# Case Study: ASICS Launches New Ecommerce Store for Hong Kong and Macau

Founded in 1949, ASICS Group has been providing goods and services that promote healthy and fulfilling lifestyles throughout the world. Headquartered in Kobe, Japan, ASICS has developed signature ASICS athletic shoes since the 1950s to become a global leader in athleticwear, worn by world champion athletes. After expanding its physical brand presence with flagship stores in global cities throughout the past decade, ASICS introduced its online store as part of its brand styling strategy to reach customers.

Recognizing that consumers in Hong Kong and Macau are amongst the most digitally connected and Internet savvy on the globe, ASICS Hong Kong set about designing an ecommerce store to serve them directly online. ASICS Hong Kong selected Shopify for the creation of its official brand online store to offer customers a convenient digital shopping experience. ASICS Hong Kong chose to work with Wave Commerce, a Shopify Partner, to handle the nuances of launching direct-to-consumer storefronts for global brands with localized sensibilities.

Wave Commerce is proud to have worked with ASICS Hong Kong to feature its wide assortment of products in a bilingual store with localized features. Fully utilizing Shopify’s store design capabilities, ASICS Hong Kong could help customers navigate its products through intuitive categories based on fashion, type of sport and type of use. ASICS Hong Kong also created unique online features such as raffles and workshop registrations for community building.

Hong Kong and Macau consumers can now directly order favourite ASICS’ signature lines -- the Gel-Kayano, Gel-Nimbus, Glideride, Novablast, and Metaspeed collections amongst others -- directly from their online store.