ASICS launches MOON AMBLE flagship to drive global walking shoe growth

ASICS Corporation is positioning its walking shoe segment as a major global growth pillar, marked by the launch of its new flagship model, ‘MOON AMBLE’, on September 16. Developed at the ASICS Institute of Sport Science, the footwear aims to provide a sensation that makes users ‘want to walk more’ through a dual-layer midsole structure that balances bounce and stability.

To accelerate this growth, ASICS is restructuring its organizational approach. The company plans to dissolve its subsidiary, ASICS Shoji, by January 1, 2027, transferring its operations to ASICS Corporation and ASICS Japan to unify branding and leverage centralized research and digital marketing expertise.

Strategically, the company intends to expand its global footprint by opening its first overseas direct-managed stores in China and Hong Kong next year. This move follows the success of its running shoe division and aims to capture a broader market beyond traditional formal footwear users, targeting people who enjoy daily walking for health and lifestyle purposes.