/field footwear.

The China subsidiary monetizes through unit-priced hardware sales, with running shoes priced across roughly ¥500 (entry/mid-tier) to ¥1,500+ (premium KAYANO PLATINUM / NIMBUS), and sells via a direct-to-consumer channel mix consisting of the official asics.com.cn website, dual Tmall flagship stores (ASICS天猫旗舰店 and ASICS天猫专卖店), physical concept stores, outlet stores, and Running Expert Club stores that differentiate the brand via professional fitting services including 3D laser foot scanning and treadmill gait video analysis. Core product technology is sourced from the parent — GEL cushioning (since 1986), FLYTEFOAM ultra-light midsole, SpEVA, Solyte, IGS (Impact Guidance System), ACTIBREEZE thermomapping, and fuzeGEL — developed at the parent's ASICS Institute of Sport Science, with recent extensions into 3D-printed recovery footwear (ACTIBREEZE 3D SANDAL), carbon-plated racing spikes (METASPEED SP), and a circular-economy recyclable shoe (NIMBUS MIRAI, 2024) verified through an MIT carbon-footprint partnership (2022). The legal entity is a private limited company headquartered at Golden Bridge International Center, Changning District, Shanghai.

Name

亚瑟士(中国)商贸有限公司

Legal name

亚瑟士(中国)商贸有限公司

Website

https://asics.com.cn

Company type

Private

Founded year

1949

Operating status

Operating

Headcount range

1–10 employees

Short description

ASICS China is the Mainland China subsidiary of Japan's ASICS Corporation, distributing performance athletic footwear, apparel, and accessories through Tmall flagship stores, the asics.com.cn website, and physical Running Expert Club stores featuring 3D foot scanning and gait analysis services.

Ownership category

akta.pro rank

Product category

Athletic Footwear & Sportswear

NAICS

Shoe Retailers (45821), Sporting Goods Retailers (45911)

SIC

Retail-Shoe Stores (5661), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Athletic Footwear & Sport Apparel Retail (CRAMABAC)

akta.pro secondary industries

Running & Endurance Wear (CRAAAEAD), Tennis & Court Footwear & Apparel Retail (CRAMACAG), Athletic / Performance & Activewear Brands (CRAAAAAD), Training & Cross-Training Footwear & Apparel Retail (CRAMACAD)

Keywords

• Athletic footwear
• Sportswear apparel
• Running shoes
• Sports accessories
• Lifestyle sneakers

Headquarters

HQ city

上海市, 上海市

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Athletic Footwear Sales: ASICS generates primary revenue through the sale of athletic footwear including running shoes (GEL-KAYANO, GEL-NIMBUS, GT-2000, NOVABLAST), tennis shoes (GEL-RESOLUTION), volleyball shoes, badminton shoes, football/soccer cleats, and lifestyle sneakers.
2. Athletic Apparel Sales: Revenue from sports apparel including T-shirts, jackets/outerwear, down jackets, shorts, pants, compression wear, sports bras, and skirts for men, women, and children.
3. Accessories Sales: Revenue from bags, caps, socks, and other sports accessories.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

亚瑟士(中国)商贸有限公司 (ASICS China Trading Co., Ltd.) is the wholly-owned Chinese subsidiary of Japan's ASICS Corporation, selling athletic footwear (running, tennis, volleyball, badminton, football cleats, and lifestyle sneakers), sportswear apparel (T-shirts, jackets, shorts, pants, compression wear), and sports accessories through e-commerce platforms (Tmall flagship stores, official website) and physical retail stores across mainland China. The company operates under core brand ASICS plus sub-brands ONITSUKA TIGER, ASICSTIGER, and HAGLÖFS, offering specialized products for stability runners, cushioning runners, racing athletes, court sports, field sports, and lifestyle consumers.

