ASICSFlagship StoreAmsterdamFactsheet

The ASICS Flagship Store Amsterdam offers a range of unique

facilities. It is the first location in Europe, and only the second in

the world (after the ASICS Store in Tokyo) to integrate the ASICS

Running LAB concept into a store setting. In addition to these

exceptional measurement systems, the store also offers numer-

ous innovative and exclusive services, as well as ASICS’ en-

tire performance collection, within its 600m² environment. The

unique store concept offers the ASICS Running LAB, ASICS

FOOT ID, ASICS Running Club, a Run Better Area (with informa-

tion about running, technologies and my ASICS - an online per-

sonalised training program), a sales area for footwear, apparel

and accessories, and a showroom. Enjoying a prime location in

Amsterdam, the ASICS Flagship Store is situated adjacent to

the city’s ‘running culture’ centre, the Vondelpark. The store is

staffed by passionate runners, who have been specially trained

at ASICS’ headquarters and the Institute of Sport Science in

Kobe, Japan.

ASICS Flagship Store Amsterdam

The ultimate Performance Store

ASICS FOOT IDDeveloped by the ASICS Institute of Sport Science in Kobe, Japan, the

ASICS FOOT ID is a high-tech system that helps runners find the right

running shoe. Using 3D Foot Mapping technology and a video gait

analysis, it combines a static and dynamic measurement to ensure

runners have a shoe that fits their biomechanical profile perfectly.

Static FOOT ID: 3D Foot Mapping

In order to map the characteristics of the foot, the 3D Foot Map-

ping System uses both lasers and micro cameras. The results

are then compared against a database comprising all possible

foot sizes and shapes to find the perfect-fitting running shoes.

Once the foot scan is complete, ASICS’ staff will review every

aspect of each foot. To gauge which shoe fits the best, the

screen shows a 3D reproduction of the foot that consists of 43

different markers and 22 calculation points. The FOOT ID meas-

urements include, among other things, the foot’s length, fore-

foot’s circumference, heel width, instep height, arch height and

the arrangement of the toes.

Furthermore, the foot type and alignment of the Achilles tendon

can also be measured, as it is currently the most precise static

measuring system available.

The extensive knowledge obtained from the foot scan not only

enables runners to find the right running shoe, it can also help

them find the cause of any recurring injuries.

Dynamic FOOT ID: Gait Analysis

A gait analysis provides essential information about one’s running

style. This information is valuable because, no matter how long some-

one has been running, the right footwear can only be chosen when

they know their running style. Good running shoes are important as

they help maximise running performance and minimise the risk of in-

jury, such as painful shins and joints.

The main focus of gait analysis is to measure the degree of pronation.

Pronation is the way the foot tilts, either inward or outward, when

walking or running. A gait analysis matches the degree of pronation

with the correct shoe type so as to counter-balance overpronation or

underpronation, thus helping to reduce the risk of injury and improve

running efficiency.

The ASICS FOOT ID analysis takes around 20–30 minutes and costs

€20, or is free with the purchase of any running shoe.

ASICS Running LAB

De Running Ability Measurement

ASICS’ Running Ability Measurement is one of the most advanced

systems for measuring running characteristics. The ASICS Flagship

Store Amsterdam is the first location in Europe to provide this serv-

ice to consumers which, to date, has only been available to profes-

sional athletes at the ASICS Institute of Sport Science in Kobe, Ja-

pan.

The measurement of a person’s running performance is based on

different criteria. Physical fitness, motivation and climate all have a

role to play. One of the most critical factors, however, is one’s run-

ning ability, which encompasses skeletal structure, muscle strength,

stamina and running technique. Having a better understanding of

one’s particular running ability can help improve performance and

realise personal goals.

What is measured?

A. Foot shape, leg alignment and body composition Understanding one’s foot shape is vital when it comes to choosing

the right running shoes that will enhance running performance and

help avoid running injuries. A 3D foot scanner is used to take seven

measurements of the foot, including length, arch height, ball girth

and heel tilt. These results are compared with averages for that

particular person’s gender and age.

The alignment of the leg is measured in order to verify the arrange-

ment of a person’s lower leg bones as well as the range of motion

of their joints. The body composition measurement quantifies the

muscle mass and the level of body fat in order to calculate a fat

percentage.

B. Leg muscle measurementWhilst running, a force of approximately three times the body

weight is exerted onto each leg. It is vital therefore that the legs

are strong enough to carry this weight. The measurement of the

leg muscles is based on the kinetic state of the muscle (i.e. during

movement). Using a highly specialised isokinetic machine, the

force exerted while running can be measured against levers that

move at a constant velocity.

