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Asics Rolls Into Times Square

Next stop on the Asics train? Times Square.

The athletic footwear and gear brand opened its newest retail store in the heart of New York City’s Times Square, offering athletes more than 4,000 square feet of the brand’s latest innovations, collections and access to its foot shape and gait cycle analysis center, Asics Foot ID. The store, located on 42nd Street between 6th and 7th Avenue, is Asics’ second retail location in the metropolis.

As a nod to the store’s locale, a renovated MTA Subway car from the A line built in 1961 serves as a unique merchandising space. The car was retired from service in 1993 and has since spent the last 10 years in Hollywood on the sets of a number of films, including Godzilla, Die Hard and Money Train. In a Hollywood-esque twist, the car went missing for several years, but was rediscovered in 2014 in the Mojave Desert and shipped back to California to start its restoration for the Asics store.

Asics America Group president and CEO Kevin Wulff said, “Times Square is an iconic symbol of New York City, and ASICS is proud to expand our retail footprint with a store right in the center of all the action.” He added, “As a global brand, ASICS is dedicated to bringing the best in athleticism and innovation to our family, friends and fans. With a store in the heart of Times Square, we hope to further celebrate New York as a melting pot of interests and cultures while continuing the pursuit of success.”