Running brand Asics, which has been facing stiff competition from Brooks and Skechers, has retooled its leadership ranks. It also will combine divisions.
The Japan-based company today said it tapped new managers to “accelerate business growth.”
To start the process, the company said it would create a global lifestyle division, on Sept. 16, 2015, to steer marketing efforts for its Onitsuka Tiger and Asics Tiger brands. Torsten Widarzik, an executive who has worked at German fashion label Campus, Levi Strauss and Nike, will head the new division. That move follows the appointment of Paul Miles, who joined Asics in May after stints at Nissan Motor Co. and Fast Retailing. Widarzik and Miles were named senior general managers.
The hires are part of the company’s strategy “designed to strengthen its global business through the appointment of top talent to lead and manage global categories in the most influential regional markets,” according to a statement. “These new global leaders will be hired based on their track record of experience from both inside and outside the industry, regardless of nationality or location.”
Asics said it plans to boost its footwear business by also combining the product design, development and manufacturing teams into one marketing division.
“The restructuring of our global operations and the appointment of top talent as our new leaders shows our commitment to accelerate growth as a global sporting goods company,” said Motoi Oyama, CEO of Asics Corp. “I am confident [these moves] will enhance [our] organization’s capacity and effectiveness, and lead us into the next stage of growth.”