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A tennis court loaded with technology, including force plates, inside the Asics an HumanFab collaboration as part of ISS Europe.<\/p>\n
Albin Durand<\/p>\n
When Asics wanted to mine the movement insights of sponsored Swiss tennis star Belinda Bencic, the Japanese-based company didn\u2019t have to find a time for her to travel to Kobe, Japan, and visit the company\u2019s headquarters and main Institute of Sport Science. Instead, Bencic traveled a short distance to France, visiting Asics\u2019 newly opened ISS Europe, complete with a focus on tennis. <\/p>\n
In a new partnership with HumanFab, Asics will use the company\u2019s technology\u2014a tennis court complete with force plates and data mining capabilities befitting one of the sport\u2019s largest footwear creators\u2014to help continue Asics\u2019 growth in tennis, the brand\u2019s second-largest focus. <\/p>\n
\u201cTennis is important,\u201d Mitsuyuki Tominaga, Asics president and CEO, tells me. \u201cIt is growing.\u201d By partnering with HumanFab, Tominaga says to expect a Kaizen-type expression in future product, with incremental improvements with each new shoe, adding to future generations of Asics tennis footwear. <\/p>\n
Movement testing combines with other data tracking as part of Ascis’ new ISS Europe. <\/p>\n
Asics<\/p>\n
Yuhi Tanigaki, Asics global product manager of tennis footwear, tells me he\u2019s excited to not only have accessibility to top-flight Asics athletes but also the actionable data he gets from ISS Europe. \u201cThe data and results we can get is well-written and detailed,\u201d he says about working with HumanFab, adding that while Asics has plenty of data about how footwear responds, they can now merge that with a new perspective that encompasses footwear, movement and the body\u2019s reaction, all scientifically categorized. \u201cIt is nice to get that scientific background. I am very much looking forward to the partnership.\u201d Tominaga noted that Asics hopes to better see how the footwear works in tandem with the entire body, adding a component of injury prevention into the mix.<\/p>\n
The enhanced testing also assists as Asics builds its tennis footwear catalog and helps consumers understand that footwear is equipment for your feet, like how players already buy rackets. Gary Raucher, Asics global head of marketing, says the brand wants to apply lessons learned in its running category (which makes up 45% of the brand\u2019s footwear sales) to tennis, encouraging players to understand the difference between a stability-focused shoe for those who moves across the baseline and a speed-focused shoe, one that helps players move to and from the net. For Asics, that\u2019s clearly defined in the Gel-Resolution and Solution Speed models, respectively. <\/p>\n
Runners already buy shoes based on movement needs. Asics wants tennis to be the same. \u201cPlaying style is the easiest way to get consumers in the right shoe,\u201d he says. <\/p>\n
Asics aims to gain insights with ISS Europe that specifically informs product innovation in tennis, including footwear.<\/p>\n
Asics<\/p>\n
\u201cI think we are going to make it much more visible,\u201d Raucher says about the opportunity to educate consumers. \u201cA shoe is just as important an equipment purchase as a racket. Because consumers are used to buying rackets based on playing styles, it won\u2019t be too difficult [to understand the perspective.].\u201d<\/p>\n
Tanigaki appreciates the distinction, allowing his team to really focus each shoe design\u2014and potential new shoes\u2014on specific uses. \u201cIt is so hard to be told to make a good shoe,\u201d he says. \u201cWe have a lot of technologies, new materials, so it is hard. It is really nice to have a very clear pillar, a way of thinking and capturing the way players move.\u201d <\/p>\n
While the Gel-Resolution, now in its 10th iteration, focuses on stability with its Dynawall construction and FF Blast cushioning in the midsole to create a stable base and the Solution Speed FF 4<\/a> offers a responsive cushioning with construction focused on forward acceleration, there\u2019s always room to build off each. Asics will continue to use each model as the pinnacle offering in each playing type silo, with additional options in differing price points falling below, keeping the brand accessible to more athletes.<\/p>\n As tennis marks a key growth point for Asics\u2014following running and tennis, Tominaga says additional court sports and lifestyle are the next major points of emphasis for the company\u2014Asics expects to continue merging tennis with the brand\u2019s take on lifestyle, dubbed Sportstyle. Asics recently released a lifestyle-focused remake of the Gel-Resolution 5<\/a>and Tominaga says to expect Asics\u2019 tennis history to continue inspiring new waves of lifestyle product. <\/p>\n Asics tennis now has multiple pillars, from the ISS Europe-led technical connections to history-inspired lifestyle, just like how Asics tennis footwear pillars come clearly defined by playing styles. <\/p>\n MORE: Jack Draper Signs Footwear Deal With Asics<\/a><\/p>\n MORE: The Asics North American Growth Strategy Features Tennis<\/a><\/p>\n