Key facts
- ASICS has opened a new R&D center at the University of Michigan.
- The company is focusing on high-performance running shoes for its U.S. market comeback.
Japanese sportswear brand ASICS is experiencing a resurgence in the U.S. market after years of struggle, with its focus on high-performance running shoes enabling it to gain ground on American competitor Nike. The company has opened a new research and development center at the University of Michigan in Ann Arbor, Michigan, signaling a significant commitment to innovation and product development in the North American market. This facility will support ASICS' efforts to advance its running shoe technology and strengthen its competitive position, reflecting a strategic pivot toward performance-oriented footwear as a key driver of its U.S. market recovery.