Asics plans to establish base in Boston
05/04/2017
The brand chose to establish the new facility in the city as it is also home to its Global Digital Hub, which was launched in 2016 after Asics acquired fitness tracker company Fitnesskeeper. The district where it will be based already houses brands including Reebok, Timberland, Saucony and Puma.
The facility will employ around 50 people, with 25 of them transferring from the company’s US headquarters in California and its global headquarters in Kobe, Japan. The rest will be new hires. Several of the Asics leadership team will be based in Boston, including Andrew Richard, vice president of North American commerce, and David Ayers, vice president of apparel merchandising.
“We chose Boston specifically as a city positioned at the unique crossroads of digital innovation and sport,” said Gene McCarthy, president and CEO of Asics America. “In Boston, we will have dynamic teams of product designers, e-commerce managers, app developers, and digital marketers working on projects not only for America, but for the world.”
The product creation studio is expected to be operational in Summer 2017.
Image courtesy of Asics.
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