Product overview

ASICS (亚瑟士) is a comprehensive sports goods company formed in 1977 through the merger of ONITSUKA Co., Ltd., GTO Co., Ltd., and JELENK Co., Ltd. The company name derives from the Latin phrase 'Anima Sana In Corpore Sano' meaning 'a sound mind in a sound body.' ASICS China's product portfolio centers on performance athletic footwear organized into three main running shoe lines: (1) Stability/Support: GEL-KAYANO series (flagship stability shoe for overpronators), GT-2000 series (lighter stability option), and SORTIE series (marathon racing); (2) Cushioning: GEL-NIMBUS series (premium cushioning for neutral runners), GEL-CUMULUS series (cushioning for underpronators), and NOVABLAST series (rebound-focused); (3) Racing: METASPEED SKY/EDGE (elite racing shoes for different running styles), METASPEED SP (sprint track spike), and METASPRINT (elite sprint shoe). Beyond running, ASICS offers sport-specific footwear including GEL-RESOLUTION tennis shoes, volleyball, badminton, and basketball shoes. The company also operates lifestyle sub-brands ONITSUKA TIGER (heritage streetwear with Japan-made NIPPON MADE line) and ASICSTIGER (sports lifestyle), plus acquired Nordic outdoor brand HAGLÖFS. Core technologies include GEL cushioning (since 1986), FLYTEFOAM ultra-light midsole (2016), ACTIBREEZE temperature regulation, and IGS (Impact Guidance System) design philosophy. ASICS provides fitting services including 3D foot scanning and gait video analysis at retail locations.

Differentiator

Problem solved

Functional benefit

Brands

• ONITSUKA TIGER: 复古运动风格品牌，2002年重新推出，MEXICO66、ULTIMATE81等经典鞋款
• ASICSTIGER
• HAGLÖFS

Products and services

• GEL-KAYANO Series Premium stability/support running shoes designed for overpronators. Long-running ASICS bestseller featuring FLYTEFOAM PROPEL midsole, GEL cushioning, and rearfoot stability systems. Priced ¥1,290-¥1,490 in the China market.
• GEL-NIMBUS Series Premium cushioning running shoes designed for neutral runners and mild overpronators. Features extra-wide base, thickened midsole, and large visible GEL units for cloud-like softness. Priced approximately ¥1,290.
• GT-2000 Series Stability running shoes designed for overpronators. Lighter than the KAYANO series with focus on comfort and overpronation control for long-distance running. Priced approximately ¥890.
• GEL-CUMULUS Series Cushioning running shoes for underpronators (supinators). Features midsole cushioning technology to absorb impact forces, external lateral cushioning, enhanced heel cushioning, and flexible design.
• NOVABLAST Series Lightweight rebound running shoes featuring FF BLAST midsole design. Equipped with new monofilament upper for breathability and recessed outsole structure for flexibility.
• METASPEED Series Elite racing shoes including METASPEED SKY (stride runners), METASPEED EDGE (cadence runners), and METASPEED SP (sprint track spike). Designed with scientifically designed midsole and carbon plate technology to help runners achieve faster speeds.
• SORTIE Series Marathon-specific racing shoes succeeding the MARUP series since 1981. Features ultra-light EVA midsole with more than 10 breathable Flex Holes to reduce weight and improve flexibility.
• GEL-RESOLUTION Series High-end stability tennis shoes featuring IGS eight-function validation, front and rear built-in GEL cushioning, and DYNAWALL midsole material. Priced ¥990-¥1,090. Worn by professional tennis players including Novak Djokovic.
• METASPRINT Elite sprint track shoe for competitive sprinters. Features no spike pin restrictions for full stride power transfer, and HL-O seamless mesh upper fitting like a second skin.
• NIMBUS MIRAI Recyclable professional running shoe launched in 2024 under the GEL-NIMBUS series. Designed with upper, midsole, and outsole materials that can be recycled, paired with a new circular economy shoe return program.
• GEL-LYTE III CM 1.95 Sustainable lifestyle sneaker with the lowest carbon emissions in the market as of September 2023. Features carbon-negative foam midsole and bio-based polymer insole from sugarcane, plus recycled polyester upper with waterless dyeing technology.
• ACTIBREEZE 3D SANDAL Performance recovery sandal using 3D-printed manufacturing based on ASICS Institute of Sport Science research. Designed for the post-athletic performance recovery phase to prepare athletes for the next competition.
• ONITSUKA TIGER Brand Heritage streetwear and lifestyle footwear brand re-launched in 2002. Includes MEXICO 66, ULTIMATE 81, NIPPON 60 iconic models and the NIPPON MADE series with all parts manufactured in Japan using vintage-treated Japanese leather.
• ASICSTIGER Brand Sports lifestyle sneaker sub-brand re-launched in 2015 targeting the expanding sports lifestyle market. Offers full product line including footwear, apparel, and accessories.
• Athletic Apparel Sports apparel including T-shirts, jackets/outerwear, down jackets, shorts, pants, compression wear, sports bras, and skirts for men, women, and children. Distributed through official website and Tmall flagship stores in China.
• Sports Accessories Sports accessories including bags, caps, socks, and other sports accessories sold alongside footwear and apparel through retail and e-commerce channels.
• 3D Foot Scanning Service Advanced gait analysis service using laser to create high-resolution 3D images of feet, capturing arch height and Achilles tendon-to-leg straight-line distance. Provides precise shoe fitting recommendations. Available at ASICS concept stores, outlet stores, and Running Expert Club stores in China.
• Gait Video Analysis Service Video recording analysis of runners on treadmills. ASICS staff provide detailed explanation of running style and assist in selecting appropriate running shoes based on gait.

