Asics Acquires Marathon Registration Platforms in Four Countries to Drive Running Shoe Sales

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3.6.2026

Quick Facts

Asics acquired race registration platforms in Thailand, Spain, France and Australia, including THAI RUN and Deporticket
The company’s performance running sales jumped 14.3% to ¥326.9 billion in 2024, with overall operating profit rising 84.7% to ¥100.1 billion
Sydney Marathon booth sales increased fourfold after platform integration, while e-commerce sales rose 8.3% to ¥148.4 billion

Asics Corp. is buying marathon registration platforms across four countries to gain direct access to runner data and drive footwear sales through an integrated ecosystem approach.

The 77-year-old Japanese sportswear maker acquired race platforms in Thailand, Spain, France and Australia. Key purchases include THAI RUN, Thailand’s largest platform, and Deporticket, a leading Spanish platform. The company also signed asset transfer agreements for US platforms including GetMeRegistered through Race Roster US.

The strategy links registration platforms with Asics’ membership program and Runkeeper app. Runners can register for races, receive personalized training plans, and get footwear recommendations months before race day.

“Not only do we want to sponsor major marathon events, we want to engage with them directly,” said Chief Operating Officer Mitsuyuki Tominaga. The company views the Sydney Marathon as a successful model for global rollout.

Early results show promise. Sales at Asics’ Sydney Marathon booth rose fourfold from the previous year. Revenue at the race expo increased by double digits compared with the previous year.

The approach offers structural advantages as few global rivals have bought race registration platforms at scale. Most competitors rely on high-profile athlete ambassadors instead of direct customer relationships.

Performance running shoes account for about 45% of Asics revenue. The company generates more than half of its performance running shoe sales in the US and Europe, with about 15% from Greater China.

Under CEO Yasuhito Hirota, Asics completed one of Japan’s most notable corporate turnarounds. Operating profit climbed sixfold in four years to ¥142 billion, reversing a ¥4 billion loss in 2020. The company’s valuation surged to about ¥3.4 trillion.

Asics upwardly revised its 2026 financial targets in November 2024. The company now projects operating profit of at least ¥130 billion, up from a previous target of ¥80 billion. Operating margin targets increased to at least 17% from around 12%.

The race registration market is competitive, with RunSignup forecasting 14% growth in US registrations this year. The platform expects to capture 50% of the US market by 2025, growing from 8.5 million registrations in 2023 to an estimated 9.7 million in 2024.

Running shoe market competition is intensifying for the $46.5 billion global market. Asics sees India and Southeast Asia as future growth engines beyond its established US and European markets.