sportFACHHANDEL running 4_2015

sportFACHHANDEL – running 4.2016 RUNNING 27
© ASICS
Four entirely new
patents and five
new technologies in
one shoe! The Asics
MetaRun features so
many high-tech features
that it could take part
in a Formula 1 race! Yet
it is already available
at selected dealers and
now, Asics presents
the second edition.
Ralf Schön, Senior
Merchandising Manager
Central Europe of Asics
explains what is behind
this model.
Interview: Andreas Mayer
sportFACHHANDEL: With the MetaRun,
we just have launched a high-tech shoe
with various, real innovations. However, it
costs 250 Euro! What is so special about
the shoe? Who is your target group? What
concept do you have for this product?
Ralf Schön: The MetaRun sets new
standards in sports shoe design – it is our
house of innovation and so far the most
elaborate running shoe in the history
of the company Asics. In the course of
four years of development in the Asics
Institute of Sports Science in Kobe,
Japan, our research team has developed
four entirely new patents and five new
technologies and integrated them into
the MetaRun. Our aim was to optimise
four performance factors of a running
shoe - weight, stability, fit and cushioning
and we wanted to improve our top-model
Gel Kayano considerably in all aspects.
FlyteFoam, jacquard mesh, Kevlar, carbon,
memory foam, just to name a few of
the technological highlights, make the
MetaRun what it is – a state-of-the-art
running shoe of a new generation. At the
same time, this running shoe is absolutely
»
Many types of runners can
benefit from the MetaRun.
Ralf Schön, Asics
suitable for everyday life, but, of course, it
is primarily made for running. Many types
of runners can benefit from the MetaRun,
in particular, however, endurance runners
with technical affinity who demand high
comfort, injury prevention and, at the
same time, an extremely lightweight
running shoe.
How satisfied are you with the sale to
the retailers and can you already make
any comment about the sale to the end
consumer? The sale of the MetaRun to the
retailers takes place in allocated quantities
via selected specialised running shops
– this way, we want to ensure the perfect
ambience, inclusively service and advice.
The sale to the end customer is very
pleasing with a high sales ratio as well as
high customer satisfaction.
Now, you are presenting the second edition.
Is it sold again only through selected shops
in limited edition? Yes, the MetaRun will
come again and we supply only selected
retailers belonging to the Asics Platinum
Plus Distribution and SiS partner. The
second edition is limited as well.
Some parts of the MetaRun are integrated
in other shoes too. Does this mean that
running retailers can finally expect a
number of really innovative shoes this year?
MetaRun is Asics “house of innovation”
and this concept includes that the
MetaRun- proven patents and technologies
will be integrated step by step into further
top models of Asics too. For autumn/
winter 16, the new mid-sole technology
FlyteFoam is part of our key style of
the season, the new Asics DynaFlyte.
FlyteFoam provides 55% less weight and
best cushioning. Our running partners
have benefits in every respect from the
MetaRun and its technical features in
other models.
How big must a shoe rack be that a sports
shop can establish an image as running
specialist? It is difficult to make a general
statement in this respect, because
company philosophy, availability of space
and ambience surely play a central role in
the composition of the brand portfolio and
the assortment. There are approximately
1.500 running shoe models on the market
and a retailer has to consider what kind of
product range the consumer or the runner
expects and what kind makes sense. Thus,
the questions are which brands/models
do I need for a competent statement and
selection as well as how profitable and
efficient is my product range?
How important are professional athletes
these days? Do you work together with your
runners in product development or do they
have only promotional purposes?
“Frequent runners” are important
references and sources of information
for Asics. Professional athletes as well
as, for example, our ambitious running
community Asics Frontrunner can give
valuable tips and input for the improvement
of products during the significant planning
and test phase. The dialogue with athletes
has always been – and still is – a crucial
point for Asics since the beginning in
1949. At present, we work together with
Julia Görges in the tennis segment and
with Jan Frodeno in the running sector, for
example. For our new category “training”,
we cooperate with some of the top fitness
trainers in Germany.