What are Mission Vision & Core Values of Asics Company?

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What are the Mission, Vision, and Core Values of ASICS;

Mission and vision statements are crucial strategic foundations, defining a company's purpose and future aspirations. They guide business decisions and shape corporate identity. ASICS, a global athletic footwear and apparel manufacturer, holds a significant position in the sports industry, known for its performance-enhancing technologies.

ASICS's mission, vision, and core values serve as a definitive compass for strategic direction, product innovation, and customer engagement. They underpin the company's corporate culture and market presence, as explored further in the Asics PESTEL Analysis.

The Asics mission statement, 'Anima Sana In Corpore Sano,' guides its global efforts to promote physical and mental health. This core philosophy, deeply embedded in the Asics brand philosophy, targets athletes and everyday individuals, emphasizing that physical activity fosters mental clarity. This commitment is evident in their product development, such as the new MEGABLAST and SONICBLAST models, which feature FF TURBO SQUARED foam, designed to enhance both body and mind performance. The company's initiatives, like the 'Move Her Mind' campaign, further underscore its dedication to mental well-being through movement, addressing the gender gap in sports participation.

Asics Mission Statement

The Asics mission statement, 'Anima Sana In Corpore Sano,' translates to 'A Sound Mind in a Sound Body,' guiding its global operations.

Holistic Well-being Focus

Asics aims to promote physical and mental well-being for individuals worldwide, from elite athletes to casual sports enthusiasts.

Innovation in Products

The company develops high-quality products, like the MEGABLAST and SONICBLAST with FF TURBO SQUARED foam, to support performance and mental health.

Customer-Centric Approach

Asics's mission is profoundly customer-centric, focusing on enhancing the overall health and experience of its users.

Social Responsibility

Initiatives like the 'Move Her Mind' campaign demonstrate Asics's commitment to addressing societal issues through its core values.

Brand Purpose

The Asics company purpose is to foster a sound mind in a sound body, influencing its product development and community engagement.

The Asics company purpose is deeply rooted in its founding philosophy, which emphasizes the connection between physical activity and mental well-being. This commitment is reflected in their continuous innovation, with research and development investments supporting new technologies like the FF TURBO SQUARED foam in their latest running shoes. This focus on holistic health is a key aspect of the Asics brand philosophy and its corporate culture. For more details on the company's foundational principles, explore this article on Mission, Vision & Core Values of Asics. Asics's dedication to its mission is also evident in its financial performance, with the company reporting net sales of 570.4 billion JPY in 2023, a 17.7% increase year-over-year, demonstrating the market's positive response to its products and values.

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The Asics vision statement, 'VISION2030,' aims to expand its business across three domains: Product, Facility and Community, and Analysis and Diagnosis. This global vision seeks to improve health from both a mind and body perspective for a wider population. It focuses on personalized products, real and virtual sports participation, and data-driven analysis for healthy lives. This vision is supported by Asics's strong financial performance in FY2024, with record sales of ¥678.5 billion JPY and operating profit of ¥100.1 billion JPY.

Product Innovation

Asics's vision includes developing personalized products based on individual preferences. This aligns with their commitment to innovation in footwear and apparel.

Community Engagement

The company aims to provide opportunities and sites for sports participation, both real and virtual. This reflects their dedication to fostering community and promoting active lifestyles.

Data-Driven Health

Asics leverages data for analysis and diagnosis to enable healthy and fulfilled lives. This emphasizes their scientific approach to well-being.

Global Reach

The scope of VISION2030 is global, aiming to improve health conditions worldwide. This highlights the broad impact of the Asics mission statement.

Financial Strength

In FY2024, Asics achieved record-high sales of ¥678.5 billion JPY. This financial performance supports their ambitious vision for the future of sports.

Profitability

Operating profit reached ¥100.1 billion JPY in FY2024, demonstrating significant growth. This strong market position enables the pursuit of their corporate goals.

Asics's long-term vision, 'VISION2030,' outlines its aspiration to expand its business across three domains: Product, Facility and Community, and Analysis and Diagnosis. This future-oriented vision aims to contribute to improving health conditions from both a mind and body perspective across a wider spectrum of people. The scope of VISION2030 is global, seeking to offer personalized products based on individual preferences, provide opportunities and sites for sports participation (both real and virtual), and leverage data for analysis and diagnosis to enable healthy and fulfilled lives. This vision appears realistic yet aspirational, supported by the company's robust financial performance in FY2024, where Asics achieved record-high sales of ¥678.5 billion JPY and operating profit of ¥100.1 billion JPY, demonstrating significant growth and a strong market position to pursue these ambitious goals. For more details on the company's structure, refer to the article on Owners & Shareholders of Asics.

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The core values of Asics are fundamental to its corporate culture and strategic direction, guiding its operations and interactions with stakeholders. These values, deeply rooted in the company's founding philosophy, emphasize well-being, innovation, quality, sustainability, and diversity.

Asics's core values include a commitment to mental and physical well-being, continuous innovation in product development, ensuring the highest quality of products and services, and a strong focus on sustainability. Additionally, the company prioritizes diversity, equity, and inclusion across its operations.

