Japanese sportswear brand ASICS has opened its first Company-Owned Company-Operated (COCO) store in India at DLF Mall of India, Noida. The store was inaugurated by Yasuhito Hirota, Chairman and CEO of ASICS Corporation, alongside Rajat Khurana, Managing Director of ASICS India and South Asia. Actor and fitness enthusiast Sara Ali Khan joined the celebrations, adding star presence to the launch event.
The store features a modern retail format designed to offer an immersive shopping experience. It showcases ASICS’ full range, including Performance Running, SportStyle, Core Performance Sport, and Apparel categories. The layout blends minimalist design elements with modern technology, reflecting the brand’s focus on innovation and consumer engagement.
ASICS Noida Store
Speaking at the event, Yasuhito Hirota described India as an integral market for ASICS’ global growth. He said that the first DTC store aligns with the company’s broader strategy to strengthen its presence in emerging markets and promote the philosophy of “A Sound Mind in a Sound Body.”
Rajat Khurana emphasized that the launch marks a decade of ASICS’ operations in India and demonstrates the brand’s commitment to expanding its retail reach. He added that the company aims to create interactive spaces where consumers can engage with the brand’s ethos of physical and mental wellness through movement.
Sara Ali Khan Attending
Bollywood actress Sara Ali Khan, attending as a guest, shared her views on staying active and embracing the ASICS philosophy. She noted that fitness is central to her life and expressed excitement about the store providing people new ways to explore their fitness journeys.
ASICS India reported steady growth in its domestic business and plans to expand its retail footprint to 200 stores nationwide by the end of 2026. The launch of the first COCO store represents a significant development in the company’s India strategy, enhancing its position as a major player in performance and lifestyle sportswear.
About ASICS India
ASICS, short for Anima Sana In Corpore Sano — meaning “A Sound Mind in a Sound Body” — is one of the world’s most respected sportswear brands, known for its commitment to performance, innovation, and well-being. Since entering India in 2015, the company has built a strong retail and digital presence, catering to both professional athletes and casual fitness lovers.
With its headquarters in Gurugram, ASICS India has steadily grown across major metros and now serves customers through a blend of exclusive stores, multi-brand outlets, and e-commerce platforms. Its portfolio combines global design standards with local insights, ensuring products that meet the lifestyle and fitness needs of Indian consumers.
DLF Mall Event
The launch of the Noida COCO store signals ASICS’ next phase of growth — one that blends premium retail experiences with digital integration and deeper consumer engagement. As the brand celebrates a decade in India, it continues to position itself at the intersection of performance, fashion, and mindful living.
ASICS’ expansion underscores a larger trend in India’s sportswear market — where global brands are localizing strategies, investing in physical presence, and aligning with India’s booming fitness culture.
