ASICS has officially opened a subsidiary in Dubai as a part of the brand’s strategy to further expand its footprint in emerging markets while reinforcing its premium positioning.
ASICS Middle East has replaced the current distributor Falaknaz, which has successfully represented the ASICS brand in the gulf-region since 2003. ASICS also plans to strongly increase marketing investment in the region as well as developing direct relationships with key retailers.
The company has set up efficient logistic operations to allow for fast deliveries to retailers in the region. The operation will be led by general manager Cengiz Kiray, bringing with him a wealth of sports industry experience. We are looking forward to strengthening our presence in the Middle East with the support of our talented team and local partners. The regional sports industry continues to thrive and presents the perfect opportunity for us to introduce the full range of our products and services using the latest sports technology available on the market, commented Kiray.
Kiray and his team aim to optimise existing partnerships with retailers in the region, as well as developing new direct relationships with key accounts.
Alistair Cameron, CEO of ASICS EMEA: Our subsidiary in Dubai will allow us to grow the brand to the next level in Dubai and the Middle East, whilst ensuring we maintain a premium level of service for key accounts and consumers in the region. We are excited about replicating the success we have had in Europe, where we have more than doubled our business in the last five years, increasing our footprint in the Middle East, and building on existing relationships with key retail partners.
The brand is confident the new organisational structure will deliver accelerated growth in the Middle East region, replicating its success in Europe. ASICS is currently in the top three sports footwear brands in Europe and are a market leader in both performance running and in tennis.