Asics just announced a new project as a Creation Studio in Boston. The studio will help to bring together teams driving areas of the business including equipment, marketing, footwear apparel and more.

With the new studio, the brand now holds a bicoastal presence in the U.S. in both Irvine, California and Boston, Massachusetts. The new space will show off the brand's Japanese hertiage with a neutral color palette. The materials for the space include wood veneer wall panels and a branded living plant wall. To further encapsulate the culture, the space also is reminiscent of a Zen rock garden, according to a statement released by the company. At the new space, the team will help to drive the business forward in terms of products and marketing.

Within the past six months, Asics made changes to their leadership team for strategic growth. The Boston team will consist of Andrew Richard, vice president of commerce; Ian Dickinson, vice president of footwear merchandising and David Ayers, vice president of apparel. "There is great momentum behind our brand right now and we are incredibly proud of the Creation Studio located in the heart of downtown Boston," Gene McCarthy, president and chief executive officer of ASICS America Corporation, said in a statement. "This space creates an environment that not only pays homage to our founding principle, a Sound Mind in a Sound Body, but enables creativity and collaboration for our teams to drive this brand forward."





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