byLarry Eder
In doing some research on the new CEO at ASICS America, Kevin Wulff, one former colleague noted several times, ” Kevin is all about the big picture, he has big ideas and big goals.”
Well, Kevin Wulff, who, in a very cordial telephone conversation two weeks ago, agreed to an interview with Runblogrun.com, has come out swinging.
And well, he should. ASICS America, which has had nearly fifteen years at the top of the performance running food chain, is beset with challenges from old competitors and new! The lightweight shoe category is flying out doors as each brand reacts to minimalism, barefoot running, lightweight or their approximation of it.
The key in this industry is to be nimble, but careful not to react for reaction’s sake. The big goals, the big plans are part of the daily battle to be one of the top running footwear brands in the world.
ASICS ANNOUNCES STRONG 2010 RESULTS AND PLANS FOR AMBITIOUS GROWTH FOR THE FUTURE
ASICS America Corporation, the athletic footwear and apparel manufacturer headquartered in Irvine, California, continues to deliver strong growth numbers. ASICS Corporation (U.S.), the parent company, announced today that ASICS America finished 2010 with an increase of 18.4 percent. Additionally, 2011 has started out strong under the leadership of Kevin Wulff who came on board as President in August 2010 and named CEO in April 2011.
The significant growth was a result of footwear posting its highest sales
figures in recent years at over 18 percent, while Apparel showed growth with an increase of almost 14 percent.
Wulff’s immediate goal is to generate significant growth for 2012 and beyond
with the ultimate goal of reaching one billion dollars in sales by the year 2015. Wulff’s making several changes to achieve these goals with his top three priorities focused around the following areas:
Continued product innovation: In 2011, ASICS entry into the lightweight
category with the new 33 by ASICS collection was met with eager anticipation from retailers and consumers and sales have been beyond expectation. Innovation, as it always has been, will continue to be a key factor moving forward.
Improved service and distribution: Summer 2011 will bring the opening of a
new 500,000 square foot warehouse in Byhalia, Mississippi. With a soft
opening in early June and full production by the end of the summer, the new distribution center will provide more square footage and the advanced level of technology required to meet ASICS growing demand for years to come.
Internal restructure: For long-term strategic growth a new internal
structure has been set up with several new key positions filled within
marketing, product development and sales. All these changes are designed to improve internal communications and implement “go to” market integration.
“In order to become a billion dollar business, we will be aggressive and
strategic with every move we make,” says Kevin Wulff, President and CEO
ASICS America. “Building upon the success of our iconic footwear while
innovating and designing new styles and categories will keep us in the
dominant position within running and allow us to fuel growth for the ASICS
brand.”
