ASICS EMEA Reports Its Highest-Ever Revenue in 2025

ASICS’ Europe, Middle East and Africa (EMEA) business said it delivered its highest-ever revenue in 2025, extending the Japanese sportswear group’s recent momentum as demand for running and performance-focused products remained resilient across key markets.

The regional result, disclosed by the company in an EMEA update, underscores how the brand’s positioning in performance running and sport-inspired footwear continues to translate into sales gains in a competitive apparel and footwear sector. The company framed the outcome as a record for the region, pointing to broad-based contributions across geographies and channels.

Financial performance and what the record signals

ASICS did not present the EMEA record as a one-off spike, but as part of a wider pattern of sustained improvement supported by product demand and tighter execution across distribution. The company’s EMEA operation has been a major profit and growth contributor in recent years as the region’s sports participation and running culture supported steady consumer spend.

While the disclosure focused on top-line performance, the record revenue outcome is closely watched by industry analysts because it can indicate healthier brand traction and inventory discipline—two critical factors after a period when many global sportswear companies faced uneven demand, promotional pressure, and supply chain adjustments. A record year suggests ASICS was able to sell through product at a scale that expanded the region’s revenue base.

Key growth drivers: product, brand positioning, and channel mix

ASICS attributed the EMEA performance to a combination of product-led demand and execution across its commercial model. Running remained central to the company’s identity in the region, and the brand has continued to invest in innovation-led footwear franchises and performance credibility, which can support both premium pricing and repeat purchases among enthusiasts.

Another driver highlighted in the company’s update was the role of distribution and channel performance. In EMEA, sportswear growth increasingly depends on a balanced approach: wholesale relationships with specialty retailers and sporting goods chains, combined with the company’s own retail and digital operations. When brand heat improves, direct-to-consumer channels can grow faster and provide richer data on consumer preferences, while wholesale distribution broadens reach and supports volume in multiple markets.

ASICS also benefited from rising interest in “sportstyle” categories built on performance DNA. For many footwear companies, sportstyle products can expand a core running consumer base into everyday wear use cases. That mix can be important in EMEA markets where consumers often buy performance shoes for both training and casual use, particularly as the line between performance and lifestyle footwear continues to blur.

Regional impact across EMEA markets

The EMEA region spans mature Western European markets as well as faster-growing markets in the Middle East and parts of Africa. ASICS’ record revenue suggests the company maintained momentum in established running markets while capturing incremental demand in developing segments where sports participation and organized events are expanding.

Industry executives typically track EMEA performance at the sub-regional level because growth drivers can differ. Western Europe often hinges on brand equity, technical credibility, and specialization in running and indoor sports. The Middle East can be influenced by mall-based retail, premium positioning, and growing interest in health and wellness. For Africa, the picture can vary widely by market, with brand presence shaped by distribution networks and affordability dynamics.

ASICS’ EMEA update implied the performance was not confined to a single market. That matters because broad-based growth tends to be more durable than gains concentrated in one country or one channel, especially when consumer demand can be affected by inflation, currency moves, or shifts in promotional activity across the industry.

Competitive context for sportswear in 2025

The record outcome for ASICS EMEA comes as sportswear and footwear companies continue to recalibrate after years of demand swings and changing consumer priorities. The running category has remained one of the more consistent segments globally, helped by participation trends, community events, and a wider focus on health and activity.

Competition in performance footwear has also intensified, with global leaders and newer challengers investing heavily in cushioning technology, carbon-plated racing shoes, and marketing tied to elite athletes and grassroots events. In that environment, ASICS’ ability to post its highest-ever regional revenue points to effective product-market fit and the brand’s continued relevance among runners and performance-minded consumers.

Operational implications for partners and the supply chain

Record revenue in EMEA can have practical implications beyond the company’s own financial statements. Stronger sell-through can lead to tighter collaboration with retail partners, more consistent replenishment cycles, and a wider assortment in stores—especially in technical categories where fit and product education matter.

For suppliers and logistics partners, stable growth can translate into clearer demand planning and fewer disruptions from sudden inventory corrections. The sportswear sector has been sensitive to mismatches between supply and demand; improved visibility and disciplined allocation can support both profitability and on-shelf availability for high-velocity models.

What to watch next

Investors and industry watchers will likely look for signals on whether ASICS can sustain the EMEA trajectory, including continued demand in core running, the pace of growth in direct-to-consumer channels, and the company’s ability to protect brand positioning amid promotional competition.

Further updates on market-by-market performance, product category contributions, and the balance between wholesale and owned channels would help clarify how the region’s record year was achieved and how much of the growth is structural versus cyclical. For now, ASICS’ statement that it reached its highest-ever EMEA revenue in 2025 places the company among the stronger performers in a crowded global sportswear landscape.

Disclaimer: This report is based on information disclosed by ASICS in its EMEA update and is intended for general business news purposes.