The global sportswear brand celebrates a decade in India, unveiling its flagship store at DLF Mall of India and outlining plans to expand to 200 outlets by 2026.
ASICS, the Japanese performance sportswear giant, has launched its first Company-Owned Company-Operated (COCO) store in India at DLF Mall of India, Noida. The milestone opening was led by Yasuhito Hirota, chairman, CEO, and representative director of ASICS Corporation, alongside Rajat Khurana, managing director, ASICS India and South Asia. The celebration was headlined by actor and fitness icon Sara Ali Khan, underscoring the brand’s blend of athletic innovation and modern lifestyle appeal.
Speaking at the launch, Yasuhito Hirota said, “India represents one of the most dynamic growth markets within ASICS’ global portfolio. The launch of our first DTC store marks a key strategic milestone, positioning India as a core pillar of our global vision. Over the past decade, we have seen an inspiring rise in the country’s sports and wellness culture-deeply aligned with our philosophy of ‘A Sound Mind in a Sound Body’. This opening reaffirms our long-term commitment to empowering individuals through movement.”
Rajat Khurana added, “As we celebrate ten years of ASICS in India, the opening of our first COCO store reinforces our dedication to deepening consumer connections. Each new store strengthens our ability to deliver innovation, performance, and an authentic ASICS experience. India’s fitness movement has evolved from niche to mainstream, and our goal is to create spaces where consumers can truly experience the transformative philosophy of Sound Mind, Sound Body.”
Sharing her excitement, Sara Ali Khan said, “Fitness has always been an integral part of my life, and being here today for ASICS’ store launch is truly special. The brand celebrates the joy of movement and encourages people to live active, mindful lives-values I deeply resonate with. I’m thrilled for everyone to explore the store and experience how ASICS can elevate their fitness journey.”
Building on its strong performance in India, ASICS aims to expand its retail footprint to 200 stores by the end of 2026, further strengthening its leadership in performance sportswear and lifestyle innovation. The launch of its first COCO store marks a significant step in the brand’s India journey-uniting technology, design, and purpose to inspire the nation’s growing community of fitness enthusiasts.
