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ASICS TIGER BUILDS ITS TECHNICAL IMAGE IN THE '90s, EMERGING AS A SERIOUS COMPETITIVE PERFORMANCE BRAND

 ASICS TIGER BUILDS ITS TECHNICAL IMAGE IN THE '90s,
 EMERGING AS A SERIOUS COMPETITIVE PERFORMANCE BRAND
 FOUNTAIN VALLEY, Calif., Sept. 1 /PRNewswire/ -- In the relatively stagnant sporting goods market, ASICS TIGER Corp. is looking toward the future, re-affirming and building its image as a technical, performance brand and broadening its target demographics.
 For the past three years, ASICS has steadily gained market share within the enthusiast arena and is now combining that success with increased marketing and advertising efforts to target the mainstream consumer. With a set goal of $250 million in sales for year-end 1992, representing a 35 percent increase over 1991 figures, ASICS is experiencing major gains in categories across the board. The targeted increase in sales is part of an on-going extensive market growth plan, which began in 1989, when sales were at $106 million. Since that time the company has continued to prosper and grow in a manner that is rarely seen in today's market.
 As a leader in technology and innovation, ASICS has been able to build on its performance reputation and is now expanding its brand awareness into the general marketplace. Current first-half figures reflect positively toward the overall year-end goal with footwear figures up 33 percent, apparel figures up 31 percent and accessory figures up 45 percent compared to first-half figures for 1991.
 "ASICS is in a unique position of growth that presents many exciting challenges for the company," said Peter Goehrig, vice president.
 "In order to take advantage of our current situation, ASICS has developed an extensive strategic plan that will both help control our destiny and pattern of expansion over the next five years, while successfully capitalizing on available growth and development opportunities."
 A key developmental area within the long-term strategic plan is a greater emphasis on the marketing mix and careful deliberation of company positioning. More emphasis will be placed on competitive analysis, market niche, market segmentation and category development. This, in turn, will allow ASICS the opportunity to become more of a profit builder for the retailer, as well as provide the company with the ability to more quickly react to market needs.
 Establishing a more solid marketing base will also allow the company the information necessary to more accurately plan for the necessary internal and systems growth that will need to accompany the current plan of expansion. To keep pace with the target sales numbers, ASICS has already begun planning for the future with key personnel additions, increase advertising efforts, the initiation of a top-notch dealer service network, the elimination of GEL(TM) products from mail order catalogs and a more than $1 million upgrade to its current computer system that will be in effect by the end of April 1993. Additional areas that ASICS has highlighted for immediate improvement include more effective inventory control, physical distribution and sourcing.
 The areas of emphasis currently identified and those planned for the future are all part of ASICS ultimate goal to become more service-oriented to both its retail base and the consumer, while continuing to provide top-quality, innovative and technical performance athletic products.
 "Developing the effectiveness and increasing the level of ASICS customer service capabilities in all areas will be a major determining factor toward the company's success in the coming years.
 "ASICS is aware that the retailer is the backbone of its strategy to grow and the company is prepared to demonstrate its support to this strategy."
 ASICS TIGER Corp., with more than 40 years of sporting goods experience, offers a full line of athletic shoes, sports apparel, accessories and sunglasses. ASICS shoe line includes high-quality, technologically advanced footwear for running, cross training, racing, basketball, wrestling, volleyball, gymnastics, baseball/softball, walking and youth. ASICS also offers a progressive, high-performance ski apparel line featuring advanced fabrics and styling. ASICS products are available at many specialty retailers throughout the United States.
 -0- 9/1/92
 /CONTACT: Nancy Larsen of ASICS public relations, 714-962-7654, ext. 635/ CO: ASICS TIGER Corp. ST: California IN: TEX SU:


AL-JL -- LA023 -- 5667 09/01/92 18:30 EDT
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Date:Sep 1, 1992
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