ASICS, the Japanese sporting goods brand renowned for its baseball gear, has announced plans to cease sales of baseball gloves and bats by September 2025. The decision marks a significant shift as the company pivots toward high-end running shoes and other products with robust international demand.
Since 1976, ASICS has been a key player in the baseball equipment market, supplying gloves and bats to top athletes, including Major League Baseball stars like Ichiro Suzuki and Shohei Ohtani. However, with increasing competition in Japan from brands like Mizuno, Zett, and SSK, ASICS has struggled to maintain profitability in this segment.
The Kobe-based company will continue its partnerships with 11 professional baseball players, including San Diego Padres pitcher Yu Darvish, focusing exclusively on cleats and other footwear. This move aligns with ASICS’ broader strategy to concentrate on its successful running shoe business, which has significantly boosted the company’s earnings.
In the first half of 2024, ASICS reported a 70% increase in group net profit, reaching 42.2 billion yen ($291 million). The growth underscores the strong performance of its running shoes, which are now a core focus as the company streamlines its product offerings, including cuts to less profitable lines like Japanese school uniforms and shoes.
The exit from the baseball glove and bat market reflects ASICS’ strategy to prioritize sustainable and profitable segments in a competitive global market.
