Asics Takes the A Train

Asics is up and running in the Big Apple. The Irvine, Calif.-based company last week opened the door to its newest store, a megalocation on New York’s 42nd Street, just steps away from Times Square.
Bowing just weeks before the New York City Marathon on Nov. 2, the store replaces a smaller location on 42nd Street between Fifth and Sixth avenues.
The new door, located near public space between Sixth Avenue and Broadway, boasts a floor-to-ceiling glass exterior that allows passersby to get a glimpse of the full breadth of the colorful product, with shoes displayed along the back wall.
Taking center stage in the store is an authentic ‘A’ train New York City transit subway car, circa 1961, that last June was discovered abandoned in the Mojave Desert. After 42 days of work to refurbish it, the car was transported back to New York, arriving at the store at 3 a.m. on
Oct. 14. The graffiti-ridden car serves as a display device, featuring apparel and footwear.
In addition to the new location, there’s a sister store in the city’s Meatpacking district.

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