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ASICS

Mid-Term Plan 2026, 2024 to 2026

A Sound Mind In A Sound Body
ASICS’s founding philosophy

Mid-Term Plan 2026

ASICS makes performance running shoes, shoes for tennis and indoor sports, SportStyle shoes for the street, and Onitsuka Tiger. Its Mid-Term Plan 2026 gives each of those four categories its own direction, and it reached the plan’s financial targets a year early.,

Performance Running

Become the dominant number one performance running footwear brand in the world.

Number one
Grow towards number one in Japan, the United States, and Europe, and in high-growth regions.
Running ecosystem
Invest in its running ecosystem: OneASICS membership, the Runkeeper app, race entries, and races of its own.,
Jan to Jun 2026
  • Sales up 19.3% to ¥220.6 billion, with a category profit margin of 26.3%, up 1.1 points.
  • OneASICS membership up 25% to 25.85 million.

Every category grew its margin in the first half of 2026

Onitsuka Tiger and SportStyle have the highest margins. SportStyle’s sales grew by 83%.

0%10%20%30%40%26.3%Performance Running¥220.6bn sales34.0%SportStyle¥123.1bn sales39.7%Onitsuka Tiger¥89.5bn sales23.8%Core PerformanceSports¥55.1bn sales16.4%Apparel andEquipment¥25.6bn sales17.4%Walking¥8.6bn sales

Category profit as a share of each category’s sales, for the six months to June, before corporate costs not linked to any category. Walking has been reported on its own since 2026, with a figure for 2025 alongside.

ASICS reached its 2026 profit target a year early

ASICS set Mid-Term Plan 2026 in November 2023 with a target of at least ¥80 billion of operating profit in 2026. A year later it raised the target to ¥130 billion, with a margin of at least 17%. It made ¥142.5 billion in 2025, a year early, and now expects ¥195 billion for 2026.,,

¥0bn¥50bn¥100bn¥150bn¥200bnTarget ¥80bn

Operating profit target for 2026, at least ¥80 billion.

  1. Raise the bar when you clear it.

    A year into Mid-Term Plan 2026, ASICS raised its operating profit target from ¥80 billion to ¥130 billion, then reached it a year early. We recommend resetting a target that is clearly going to be beaten, so the plan keeps asking for more.

  2. Give each part of the business its own job.

    ASICS asks Performance Running to be number one, SportStyle to drive growth, and Onitsuka Tiger to become a luxury brand. We recommend a distinct direction for each part of a business, so they are judged against what they are for.

  3. Let a different brand run itself.

    ASICS is moving Onitsuka Tiger into its own company from 2027, for faster decisions, while it keeps sharing research and intellectual property. We recommend giving a brand that works differently its own management, and naming what it still shares.

Sources

  1. 1. ASICS Corporation (2024). Regarding the updates of “Mid-Term Plan 2026”. ASICS investor relations, 19 November 2024. assets.asics.com
  2. 2. ASICS Corporation (2025). Regarding the Mid-Term Plan. ASICS investor relations, 25 August 2025. assets.asics.com
  3. 3. ASICS Corporation (2026). Consolidated financial summary for the second quarter and the six months ended June 30, 2026. ASICS investor relations, 14 August 2026. assets.asics.com
  4. 4. ASICS Corporation (2026). ASICS Spirit. corp.asics.com, accessed 30 September 2026. corp.asics.com

Headwater is not connected with ASICS. ASICS, Onitsuka Tiger, OneASICS, Runkeeper, NOVABLAST, and GEL are trade marks of their owners. Updated 30 September 2026.

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