New Delhi: ASICS, a Japanese sportswear brand, launched its first company-owned company-operated (COCO) store in India at DLF Mall of India, Noida, the company said in a media release on Monday.
The store, inaugurated on October 18 by ASICS global CEO Yasuhito Hirota and India & South Asia MD Rajat Khurana, aims to offer consumers a comprehensive experience across running, sport, and apparel categories. Actor Sara Ali Khan attended the launch event.
“India represents one of the most compelling growth stories in ASICS’ global portfolio. The launch of our first DTC store represents a significant milestone,” Hirota said.
“Through our expanding retail presence, our focus is to create spaces where people can immerse in the philosophy of Sound Mind, Sound Body,” Khurana added.
The store features tech-driven, minimalistic interiors and interactive zones for consumers to engage with the brand’s products.
“Fitness has been central to my life… it is exciting to see a brand that inspires people to live actively,” said Sara Ali Khan.
ASICS India plans to expand its retail footprint to 200 stores by the end of 2026, reflecting the brand’s strategy to strengthen its presence in the country.
