Staff Writer
ASICS Corporation has been named one of Japan’s SX (Sustainability Transformation) Brands 2025, a designation jointly determined by Japan’s Ministry of Economy, Trade and Industry (METI) and the Tokyo Stock Exchange (TSE).
ASICS’ selection as an SX Brand highlights the company’s structured approach to integrating sustainability within its business operations. Under its Mid-Term Plan 2026, the company emphasizes Enhancement of Brand Experience Value, a strategy designed to expand customer engagement through innovation in products, services, and digital infrastructure.
Key elements driving this transformation include:
- Developing an Integrated Running Ecosystem: Leveraging data-driven insights through its RUNNING ECOSYSTEM, which integrates customer purchasing behavior, fitness tracking, and race participation via its OneASICS membership program. This system fosters deeper consumer engagement and brand loyalty, creating a personalized experience that aligns with ASICS' core philosophy: A Sound Mind in a Sound Body.
- Strategic Intellectual Property Management Recognizing the role of intellectual assets in corporate growth, ASICS employs IP Management to safeguard its brands—ASICS and Onitsuka Tiger—while enhancing their market value. This structured integration of intellectual property within business operations strengthens long-term corporate positioning.
- Stakeholder-Centered Market Engagement: Prioritizing transparent investor relations (IR) through continuous engagement with capital markets, incorporating stakeholder feedback into decision-making processes. Initiatives such as analyst-led executive workshops reinforce ASICS’ commitment to governance and corporate accountability.
The company continues to inegrate sustainability into its business strategy through initiatives focused on climate action, circularity, and responsible sourcing. Aiming to transition to 100% recycled polyester in its footwear and apparel while reducing single-use plastics across its supply chain. ASICS also prioritizes ethical material sourcing, partnering with organizations like the Leather Working Group and Better Cotton to ensure responsible production.
Beyond business operations, ASICS has broadened its sustainability focus through the establishment of the ASICS Foundation, which aims to support individuals with limited access to sports and exercise due to economic or social barriers.
