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In 2010, ASICS, the Japanese sportswear brand entered the Indian Market with its innovative design and commitment to improving lives. The brand was sold through multi-brand stores, company's website, and e-Commerce marketplaces. ASICS had partnered with Marathon events like Mumbai Marathon and intended to promote running culture in India. The company found huge scope for growth targeting the health consciousness of the upper middle class to stay healthy. Apparel and performance running were the fastest growing categories in India. Performance running sneakers accounted for half of ASICS sale in India as well in the globe. The COVID-19 pandemic emphasised the importance of health and fitness, leading to a significant increase in the number of people turning to running, which had provided a substantial boost for the sportswear industry. ASICS was a late entrant to India compared to brands like Reebok, Nike and Adidas. With 103 stores across India, the brand had planned to expand with more stores in tier 1, 2, and 3 markets by 2026. However, it remained to be seen whether ASICS would be able to continue its growth journey in the apparel market and enhance its position.