ASICS RUNOVATION - REMKO vs. REMCO

Ok, glad we cleared that up... Amsterdam is known as one of Europe’s biggest hangouts for sneaker fanciers. Add to that the famous Patta and 290 SQM stores.... How do you see the Netherlands fitting into the rest of Europe as far as sneaker style goes?
Remco: A unique thing about the Dutch sneaker style has always been the massive popularity of the Air Max. Concerning ASICS, you might say that for Europe, the Gel Lyte III and GT II hype started in The Netherlands. Even before the first Patta collab these silhouettes were gaining interest from sneaker kids.

I’m always reminded how ‘fruity’ Europe can be for fashion, especially when I’ve been in the US where it’s more about basketball. How does ASICS, which has such a strong Japanese identity, fit into the euro-puzzle?
Remco: Our core product is running and we are known as the number one running brand in the world. Europe is more retro running orientated and that’s where our Japanese brand fits into the euro-puzzle.

Remko: Japan also stands for authenticity, being subtle and keeping it credible. We keep this in mind when we think of concepts. So no poker, perfume or heavy metal packs for us! We prefer series based on our Japanese or sport heritage. Let’s hope the kids will start understanding this and will look further than the obvious.

Ok, let’s talk about the Runovation project. I heard that you guys were in Sweden and you saw kids rocking performance ASICS under their jeans. Is that right?
Remco: Most of them were wearing the Gel Nimbus or Gel Kayano. I saw it both in Copenhagen and Stockholm and was pleasantly surprised about it. They weren’t sneaker kids, they were into high fashion.