Asics

Asics opened its first North American Sportstyle popup in NYC during the U.S. Open, drawing strong consumer demand for its technical lifestyle footwear led by the Asics 1130. The brand leveraged tennis ambassadors Lorenzo Musetti and Emma Navarro to promote the Sportstyle line, which combines classic sport silhouettes with Asics technology for versatile off-court wear. Exclusive collaborations, limited releases and member purchasing events helped drive traffic, and Asics plans further activations around fashion and sports moments. » More on forbes.com

Asics opened ISS Europe and partnered with HumanFab to use a sensor-equipped tennis court and data mining to study player movement, footwear interaction and injury prevention. The insights will inform iterative product improvements across Asics’ tennis line, linking stability and speed models to specific playing styles and extending technology into lifestyle Sportstyle releases. The initiative aims to educate consumers on footwear as performance equipment and to accelerate tennis-led growth alongside running. » More on forbes.com

Asics unveiled the NovaBlast 6, launching July 1 in the U.S., featuring a redesigned two-piece midsole that cores out the forefoot to house an FF Turbo Squared trampoline pod for increased energy and a full-contact feel. The shoe keeps the same last, stack heights and heel-to-toe offset for fit continuity while adding a lightweight woven upper and AsicsGrip rubber in the forefoot to improve traction in wet conditions. The update aims to retain the franchise’s familiar fit and bouncy ride while enhancing underfoot energy and grip. » More on forbes.com