ASICS opened a shop in Tokyo that sells coffee and fries, as well as fitness.

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Last week, ASICS opened a brand new store with a different style of painting near my wife Bridge in Tokyo's Motian district, just across the Motian River from the famous Asakusa Temple.

The shop is called ASICS CONNECTION TOKYO, with a coffee shop on the first floor and a fitness studio with bathrooms on the second floor. Although there is a conspicuous ASICS logo hanging above the white building, it does not sell ASICS products.

This is an important marketing link for us before the opening of the 2020 Tokyo Olympic Games.

"We want it to be a sports-centered community that connects local people and attracts tourists to Japan," ASICS JAPAN's president Nishimori said at the opening ceremony of ASICS CONNECTION TOKYO.

Affected by the movement of the yen, ASICS did not sell well in the main European and US markets, resulting in a 14.9 per cent drop in operating profit in the first quarter of this year.

With the increasingly fierce competition in the sports and leisure market, ASICS, as a Japanese sports giant, naturally can not miss the excellent marketing opportunity of the 2020 Tokyo Olympic Games.

However, instead of holding all the operation rights of the store, ASICS hired Matsuzu service network, a company specializing in the tertiary industry, and Beach Town, a sports professional, to be responsible for the space operation on the first floor and the second floor, respectively.

The interior decoration of the upper and lower floors of ASICS uses a large amount of wood, with a large area of glass windows and green plants in the cracks in the ceiling, showing a warm and friendly atmosphere. Were it not for the two pairs of ASICS sneakers in the locker on the ground floor, they would look just like the average Japanese coffee shop.

In spite of this, ASICS has a very different style of menu setting from ordinary coffee shops. Here, it sells not only coffee and tea, but also sweet wine, vegetable juice and alcoholic beverages. There are also small foods with Japanese characteristics, such as edamame beans, Wudong noodles and fried foods made from soybeans that taste like meat, as well as calorie-rich ice cream and French fries.

Although it boasts good exercise, ASICS's menu doesn't seem to advise you to go on a diet, but rather to "relax and enjoy the day."

The fitness studio on the second floor offers more than 30 fitness courses such as yoga, Pilates and so on. Despite the fact that the indoor area of the studio is not large, it can be moved outside on weekends, using the surrounding lawns and squares for courses.

As for the cost, it costs 600 yen to use the bathroom and storage room in the gym, 3000 yen to attend a single indoor course, and half price for outdoor ones. There are also more cost-effective monthly cards, which cost only 8800 yen for daily work and 6800 yen for weekends.

As this is the first privately operated complex in Motian District Park, ASICS has a unique advantage from its second floor balcony overlooking Kengo Kuma's Asakusa Cultural Center across the river, as well as nearby sky trees. It can avoid the bustling flow of people while enjoying the beautiful scenery alone.

At the same time, ASICS paints a beautiful-sounding picture for its clients-getting up early and coming here, eating a bagel and then doing indoor yoga. You can choose Wudong noodles for lunch. after a short rest, you might as well go for a walk in Motian District. In the evening, come back here for a drink!

Picture from: fashionsnap