Quantifiable outcome

• GEL-KAYANO 30 carbon footprint 14% lower than industry average (10.7kg CO2e/pair)
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Renshi ChokaiminorGTM or Marketing Partner · 1 January 2023ASICS signed a global partnership agreement with wheelchair basketball athlete Renshi Chokai. The collaboration aligns with ASICS brand philosophy promoting diversity and inclusive society.
• South African Springboks (SARU)coreStrategic or Co-development Partner · 1 January 2013ASICS became the official supplier for the South African Rugby Union (SARU), providing equipment and apparel for Springboks and all related national teams including men's and women's sevens teams and all age-group teams. The Springboks won the 2019 International Rugby Championship wearing ASICS jerseys.
• Australian Wallabies (ARU)coreStrategic or Co-development Partner · 1 January 2013ASICS entered into an official sponsorship agreement with Australian Rugby Union (ARU), providing official match and training apparel and footwear for the Wallabies national team, men's and women's sevens teams, and under-20 teams.
• RAWLINGSminorStrategic or Co-development Partner · 1 January 1979ASICS established a partnership with American company RAWLINGS in 1979 to launch baseball products in Japan, marking ASICS's entry into the baseball equipment market.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Puma: Global athletic/lifestyle brand with running, training, and motorsport lines. Comparable to ASICS as a broader multi-sport athletic player competing in the same Chinese consumer segments, though Puma's center of gravity sits more in lifestyle than pure running.

Direct peers

• Adidas: Global athletic footwear/apparel major with Ultraboost running line and strong China retail presence. Comparable to ASICS in premium running positioning, multi-sport portfolio, and multi-channel DTC strategy.
• Brooks Running: US-based running-specialist brand with biomechanics-led positioning (Glycerin, Adrenaline GTS) directly mirroring ASICS's stability/cushioning segmentation strategy. Comparable in running-only focus, premium price tier, and biomechanical R&D emphasis.
• New Balance: Heritage running and lifestyle brand with strong resurgence in China through lifestyle-led product (530, 9060) and core Fresh Foam running line. Comparable to ASICS in running heritage, pronation-based fit systems, and lifestyle extension strategy.
• Nike: Global athletic footwear and apparel leader with strong running franchise (Pegasus, Vomero, Alphafly) and significant China DTC and wholesale presence. Directly comparable to ASICS in target runners, premium positioning, and multi-sport product breadth.

Regional players

• Xtep International: Hong Kong-listed Chinese athletic brand historically strong in mass-market running footwear and now expanding into premium and racing segments (160X carbon-plate marathon shoe). Comparable to ASICS as a China-focused running competitor with growing technical ambitions.
• Anta Sports: China's largest domestic sportswear group, owning Anta, FILA China, Descente, and Amer Sports portfolio (Salomon, Arc'teryx). Comparable to ASICS as a China-market athletic competitor with growing premium technical running offering through Salomon.
• Li Ning: Leading Chinese domestic athletic brand with growing technical running line (LIRUN, FEIDIAN) and strong Tier 3–5 city distribution. Comparable to ASICS as a direct competitor in China athletic footwear and apparel with overlapping running, basketball, and lifestyle categories.

Emerging players

• On: Swiss running/lifestyle brand with proprietary CloudTec technology and aggressive China expansion via Tmall and concept stores. Comparable in DTC-led premium positioning, proprietary midsole technology, and growing overlap with ASICS's urban-runner and lifestyle consumers.
• HOKA: Fast-growing maximalist-cushioning running brand owned by Deckers, rapidly expanding in China via DTC and Tmall. Comparable to ASICS in running focus and premium positioning but differentiated by maximalist design language that is reshaping Chinese runner preferences.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

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Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about 亚瑟士(中国)商贸有限公司