Wednesday, October 2, 2019
Volume 2, Issue No. 18

ASICS Puts its Focus on Performance at a Price with Glideride

The new Glideride running shoe from ASICS launched at running specialty retail as well as in ASICS stores and on the brand’s website last week. It is the next step in the brand’s “energy saving technology” footwear push.

The $150 Glideride features Guidesole technology, which the brand describes as an “ergonomic, precision-shaped curved sole that aims to reduce energy loss.” It works by minimizing lower leg movement through the stride to make it easier for runners to keep going for longer.

The Glideride is the second offering from ASICS’ energy saving family, a follow up to the Metaride, a $250 shoe that was launched in limited quantities earlier this year. ASICS president and COO Yasuhito Hirota and ASICS America CEO Kodama Koichiro were both on-hand in New York City last week at a media event that helped launch the shoe. Koichiro said that performance running is the brand’s primary focus. ASICS execs say that increasing the accessibility of the Guidesole technology was the inspiration behind the new shoe. And the next shoes to be made available in the brand’s energy saving family will be at more accessible, $100-range price points.

“This latest innovation is a major milestone in achieving our goal to make our energy saving technology available to all runners,” said Hirota. “In Spring 2020, we will launch the next shoe in the family, the Evoride model.”

At its NYC media event last week, ASICS also teased plans for special collections around two significant events in 2020 — the LA Marathon, where the brand returns as a sponsor next year — and the 2020 Tokyo Olympics, where the brand will outfit 80,000-plus volunteers. The LA Marathon-inspired footwear range will be highlighted by a flashy color palette reminiscent of 1990s neon trends. And the brand’s Tokyo Olympics-inspired offerings will include both heritage and performance styles in a full range of footwear and apparel.