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Asics Plans a Design Center in Boston

Asics becomes bi-coastal with its latest expansion.

The athletic footwear company, which has offices in Irvine, Calif., is establishing a Product Creation Studio in Boston—a move that will help its design team get a better grip on the wants and demands of East Coast consumers.

Following in the footsteps of brands with a strong Northeast presence like New Balance, Converse and Reebok, Asics looks to expand its influence on the East Coast. In 2016, the brand launched a Global Digital Hub in Boston.

“As this industry continues to evolve dramatically, it is crucial for our brand to be represented on both coasts in the U.S. At the dynamic crossroads of innovation and sport, Boston is that place for us on the East Coast,” said Asics CEO and President Gene McCarthy. “There is incredible energy behind this brand right now—we have the right people, in the right places to drive our business and our industry forward not only in the Americas, but globally as well.”

Through the new Product Creation Studio, Asics hopes to tap into the city’s pool of educated and tech-savvy workforce. Some key members of the brand’s executive leadership team will make the move to Boston, including VP of North America Commerce Andrew Richard, who oversees all wholesale, e-commerce and retail divisions, and Under Armour alum, David Ayers, VP of apparel merchandising.