Summary in One Sentence:
Once criticized by young people for being “old-fashioned and resembling middle-aged men” and suffering a loss of 200 million RMB in 2020, the Japanese sports brand Asics surpassed all popular sports brands in the second quarter of 2026 with a 35.9% revenue growth rate. This surge wasn’t due to the so-called “running craze”; rather, it was because many young people who don’t run at all bought its classic retro running shoes as trendy fashion items, tapping into the millennial retro aesthetic. Additionally, its sub-brand Onitsuka Tiger, known as the “originator of retro,” also experienced rapid growth and was even split off to operate independently. Asics has leveraged its decades of established designs and stories to gain a unique cultural advantage that others can’t copy.
Detailed Explanation:
1. Don’t be fooled by the “running trend”: Most Asics buyers don’t run
Many might think Asics’ success is due to the popularity of marathons and urban running, but financial reports show otherwise. In the first half of 2026, the revenue from its professional running shoe segment for experienced runners only increased by 19.3%, which is quite good in the industry. However, the revenue from its casual fashion segment for everyday wear soared by 83%, more than doubling its profits.
In reality, the driving force behind this growth is young people who rarely run—those who wear Asics’ GEL-1130 shoes with millennial-style outfits, pair them with jeans for commuting, or even use them as casual shoes in stores. On the second-hand fashion platform StockX, Asics’ sales have increased by 45% in a year, with popular models selling for 20% more than their official retail prices. In China, the entry-level GEL-Contend shoe has over 200,000 sales records. Who would have thought that a brand once dismissed by young people as “old-fashioned” would now be in such high demand?
2. While others spend on creating retro styles, Asics just pulls from its inventory at a low cost
The Y2K retro trend has swept the market, with young people embracing shiny reflective strips, mesh uppers, and bulky thick-soled shoes from around the year 2000. Many sports brands are rushing to create new designs inspired by these styles. But Asics doesn’t need to make this effort. The GEL-1130, for example, was designed in the early 2000s, and classic series like GEL-KAYANO and GEL-NIMBUS have been on the market for over two decades. Their designs fit perfectly with the current retro aesthetic. Moreover, Asics’ pricing is strategic: popular models cost between 300-600 RMB, making them much cheaper than expensive brands like Onitsuka and HOKA while still maintaining the prestige of a professional sports brand. The phrase “300 RMB gets you a millennial-style shoe” resonates with young consumers who don’t want to spend a lot but still want to look trendy.
3. Asics adapts to the trend and turns one-time buyers into regular customers
While many brands rely on fleeting trends, Asics is taking a different approach. Its revenue growth in the Chinese market has exceeded 30%. Despite this, it replaced the marketing and sales leaders in China with experts who understand local consumer preferences. The brand also uses running communities to retain customers, organizing regular runs and events, with 3.2 million registered users on its app and a 63% repurchase rate. Even if you bought Asics initially for fashion, it can convert you into a regular runner. Once the retro trend fades, you’ll still be a customer.
4. Asics has a hidden ace: the sub-brand Onitsuka Tiger
Asics owns another powerful brand, Onitsuka Tiger, which was founded in 1949, making it even older than Asics itself. The popular Mexico 66 shoe, worn by Bruce Lee and featured in the movie “Kill Bill,” is a true testament to its retro heritage. Onitsuka Tiger’s growth rate is just as strong as Asics’; its revenue increased by 43% in 2025 and another 35.9% in the first half of 2026. In 2027, Asics plans to spin off Onitsuka Tiger as an independent brand, giving it full operational autonomy. Asics will focus on professional sports shoes, while Onitsuka Tiger will pursue a pure fashion direction with higher-priced collections. This strategy allows Asics to profit from both markets.
In Conclusion:
The “oldness” of a brand is not always a disadvantage. Many brands try to capitalize on trends by adding superficial elements or collaborating with influencers, but Asics’ success is built on genuine quality, timeless designs, and a strong brand heritage. Its ability to leverage its past achievements when trends return makes it a true leader in the industry.