Vision 2030 sets out the company ASICS ‘aspires to be’
Sports brand ASICS has launched a new ten-year plan, calling it ‘Vision 2030’, laying out the steps it intends to take towards becoming “the company it aspires to be in the future”.
Central to the plan is the company’s wish to enable its customers to have “healthy and fulfilled lives”. It said that, in this changing world, ASICS’s founding philosophy (founder, Kihachiro Onitsuka, took the company’s name from the Latin phrase ‘Anima sana in corpore sano’, which means ‘healthy soul, healthy body’) “will be more required than ever in the future”.
It will seek to make its products digital, personal and sustainable, using digital technology to develop personalised products and services for sports enthusiasts, using environmentally conscious, sustainable methods to make them.
What this will mean in practice, according to Vision 2030, is that ASICS products will be “highly personalised” to suit not just the individual tastes of customers, but also their particular physical and mental health requirements.
Concrete examples the pan offers include athletic shoes, without laces, that will fit the feet of each customer “perfectly”, and, in shoes and boots for track-and-field, football, rugby or baseball, spikes or studs that automatically adjust their surface grip to suit the conditions.
