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Asics to open new flagship Oxford Street store
Asics, is opening a new store on one of the most popular streets in London during the summer of 2012, claiming to consumers the ultimate running experience
The store, located at 527 Oxford Street will provide advanced technological services and professional advice for runners, a unique running club and an extensive collection of footwear and apparel set over 7,000sq ft (650m2) and three floors.
The brand’s complete performance running collection will be on offer, alongside Asics’ sports performance categories which include rugby, tennis, cricket, hockey and netball. The store concept will incorporate top of the range facilities including a state-of-the-art Running Lab, where the highest level of biomechanical analysis systems are available for the first time in the UK to the general consumer.
The analyses will measure foot shape, leg alignment, body composition, muscle strength and aerobic fitness, and can be used to improve running ability. The Asics Foot ID, a high-tech shoe selection service that combines static and dynamic measurement developed by the Asics Institute of Sport Science in Kobe, Japan, will be available to ensure customers are fitted with the correct shoes for their individual running style.
The Asics Running Club will allow members to benefit from exclusive shower and changing room facilities, and is located close to Hyde Park.
The new Oxford Street store will be the second Asics store in London and the fourth in Europe, next to Amsterdam and Stockholm which opens its doors at the end of May. It is the next step in Asics’ global strategy to widen its own retail outlets in order to strengthen the Asics brand through direct interaction with the consumer.
