Asics India ramps up sportstyle game with strategic launches

ASICS India is making bold strides in the lifestyle-performance segment with the recent launch of the GEL-KAYANO 20 in Delhi and the GEL-DS TRAINER 14 in Mumbai. According to Rajat Khurana, Managing Director of ASICS India & South Asia, these cities were chosen for their strong sneaker culture, high concentration of Gen Z and millennial consumers, and their reputation as fashion-forward hubs.“The sneaker communities in Delhi and Mumbai are vibrant and deeply engaged with global trends. These launches were a natural fit,” Khurana said.The early response to ASICS’ SportStyle collection—particularly the GEL-KAYANO 20 and GEL-DS TRAINER 14—has been overwhelmingly positive. Consumers are increasingly seeking hybrid footwear that combines performance with street-ready aesthetics. “We’re seeing a clear shift in purchasing behaviour, with more people willing to invest in lifestyle-driven products that don’t compromise on comfort or design,” he added.ASICS India is also responding to the rising demand for athleisure by bridging fashion and functionality. The brand’s latest SportStyle sneakers reflect a 2000s-inspired silhouette fused with cutting-edge technology, aimed at delivering all-day wearability with performance-grade features.Sustainability is also a cornerstone of ASICS’ strategy. With initiatives like the carbon footprint label and use of recycled materials, ASICS is aligning innovation with eco-consciousness.

The GEL-NIMBUS™ 27, for instance, boasts a carbon footprint approximately 27% lower than the industry average.ASICS India has ambitious growth plans, with 30 new stores set to open this year and a goal of expanding to 200 stores by 2026, especially in Tier 2 and Tier 3 markets. “India remains a key contributor to ASICS’ global growth,” said Khurana, highlighting the brand’s 25% CAGR and strong upward trajectory.