CE DESK 
ASICS inaugurated its first COCO store in India at DLF Mall of India, Noida, with actress Sara Ali Khan marking the grand launch event in October 2025.
The Japanese sportswear brand ASICS for the first time opened a COCO (Company owned and company operated) store in Noida, DLF Mall of India, India’s largest shopping mall. ASICS India made a big marketing effort and entertainment industry personality Sara Ali Khan brought a good social media following, fitness and brand association for the opening as brand ambassador of ASICS India.
The new ASICS store in Noida, India, offers a seamless experience across ASICS’ multiple categories as it’s a flagship store. It also competes with the best branded retail experience and is designed with modern and minimalistic aesthetics while making customer engagement enjoyable. The opening of the flagship store in India reiterates the message of ASICS more strongly as it reinforces the ‘Sound Mind in a Sound Body’ philosophy.
Offering ASICS stores in India for the first time demonstrates the growing fitness market in India, as more stores encourage active lifestyles. Plans for ASICS retail in India include opening up to 2000 stores in the next 3 years. As the face of ASICS in India, Sara Ali Khan reinforces the love of fitness and passion for fashion supported by the social media following. It also demonstrates ASICS focus to inspire and of active, balanced lifestyle.
Yasuhito Hirota, chairman and CEO, representative director, ASICS Corporation, said, “India represents one of the most compelling growth stories in ASICS’ global portfolio. The launch of our first DTC store represents a significant milestone, reinforcing India’s role as a central pillar of our ASICS Global Strategy. Over the past decade, we have witnessed the country’s growing enthusiasm for sports and wellness, which aligns with our global mission and core philosophy of ‘A Sound Mind in a Sound Body’. This store launch reflects our long-term commitment to the Indian market and marks the beginning of an exciting journey to inspire and empower millions”
Rajat Khurana, managing director, ASICS India and South ASIA, said, “As ASICS marks a decade of its journey in India, the launch of our first Company-Owned Company-Operated store is a proud milestone that reflects our enduring commitment to the Indian market. Each new store brings us closer to our consumers, allowing them to experience the innovation and performance that defines our brand. We have watched India’s relationship with fitness transform, from niche enthusiasm to a nationwide movement. Through our expanding retail presence, our focus is to create spaces where people can immerse in the philosophy of Sound Mind, Sound Body and experience the transformative power of movement.”
“Fitness has been central to my life, which is why being here today at the launch of ASICS store means so much to me. ASICS stands for pushing boundaries and celebrating the joy of movement – values I strongly connect with. It is exciting to see a brand that inspires people to live actively and experience the power of Sound Mind, Sound Body. I can’t wait for everyone to explore the store and discover how ASICS can elevate their fitness journey,” said Sara Ali Khan, actor and fitness enthusiast.
