CEO Asics: “We have yet to launch our true DNA”

Asics is looking to cement its position within the sports and running markets with its new store concept. Although, historically, the Japanese brand has always been known for its technical running shoes, it is increasingly committing to sports and running apparel, which is also becoming progressively more fashionable. FashionUnited spoke with Alistair Cameron, CEO of Asics EMEA, about the challenges within the sports and running market, the prospects and the brand’s ‘true’ DNA.