ASICS Oceania

What ASICS Oceania does

ASICS Oceania Pty Ltd is the Australian and New Zealand regional subsidiary of ASICS Corporation (Tokyo Stock Exchange: 7936.T), operating as a multi-category athletic footwear and apparel retailer under the ASICS Australia brand. The company sells running shoes, sport and activewear, work boots, and SportStyle lifestyle products through a direct-to-consumer model combining the asics.com.au e-commerce platform, physical retail stores across Australia, and authorized dealer channels, supported by the OneASICS loyalty program, the ASICS mobile app, and Runkeeper integration.

The product portfolio is anchored by proprietary GEL cushioning technology and includes the flagship GEL-KAYANO stability line (current iteration GEL-KAYANO 33), the GEL-STRATUS MC heritage crossover, the JETRAY ELITE speed boot, and the METASPEED race-day series, with SportStyle extensions such as Gel-NYC 2.0 and GEL-KAYANO 20. Service offerings include expert fitting appointments in-store and the ASICS Medical Partnerships program, which channels physiotherapist and healthcare professional recommendations for rehabilitation and injury prevention use cases.

Revenue is generated primarily through hardware sales of footwear and apparel, complemented by a freemium loyalty subscription (OneASICS) that drives retention through exclusive discounts, free delivery/returns, and early access to sales. The company also distributes official replica merchandise under partnerships with Australian professional sports teams including Western Sydney Wanderers (A-League football) and Brisbane Broncos (NRL rugby league), with payment flexibility provided via Afterpay and Zip Pay integrations.

Name

ASICS Oceania

Legal name

ASICS Oceania Pty Ltd

Website

https://asics.com.au

Company type

Private

Founded year

1949

Operating status

Operating

Short description

ASICS Oceania is the Australian and New Zealand subsidiary of ASICS Corporation, selling running shoes, athletic apparel, work boots, and lifestyle footwear through direct e-commerce, retail stores, and authorized dealers, supported by the OneASICS loyalty program and sports team merchandise partnerships.

Ownership category

akta.pro rank

Product category

Athletic Footwear and Apparel

NAICS

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

SIC

Retail-Shoe Stores (5661)

akta.pro primary industry

Athletic & Performance Footwear Retail (CRAAADAA)

akta.pro secondary industries

Training & Cross-Training Footwear & Apparel Retail (CRAMACAD), Athletic / Performance & Activewear Brands (CRAAAAAD), Performance Footwear (Running, Training, Court) (CRAAAEAI)

Keywords

• Running shoes
• Athletic footwear
• Sportswear apparel
• Performance activewear
• Lifestyle athleisure

Headquarters

HQ city

Marsden Park

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Footwear Sales: Primary revenue from selling running shoes and athletic footwear through direct e-commerce, retail stores, and authorized dealers.
2. Apparel and Activewear Sales: Revenue from sports apparel, activewear, and SportStyle lifestyle products.
3. OneASICS Loyalty Program: Free membership program offering exclusive discounts, free delivery and returns, and early access to sales to drive customer retention and repeat purchases.
4. Team and Fan Gear Sales: Official replica merchandise and team gear sales including partnerships with Western Sydney Wanderers and Brisbane Broncos.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

ASICS Oceania Pty Ltd is the Australian and New Zealand regional subsidiary of ASICS Corporation, selling ASICS-branded running shoes, athletic footwear, sportswear apparel, and lifestyle activewear through its direct-to-consumer e-commerce platform (asics.com.au), physical retail stores across Australia, and authorized dealer network. The product range is built on proprietary GEL cushioning technology across performance lines such as GEL-KAYANO, METASPEED, and JETRAY series, supplemented by SportStyle lifestyle wear, occupational work boots, licensed sports team merchandise, and digital fitness platforms including the ASICS App and Runkeeper integration.

