Mitsuyuki Tominaga, president of ASICS, on the T-Project: “Becoming a reference for tennis players”

Mitsuyuki Tominaga, president of ASICS, on the T-Project: “Becoming a reference for tennis players”
Mitsuyuki Tominaga, president of ASICS, on the T-Project: “Becoming a reference for tennis players”

Can you tell us more about the recently announced “Project T”?

MT: The “T-Project” is a special initiative we recently announced, inspired by the “T” of a tennis court, where the service line and center line meet. The goal of the T-Project is to attract the attention of tennis players of all levels to ASICS tennis, worldwide. We have dedicated resources and teams to our long-term tennis strategy, with the ultimate goal of showcasing ASICS’ values ​​so that the brand becomes a benchmark for tennis players. Follow us for exciting and perhaps unexpected experiences from ASICS in the tennis market.

Why does tennis hold a special place in ASICS’ business strategy?

MT: If tennis occupies an important place in ASICS’ commercial strategy, it is because of its global appeal. By working with top WTA and ATP players, like Novak Djokovic, our brand reaches millions of players and fans around the world. We believe this visibility has a positive impact across our business, attracting more people to the ASICS brand. Now, with the launch of “T-Project”, the ambition is to accelerate the growth of the tennis category while identifying new areas to attract tennis players to ASICS.

We are also seeing incredible growth in another racket sport in Europe, Padel. We expect the sport to continue to grow – with 26% more padel courts built by 2025. ASICS is the leading padel shoe brand with 34% market share in Europe, which we can attribute to our solid foundation in the field of tennis shoes.

In your eyes, why is ASICS unique in the sports industry?

MT: This fall, ASICS will celebrate its 75th anniversary. We are proud of our heritage as a performance sports brand in running, athletics and tennis. ASICS is known for its innovation, technology and attention to every detail in the development of its products. Our philosophy of “kaizen” or continuous improvement means that we do not innovate for the sake of it, but for a specific purpose, that of improving the previous product.

It comes down to being a Japanese brand, rooted in Japanese quality and craftsmanship. So when a person chooses ASICS, they can be sure that they are choosing the most technologically advanced product in their sport. But perhaps what truly differentiates us from our competitors in the sports industry is our fundamental goal: “Anima Sana in Corpore Sano”. This is actually the basis of our name – ASICS represents the first letter of this motto in Latin, which translates to “a healthy mind in a healthy body”. This is what unifies ASICS around the world, we believe in the positive effects of movement on the mind, and while we love to win, we will never focus on the “win at all costs” mentality that we see often in industry. This is why ASICS was founded 75 years ago, and it remains true today.

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