The muscle that flexes and extends the knee is especially impor-

tant in this test, as it ensures that the equilibrium point is not too

low at touch down, and that there is sufficient propulsion for toe-

off.

C. Running Technique AnalysisA person’s running technique is measured in order to give ad-

vice on performance enhancement and injury prevention. Meas-

urements include checking how the feet land (which part of the

foot touches down first), the degree of pronation, possible knee

instability, leg movements and hip position.

D. Aerobic fitness measurementAerobic fitness, measured in a VO2 test, is the most important

factor in determining a person’s running ability.

In scientific terms, VO2 is the amount of oxygen the body uses in

millilitres per kilogram of body weight per minute (ml/kg/min). Put

simply, a person’s VO2-maximum is equivalent to their stamina.

The aerobic fitness test consists of a continuous measurement of

one’s respiratory metabolism. This method of testing does not

require the person to reach a state of exhaustion; instead it evalu-

ates their aerobic fitness using an indicator known as Anaerobic

Threshold (AT). AT is the point at which the body switches from

aerobic to anaerobic metabolism. The results can also be used to

predict a runner’s marathon time.

The Running Ability Measurement at ASICS’ Running LAB takes

approximately 1.5 – 2 hours, and costs €200.

ASICS Running ClubThe ASICS Running Club is a new service that offers runners con-

venient facilities as well as free Running Clinics. The Running Club

area is equipped with lockers, showers and locker rooms with

hairdryers and a towel service.

Running Clinics

The Running Club organises free running events called ‘Running

Clinics’ where, under the guidance of an experienced trainer,

runners can improve their running performance. The Running

Clinics will be offered on a weekly basis on two levels: for begin-

ners and advanced runners.

Use of the Running Club facilities (lockers, changing room and

showers) costs €5 per visit.

Performance ProductsAs well as the full ASICS running collection, the ASICS Flagship

Store Amsterdam also stocks the following ASICS performance

ranges:

Kleding & Accessoires:AYAMi

Core Performance Running

Trail Running

Running Essentials

Inner Muscle

Top Impact Line

Schoenen:Running Performance

Running Active

Track & Field

Walking

Tennis

Hockey

Rugby

Outdoor

Indoor

Kids

SportStyle

ASICS stands for Anima Sana in Corpore Sano, meaning a sound

mind in a sound body. Since its launch in 1949, the company has

worked continuously with scientists, top athletes and coaches to

develop the best sportswear possible to help individual athletes

optimise their performance and minimise their chances of injury.

This constant endeavour to develop better sports products is em-

bodied by the ASICS Institute of Sport Science, which was

opened in Kobe, Japan in 1990. The institute consists of several

departments, each dedicated to specific tasks such as the analy-

sis of body movements, testing of materials and developing new

products.

Research, analysis and testing

Situated approximately 325km west of Tokyo in Kobe, the ASICS

Institute boasts more than 16,000m² of research facilities, in-

cluding a 350m all-weather athletics track, a basket- and vol-

leyball hall, and a variety of testing areas. The institute’s 200

employees focus mainly on studying and analysing the human

body and the way it moves, as well as the testing of various

types of material. All the work and research carried out at the

institute has one ultimate goal: to create the perfect conditions

in which professional and amateur athletes all over the world

can improve their performance so as to reach a higher level and

enjoy their sport.

ASICS Institute of Sport Science, Kobe ASICS Flagship Store AmsterdamStadhouderskade 23 a-b

1054 ES Amsterdam

+31 (0) 20 6892 455

Websitewww.asics.nl/amsterdamstore

Opening hoursMon: 12pm – 6pm

Tue: 10am – 7pm

Wed: 10am – 7pm

Thu: 10am – 9pm

Fri: 10am – 7pm

Sat: 10am – 6pm

Sun: 12pm – 6pm

PricesASICS Running LAB session: €200

ASICS FOOT ID: €20; free with purchase of

running footwear

Running Club facilities: €5 per visit

ASICS Flagship Stores globallyAmsterdam

London

New York

Tokyo

Harajuku

Taipei

FacilitiesASICS Running LAB

ASICS FOOT ID

ASICS Running Club

Run Better Area

ASICS Performance Products

Floor space600 m²

Interior designThe store design has been developed in

conjunction with Japan-based design agency

Formation, and British agency Wests.