Product overview

ASICS Oceania operates as a multi-category athletic apparel and footwear company offering a unified portfolio of running shoes, SportStyle lifestyle wear, work boots, and digital fitness platforms. The core product lines include the premium GEL-KAYANO running series (Models 33 and 20), GEL-STRATUS MC, JETRAY ELITE speed boots, and METASPEED racing shoes, all built on ASICS cushioning technology. The SportStyle sub-brand extends heritage athletic designs into lifestyle and streetwear categories through products like Gel-NYC 2.0. Digital offerings include the ASICS App and Runkeeper fitness tracking platform, supported by the OneASICS loyalty program. The company also serves professional sports teams through merchandise partnerships with Western Sydney Wanderers and Brisbane Broncos, and offers specialized services including Medical Partnerships for professional recommendations and fitting appointments. Payment integration through Afterpay and Zip enables flexible purchase options.

Differentiator

Problem solved

Functional benefit

Brands

• OneASICS: Loyalty program offering free delivery, free returns, exclusive discounts, birthday rewards, and early access to sales.
• Runkeeper

Products and services

• GEL-KAYANO 33

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Western Sydney WandererscoreStrategic or Co-development PartnerASICS is the official kit and merchandise partner for Western Sydney Wanderers FC, providing official replica range for the A-League football club.
• Brisbane BroncoscoreStrategic or Co-development PartnerASICS partnership with Brisbane Broncos NRL team including exclusive 2026 Indigenous Jersey and official team merchandise.
• AfterpayminorGTM or Marketing PartnerAfterpay buy-now-pay-later payment option available on ASICS Australia website for customer convenience.
• Zip PayminorGTM or Marketing PartnerZip Pay installment payment option available on ASICS Australia website for customer convenience.
• ASICS Medical PartnershipscoreStrategic or Co-development PartnerHealthcare professional network providing professional recommendations of ASICS products for rehabilitation and injury prevention purposes.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• The Iconic: The Iconic is Australia's leading online fashion and footwear marketplace, stocking ASICS alongside Nike, Adidas, New Balance, and On. Comparable as a digital channel where ASICS Oceania's products compete head-to-head for the same consumer wallet.
• Rebel Sport (Super Retail Group): Rebel is Australia's largest sporting-goods specialty retailer and an authorized ASICS dealer alongside Nike, Adidas, Brooks, and Hoka. Comparable as a dominant multi-brand Oceania channel through which ASICS competes for running-consumer share.

Direct peers

• Puma Australia: Puma sells athletic and running footwear (Deviate Nitro, Magnify), training apparel, and team-sport merchandise in Australia. Comparable to ASICS Oceania across both performance running and lifestyle/team-merch categories.
• Adidas Australia: Adidas operates its own Australian e-commerce and retail presence across performance running (Adizero, Ultraboost), training, and Originals lifestyle. Directly comparable to ASICS Oceania in product breadth, channel mix, and target running/lifestyle consumer.
• Brooks Running Australia: Brooks is a running-specialist brand with direct Australian distribution, competing head-on with ASICS in stability (Glycerin vs GEL-KAYANO), cushioning, and trail running. Highly comparable as a running-first brand with similar biomechanics-led positioning.
• Hoka One One (Deckers Brands) Australia: Hoka distributes through its own Australian DTC site and retail partners with a maximalist-cushion running proposition. Directly comparable to ASICS Oceania's GEL-cushion running line and a leading emerging threat in the same performance running consumer.
• On Running Australia: On operates a dedicated Australian e-commerce site plus retail and team-sport partnerships (e.g., Roger Federer–led visibility, athletic sponsorships). Directly comparable as a premium performance running and lifestyle brand competing for the same Oceania consumer.
• Under Armour Australia: Under Armour operates an Australian DTC presence focused on training, running, and lifestyle apparel/footwear. Comparable to ASICS Oceania on multi-category performance positioning and DTC channel mix.
• New Balance Australia: New Balance sells performance running (Fresh Foam, FuelCell), lifestyle (574, 990), and team-sport footwear in Australia. Directly comparable to ASICS Oceania as a heritage performance running brand with growing lifestyle traction.
• Nike Australia: Nike's Australian direct-to-consumer and wholesale business selling athletic footwear, apparel, and accessories across running, training, and lifestyle. Directly competes with ASICS Oceania on the same retail channels, the same running consumer, and overlapping product categories (pegasus, vaporfly vs GEL-KAYANO, METASPEED).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ASICSaustralia
• LinkedInlinkedin.com/company/asics-oceania-pty-ltd

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ASICS Oceania