Global sportswear firm Asics has unveiled a new global digital division to better enable it to leverage digital technology to connect with consumers.
It will be based in Boston and led by Jason Jacobs, the founder and chief executive of Runkeeper – which was acquired by the company in March 2016.
Looking to tap into the smartphone wearable market, the company has created the division to secure digital growth as part of its overall strategy.
“We are investing in Digital as we shift to a more consumer-centric model overall and continue to pursue our founding philosophy of a sound mind in a sound body,” said Motoi Oyama, president and chief executive of Asics Corporation.
“When we acquired Runkeeper, we were not just inheriting a great product and brand, but also an incredible team that could help us drive and execute our digital strategy across the company.”
The group has also pledged to continue developing its Runkeeper service.