ASICS Races Ahead: Plans 200 Stores in India by 2026

Japanese sportswear giant ASICS isn’t just dipping its toes into the Indian market anymore — it’s going for a full-on sprint. The brand, known worldwide for its high-performance running shoes and athletic gear, has set its eyes on a bold target: 200 exclusive stores across India by 2026.

If that sounds ambitious, that’s because it is. But if you’ve been paying attention to India’s fast-evolving sports and athleisure market, you’ll know ASICS’ move is actually quite well-timed. Rising disposable incomes, an urban middle class obsessed with health and fitness, and the post-pandemic shift toward active lifestyles have turned India into a highly attractive playground for global sportswear brands.

Right now, ASICS runs 113 mono-brand stores in the country, and the plan is to almost double that number in less than two years. “India has become one of our priority growth markets,” says Rajat Khurana, Managing Director of ASICS India and South Asia. “We’ve seen consistent double-digit growth here over the past few years, and our customers are asking for more accessibility — that’s what we’re delivering.”

The Big Push into Smaller Cities

One interesting thing about ASICS’ expansion strategy is that it’s not just chasing the usual suspects like Mumbai, Delhi, or Bengaluru. While the metros will continue to get new stores, the brand is increasingly looking at Tier-II and Tier-III cities — think Lucknow, Coimbatore, Guwahati, and Indore.

Why? Because that’s where the untapped demand lies. Fitness culture has quietly spread beyond big cities, and affluent consumers in these regions are now more willing than ever to spend on premium sportswear. For ASICS, this is the perfect moment to plant its flag in these markets before competitors crowd in.

And yes, ASICS isn’t doing this all alone — a good chunk of this expansion will come through franchise partners. The company has been actively scouting for entrepreneurs and retail groups who can bring local market expertise to the table while benefiting from ASICS’ brand power.

A Global Brand Adapting to Local Tastes

Globally, ASICS has built its reputation on technology-driven running shoes. If you talk to a serious marathoner, chances are they’ve laced up a pair of ASICS Gel-Kayano or Nimbus at some point. But in India, the brand knows it has to tweak its playbook.

Khurana points out that while running remains a key focus, Indian buyers are also picking up ASICS products for gym workouts, yoga sessions, and casual wear. This is why you’ll see Indian stores stocking a wider range of athleisure gear alongside their core performance products. “We’ve learned that comfort and style are just as important for our Indian customers,” Khurana notes.

Even the in-store experience is being localised. Expect a mix of Japanese minimalism and Indian warmth, with knowledgeable staff trained to help customers find the right shoe based on gait analysis and foot type — a service that resonates well with first-time premium buyers.

The Competitive Track

ASICS’ race for expansion comes at a time when the Indian sportswear market is buzzing with activity. Nike may have scaled back its direct retail presence here, but Adidas, Puma, and Skechers are aggressively opening stores. Then there are homegrown players like Campus Activewear and HRX tapping into price-sensitive segments.

ASICS’ positioning is somewhere in the upper-premium range — pricier than Puma in most cases, but still below ultra-luxury sports labels. This makes the brand attractive to serious runners and fitness enthusiasts who don’t mind paying more for quality, but it also means ASICS must work harder to justify that price tag in smaller cities.

That’s where its retail strategy plays a crucial role: physical stores, especially in new markets, aren’t just points of sale — they’re brand experience centers. They allow customers to touch, feel, and try products in a way e-commerce simply can’t match.

The Franchise Angle

For franchise investors, ASICS’ expansion push is worth watching closely. The company’s franchise model offers partners the benefits of a globally recognised brand, strong marketing support, and access to premium products — all in a category with steady growth prospects.

Of course, the flip side is that sportswear retail is capital-intensive, with higher store setup costs compared to, say, a QSR franchise. Location is everything, and ASICS is unlikely to approve a site that doesn’t match its premium positioning. Still, for those willing to invest, the combination of rising health consciousness and growing disposable incomes makes this a potentially lucrative bet.

Running Toward 2026

If ASICS hits its target of 200 stores by 2026, it will have cemented itself as a major player in India’s sportswear space. The bigger question is whether it can maintain the momentum beyond that milestone. After all, retail expansion is a marathon, not a sprint — and in the competitive race for Indian consumers’ loyalty, the finish line keeps moving.

But for now, ASICS seems confident, and the market conditions are in its favour. The fitness boom is real, the brand’s growth numbers are solid, and its franchise pipeline looks healthy. “We’re not just selling shoes,” Khurana says with a smile. “We’re building a community of runners, athletes, and fitness lovers across India.”

If that vision holds true, ASICS may not just be expanding — it could be redefining what premium sportswear retail looks like in the country.