ASICS Sets Ambitious Goal to Become India's Top Running Shoe Brand by 2026

In a running market that's sprinting ahead at full speed, ASICS isn't just participating—it's aiming for the finish line first. The Japanese sportswear giant has declared its intention to become India's number one running shoe brand by 2026, a bold statement in a country where the running gear market reached USD 2.4 billion in 2024.

"We want to become the number one running brand in the country by 2026," states Saurabh Sharma, ASICS India's marketing director. By "number one," he means having the most visibility on runners' feet at major marathons—a metric the company tracks with remarkable precision, using AI-powered cameras to identify competitor footwear at events.

What makes ASICS' strategy particularly interesting is how they've recognized India's maturing running culture. "The conversations we're having now are about shoe types, diet, nutrition, and race distances," Sharma notes. "People are far more informed today." This evolution is evident in how Indian runners now commonly request gait analysis—a specialized diagnostic service once reserved for professionals but now offered free at ASICS stores.

Despite sponsoring major marathons in Mumbai, Delhi, and Bangalore, ASICS has deliberately sidestepped cricket and television advertising—channels that might seem obvious for brand building in India. Instead, they're focusing on digital platforms and the power of word-of-mouth among serious runners, a community willing to invest tens of thousands on quality footwear.

This approach highlights an essential lesson in brand strategy: sometimes, depth beats breadth. Rather than competing for general awareness in India's crowded sportswear market, ASICS is cultivating deep relationships with dedicated runners through specialized services and premium products.

As the running gear market in India projects to reach USD 4.8 billion by 2033, ASICS' focused strategy and ambitious expansion goal of 200 stores by next year positions them well in the footwear industry's growth marathon. For startups and established brands alike, there's much to learn from ASICS' clear vision and targeted approach.