Asics Bets on Marathon Infrastructure as Turnaround Gains Pace

Asics Corp. is accelerating its global expansion by taking greater control of marathon infrastructure, a strategy executives say will deepen engagement with runners and convert that access into faster growth in running-shoe sales.

The 77-year-old Japanese sportswear maker has been acquiring race-registration platforms in markets including Thailand, Spain, France and Australia. These platforms are being linked with Asics’ membership program to create an ecosystem: runners can register for races, use the company’s tracking app, and receive personalized training plans and footwear recommendations months before race day.