The concept of ASICS MOVE STREET is "Feel like an Athlete.
-We also had an event at Naka-dori Avenue in Marunouchi, didn't we?
Fukuda: The event took place from September 14 to 16 at the "ASICS MOVE STREET". This one was themed around athletes, with three areas: stillness, movement, and solution. The "Stillness" area is where visitors can learn about the tension before the start of an athlete's race and the moment they start running, the "Movement" area is where they can practice the movements of an athlete, and the "Solution" area is where they can feel the release after reaching the finish line. In the "Motion" area, visitors were able to experience a 10-meter run on a real track and starting blocks. We want to deliver to as many people as possible the moments in which their hearts are moved through sports. These experiences that accompany emotions are one of the "emotional values" that ASICS values.
It was a challenge to express the brand from a variety of perspectives. We believe we were able to deliver the appeal of ASICS to our customers through each content based on these three value criteria.
ASICS MOVE" was held from September 14 to 16. STREET," which took place from September 14 to 16, allowed participants to experience the stillness - the tension felt by athletes before starting on the world stage, the movement - the emotion at the moment of starting to run, and the release of the mind after reaching the finish line.
-During the World Championships, were there any other products besides the METASPEED series that you focused on?
Fukuda: Yes, we have. This time, we also focused on licensed apparel, offering overshirts, caps, and socks. In particular, overshirts with a simple design that can be worn stylishly, rather than the traditional mere souvenir items, were quite well received.
-It's an overshirt with a loose-fitting silhouette. Tightening or loosening the drawcord changes the atmosphere dramatically, and since it only has a small pistag at the hem, you can wear it in style after the event is over.
Fukuda: The overshirts are not only stylish, but also comfortable to wear, making you want to move your body, and convenient for a variety of situations. In addition, we also developed authentic shirts, the official wear worn by the players, and cheering T-shirts.
Licensed apparel from the World Championships in Athletics that was also worn by Mr. Fukuda. It is a departure from conventional souvenir-like products, and can be worn stylishly in off-season as well.
In shoes, we have the "TOKYO Collection" lineup, which expresses "hospitality" and "elegance" with an elegant purple color inspired by the wisteria flower, and a dynamic red accent color like a sunrise.
The TOKYO Collection is a running shoe collection inspired by Tokyo. It expresses a world view unique to Tokyo, where tradition and progress coexist.
-I am sure there are many young people who would like to start athletics as a result of watching the World Championships in Athletics.
Fukuda: It is not limited to athletics alone. "Let's start a sport!" "Let's exercise our bodies!" I think it's wonderful to have a chance to start a sport or to exercise our bodies. We cherish the moment when our hearts are moved, and we believe it is the beginning of the challenge to become who we are. We want to be a brand that supports and accompanies such people.
