Europe, Middle East and Africa net sales at sportswear and trainer brand Asics fell 3% year on year for the six months to 30 June.
This is an improvement on the first three months of 2018, when sales were down by 5.8% in a “tough start” to the year. The upward trend could suggest the company’s EMEA business transformation plan and a renewed focus on branding and digital marketing are beginning to take effect.
In the second quarter, Asics reported an 11% increase in own-store sales, an ecommerce sales uplift of 50% and continued strong performance in emerging markets Russia (16% increase) and the Middle East (up 229%).
In the period, Asics launched a partnership with Walt Disney, encouraging families to get active to coincide with the release of The Incredibles 2. It also released the 25th edition of its signature gel shoe.
Alistair Cameron, CEO of Asics EMEA, said: “We are encouraged by the positive developments starting to take effect … After a tough start to 2018, the second quarter started to show positive signs of growth in key areas as we shipped company-record levels.”