Global sportswear brand ASICS is strengthening its presence in South Africa with the opening of a new Direct-to-Consumer (DTC) store at Sandton City.
The new store brings together ASICS’ performance footwear, apparel and SportStyle collections, along with core performance sports including tennis and padel, in a dedicated retail environment offering consumers direct access to the latest ASICS innovations and global product launches. It marks another step in the brand’s commitment to creating more opportunities for people to experience the positive impact of movement.
The opening comes as running continues to hold significant cultural and commercial relevance in South Africa, with participation extending beyond competitive athletes to recreational runners, social running communities and consumers embracing movement as part of their everyday lives. This evolution presents an opportunity to deepen ASICS’ position in the performance running category while expanding its reach through SportStyle and Core Performance Sport.
For Sean Van Wyk, General Manager at ASICS South Africa, the opening is about connection as much as product.
“We’re focused on building meaningful connections with South African consumers and ensuring that ASICS is part of their journey, whether they’re experienced athletes, discovering running and other sports for the first time or engaging with the brand through SportStyle.”
A morning of taiso above Sandton City
ASICS marked the opening with a launch moment on the Sandton City roof, featuring a morning taiso session, the Japanese group exercise routine traditionally done to begin the day. It was a fitting start for a launch built around early morning movement.
The store then offered an opportunity to discover the RISE & SHINE™ and Sensory Bloom collections, and the wider ASICS range, first-hand.
A space built around how South Africa moves
South Africa’s running culture shows in numbers. Iconic running events such as Two Oceans 2027 received over 100,000 ballot applications, setting a new local record, and on a global stage London Marathon reaching 1338,544 shows the same upward trend.
Amanda Standley, Marketing Manager at ASICS South Africa, says that shift is shaping how the brand shows up.
“Running has always had a strong foundation in South Africa, but what’s exciting is how the culture around it continues to evolve. We’re seeing people enter the sport for different reasons, whether that’s improving their fitness, finding a sense of community, working towards their first major race or bringing clarity to their minds. This creates an opportunity for us to introduce more consumers to the performance innovation behind ASICS, while making the brand relevant to the different ways South Africans choose to move.”
For runners, the store serves as the ultimate destination for ASICS’ performance range -seamlessly scaling from daily mileage builders to cutting-edge innovations engineered for elite running. For those who engage with the brand through SportStyle, it is a gateway into collections that draw on ASICS’ rich sporting heritage while speaking to contemporary everyday style
Beyond the more advanced running products, the store is designed as a space for Johannesburg’s movement community, where running, performance and style come together as part of everyday life.
Martin Koch, Retail Marketing Manager at ASICS South Africa, says the store gives the brand a better way to show what is behind its products.
“Having our own retail spaces allows us to be much more intentional about how consumers experience ASICS. It’s an opportunity to showcase the technology behind our products, introduce new innovations, and help people find footwear that suits their individual needs. Importantly, it also gives us a more direct understanding of what South African consumers are looking for, which is valuable as we continue to develop the brand locally.”
Starting the day with RISE & SHINE™
The store launches with the RISE & SHINE™ Collection, a sunrise-inspired range built around the energy, optimism and sense of possibility that come with early morning movement. Sunrise is one of the most meaningful moments in a runner’s day, standing for renewal and the decision to show up for yourself before the day begins. The collection captures not just the colours of sunrise but the feeling it creates, with a palette that evolves across the range the way the sky changes through the morning.
The collection introduces the new SONICBLAST™ 2 alongside seven of ASICS’ iconic running silhouettes: the MEGABLAST™, SUPERBLAST™ 3, NOVABLAST™ 6, GEL-NIMBUS™ 28, GEL-CUMULUS™ 28, GEL-KAYANO™ 33 and GT-2000™ 15. Each has been reimagined in vibrant colourways inspired by the changing tones of sunrise.
At its centre, the SONICBLAST™ 2 is designed to deliver a lighter, more responsive running experience while keeping the distinctive bounce associated with the SONICBLAST™ franchise. Its updated ASTROPLATE™ technology works with the cushioning system to create a smoother, more effortless ride.
The collection reflects ASICS’ belief that movement can do more than support physical performance; it can also help create a more positive state of mind.
Style in full bloom
Alongside the running collection, the store introduces the Sensory Bloom Collection, a refined expression of ASICS SportStyle for the South African market.
Inspired by the balance between contemporary design and everyday comfort, Sensory Bloom combines glossy finishes, airy mesh and soft, grounding colour tones across a selection of SportStyle silhouettes, including the GEL-CUMULUS™ 16, GEL-NYC™ 2.0 and HYPERSYNC™. Worn by actress Anna Sawai, the collection explores the relationship between style, movement and comfort, and the evolving role of footwear in everyday life.
The Sandton City store brings together the full spectrum of ASICS in South Africa: performance running, court sports, and team disciplines shaped by technical expertise, alongside SportStyle shaped by the brand’s sporting heritage. It also reflects ASICS’ broader philosophy around movement: that sport can be part of how people experience their cities, connect with others and move through everyday life, in Johannesburg and beyond. Since its founding in Japan in 1949, ASICS has remained guided by its philosophy of Anima Sana In Corpore Sano, meaning “A Sound Mind in a Sound Body”, a belief that continues to shape the brand’s approach to performance, innovation and movement.
Store details: Shop L312 (Protea court), Sandton City Shopping Centre
Trading hours:
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Sunday: 09:00 – 18:00
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Mon – Thurs: 09:00 – 19:00
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Fri – Sat: 09:00– 20:00
Opening date: 29 October 2026
For more information, visit www.asics.com/za/en-za.
