Asics launches new business and innovation division in Barcelona to drive future growth in collaboration with the Global Sports Innovation Center

Asics launches new business and innovation division in Barcelona to drive future growth in collaboration with the Global Sports Innovation Center


3/08/2018. ASICS, the true sport performance brand, announced the launch of an exciting venture in the creation of a ‘New Business and Innovation Division’ as part of the company’s sustainable growth plan.

The EMEA division will see the team operating out of the newly opened ASICS offices in Barcelona and will focus on new services, products, technologies, methodologies, business models and consumer experiences to drive innovation, learning and expertise in the business as part of the strategic growth plan. The aim will be to find opportunities which can help ASICS get the world moving, in line with its ‘I MOVE ME’ brand positioning.

Throughout its history, ASICS has focused its strategy on innovation, the development of revolutionary, performance-enhancing products, services and processes capable of changing the lifestyle of consumers and their experiences.

A key part of the new division and its first initiative is ‘TENKAN-TEN’ Japanese expression for ‘Tipping Point’. The programme is aiming to combine the creative spirit and drive of the external innovators with the scale and experience of ASICS.

The presentation launch of TENKAN-TEN growth catalyst includes the beginning of the pre-application process that will remain open until 30th of June. The selected start-ups will start the ASICS programme in September and will be integrated in the ASICS HOUSE Barcelona. As a part of the collaboration with the Global Sports Innovation Center (GSIC), these startups will be able to enjoy the benefits of Center’s ecosystem, attending events, expanding their network of contacts, participating in webinars, using the facilities. Also, based on GSIC’s expertise, 10 startups will be chosen to join as members free of charge during the 2019.

Iris Cordoba, the General Manager of the GSIC pointed that “Together with ASICS we will work to support entrepreneurship in sports and technology, which is one of the main pillars of the GSIC´s philosophy, that is why we joined this project. We will participate in the screening of startups that join the ASICS program and we will contribute our experience to select and promote the development of the best solutions. From the GSIC, we believe that for us it is an opportunity to enrich our ecosystem with the most innovative visions and ideas, to give more value to our activities and to share our know how with the rest of the world.”

The start-up programme will last four months from September until mid-January where the companies will receive €30,000 financial support to benefit their project. Alongside this and as a commitment to ASICS’ ‘Sound Mind, Sound Body’ philosophy, all applicants will also receive a complementary wellbeing service including personal trainer sessions and nutrition plans. From January on, they will be part of the ASICS Alumni Membership Program which will continue supporting their growth thanks to ASICS partnerships with ACCIÓ, Barcelona Tech City and the Global Sports Innovation Center powered by Microsoft.

The new ASICS Innovation Hub will be led by Emilio Risques, with the aim of driving growth and innovation across EMEA. Emilio Risques, VP New Business and Innovation ASICS EMEA: “At ASICS, our founding philosophy, that we maintain to this day is to inspire people to enjoy the physical and mental benefits of movement, by providing superior products and services. The new innovation hub in Barcelona will help to support other companies with great ideas to move forward by providing access to know-how, strategic advice, distribution channels and global networks. It’s also an important step for ASICS allowing us to continue to lead the industry in technical innovation.”

The opening of the new division comes at a busy time for the brand, as it coincides with the opening of the brand new ASICS HOUSE Barcelona just before the iconic ASICS-sponsored Barcelona marathon, demonstrating the potential for further growth in the region.


For further information or to apply:

Press Contact

Sofiya Goncharova                                

[email protected]

Móvil: +34 655 57 66 81


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