Asics restructures global operations

Japanese sports brand Asics has announced an organisational restructure and the appointment of experienced international executives to accelerate business growth.

Under what it calls ‘The Center of Excellence Initiative’ Asics is strengthening its global business, which includes the Onitsuka Tiger brand and retail network, through the appointment of “top talent to lead and manage its global categories from the most influential regional markets by category”.

From September 16, a new Global Lifestyle Division will be established to lead global marketing for Lifestyle brands such as Onitsuka Tiger and Asics Tiger. Europe will be designated as the Center of Excellence for this category with the offices based in Amsterdam. This division will be headed by the newly appointed senior GM, Torsten Widarzik, who moves from his current position as CEO of German fashion label Campus. Widarzik was previously Levis Strauss Germany/Switzerland GM and business and brand director with Nike Sportswear at Nike CEMEA, where he built the sportswear business across Central and Eastern Europe.

Asics says strengthening its footwear and apparel business is also a key part of the business growth strategy following the appointment of Asics as Gold Partner in Japan for Tokyo 2020 Olympic and Paralympic Games.

“To further accelerate growth, the design functions will be added to the Global Footwear Product Marketing Division.

“The seamless integration of the product design, development and manufacturing functions will boost the development of competitive products.The reformed Global Footwear Product Marketing Division will continue to be led by Gerard Klein, senior GM, who returned to Asics in August 2014 after seven years at Converse where he was in charge of the go-to-market strategy and merchandising in the EMEA market.”

Earlier this year, Asics also strengthened its Global Brand Marketing Division by appointing a new leader, Paul Miles, senior GM, who joined Asics in May 2015 from Nissan Motor, where he was VP of marketing and communications. Miles previously worked for Fast Retailing in France and Japan, where he was responsible for the market launch and expansion of the Uniqlo brand.

“The restructuring of our global operations and the appointment of top talent as our new leaders shows our commitment to accelerate growth as a global sporting goods company,” said Motoi Oyama, CEO of Asics Corporation.

“I am confident that the Center of Excellence initiative will enhance organisation’s capacity and effectiveness, and lead us into the next stage of growth.”