ASICS has launched its new global retail concept, offering a fully-integrated sports experience, in the first performance store it opened in Brussels, Belgium during December 2016.asics-store

The store features ASICS’ latest sports performance collections, as well as running services, a digital consumer journey linked to the RunKeeper app and a community fitness space. The space balances the highly technical aspects of the brand’s products — a sound body — with natural, warm finishes, features and materials, including hanging plants — a sound mind — reflecting the ASICS philosophy. ASICS is an acronym for Anima Sana In Corpore Sano, which means a sound mind and sound body.asicsstore2

Store highlights include a digital shopping experience with big screens bringing the collections to life. Digital touchpoints inform the customer about the products. A RunKeeper heatmap inspires customers to try the most popular running routes around Brussels. sports enthusiasts will be able to take part in fitness classes held in a space that will also be offered to freelance sports instructors for free.