Hirota will assume the role of CEO at ASICS from 25 March, according to a disclosure from the company.

Hirota succeeds Motoi Oyama as CEO with Asics saying in a brief statement the appointment has been made: “to move ahead with mid-term plan 2023 and increase corporate value under the new management setup.”

Go deeper with GlobalData

Premium Insights

The gold standard of business intelligence.

Find out more

Related Company Profiles

View all

Specifically, Asics is focusing on its transformation to become more profitable and more environmentally and socially sustainable.

As part of this plan, it is looking at supply chain reformation as it targets a reduction in product cost, an optimised inventory turnover, and lower logistics costs.

It is engaging and utilising more digital technologies to shorten the lead time of development and production so it reduces time-to-market and the same will help it optimise inventory and reduce clearance by improving the accuracy of demand forecast.

See Also:

Oyama will retain the position of chairman and director at Asics, while Hirota assumes the role of CEO in addition to serving as COO, and president of the company.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

In recent years Asics has been driving forward plans to become more sustainable and more digitally aware.

Last March, it developed a limited edition line of shoes made from recycled clothing collected in Japan, while in August, it took a stake in Japan Healthcare Co, a healthcare startup that makes insoles based on digital photos taken by a smartphone.

“One of the strategic objectives in Asics’ Mid-Term Plan 2023 is the realisation of a sustainable society integrating business activities,” Asics said in a statement at the time. “Asics aims to enable a healthy and fulfilled mind and body for people all over the world and provide them with a sustainable environment where they can play sports.”