Mental and Physical Well-Being

This value, central to the Asics brand philosophy, stems from 'A Sound Mind in a Sound Body.' It is reflected in product development through technologies like GEL cushioning and Flytefoam, enhancing comfort and performance, and in corporate culture through initiatives such as the 'Asics Well-being Report 2024' which tracks employee health goals.

Innovation

Innovation is a key driving force, evident in Asics's continuous investment in research and development for advanced athletic gear. The NIMBUS MIRAI™ running shoe, designed for easy disassembly and recycling, showcases this commitment, achieving 57% lower emissions than the industry average.

Quality of Products and Services

Asics is committed to delivering high-quality, functional, and safe products, exemplified by rigorous testing and refinement. The Novablast 5, in its 2024 iteration, demonstrated improvements in grip and introduced the new FF Blast MAX foam for enhanced softness and energy return, reinforcing customer trust.

Sustainability

Sustainability is a critical value, encompassing climate action, circularity, human rights, and supply chain transparency. Asics aims for net-zero emissions by 2050, targeting a 63% reduction in greenhouse gas emissions across its value chain by 2030 from a 2015 baseline, and using 100% renewable energy in its facilities.

These core values, including diversity, equity, and inclusion, collectively differentiate Asics by integrating performance excellence with a strong ethical and social conscience. To understand more about the market position, explore the Competitors Landscape of Asics. Discover how Asics's mission and vision influence its strategic decisions in the next chapter.

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A company's mission and vision are foundational to its strategic decisions, guiding its direction and shaping its operational priorities. These statements articulate the organization's purpose and aspirations, influencing everything from product development to market expansion.

Asics's Mission, Vision, and Core Values

The mission and vision of Asics are deeply intertwined with its strategic planning, aiming to foster well-being through sports and movement.

• Mission: To contribute to a sound mind and a sound body through sports.
• Vision: To become a Global Integrated Enterprise by 2026, driven by a 'Global x Digital' approach.
• Core Values: Emphasize integrity, innovation, and a commitment to quality and sustainability.
• Founding Philosophy: 'A Sound Mind in a Sound Body' remains central to all endeavors.

Strategic Alignment with Mid-Term Plan 2026

Asics's Mid-Term Plan 2026, launched in 2024, directly reflects its mission and vision by focusing on becoming a 'Global Integrated Enterprise' through a 'Global x Digital' strategy. This plan prioritizes enhancing brand experience, achieving global growth, and driving operational excellence, all stemming from its founding philosophy.

Expansion of Core Performance Sports (CPS)

The strategic decision to expand the CPS category, particularly tennis, as a 'second pillar of profit' after running exemplifies the mission to inspire movement. This aligns with the vision of promoting well-being through lifestyle sports enjoyed by various age groups. In FY2024, the CPS category saw double-digit sales growth in multiple regions, contributing to a record operating profit of ¥100.1 billion JPY.

Commitment to Sustainability

The company's vision to contribute to 'a sound earth to run on' is evident in its sustainability initiatives. Targets include reducing CO₂ emissions from direct operations by 43.1% (vs. 2015) and increasing recycled polyester material usage to over 50%. This commitment influences product innovation, such as the NIMBUS MIRAI™ running shoes designed for recyclability.

Leadership Perspective on Brand Philosophy

President and COO, Mitsuyuki Tominaga, highlighted the relevance of the 'Sound Mind, Sound Body' philosophy in today's world, stating its necessity given the renewed recognition of sports' power. This perspective guides daily operations and long-term planning, ensuring strategic initiatives are rooted in promoting physical and mental well-being.

Financial Performance and Strategic Execution

In FY2024, Asics achieved net sales of ¥678.5 billion JPY, a 18.9% increase, with SportStyle and Onitsuka Tiger categories each reaching approximately ¥100 billion JPY in net sales. This financial success demonstrates the effective alignment of the company's strategies with its core principles and vision for the future.

Impact on Business Operations

The company's mission and vision influence market expansion, such as in North America and Greater China, and the enhancement of direct customer engagement through the 'OneASICS' membership program. These efforts are all guided by the core principle of promoting holistic well-being.

Asics's mission and vision statements are pivotal in shaping its strategic decisions, driving growth and innovation while staying true to its founding philosophy. Explore how these elements can be further refined in the next chapter: Core Improvements to Company's Mission and Vision.

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ASICS's mission and vision statements, rooted in its 'Sound Mind, Sound Body' philosophy, are foundational to its identity. However, there are opportunities to enhance their clarity and forward-looking impact. Specifically, a more explicit and contemporary mission statement could better articulate ASICS's current purpose and target audience, aligning with industry standards where competitors often present more direct statements of their market position and unique value proposition.

Refine Mission Statement for Clarity and Contemporary Relevance

Developing a concise, standalone mission statement would clearly define ASICS's current purpose and beneficiaries. This would offer a more direct and contemporary business context compared to its current embedding within the broader founding philosophy.

Elevate Community Building in Mission and Vision

Explicitly integrating 'community building' into the mission or vision would better reflect ASICS's existing initiatives, such as its planned foundation in 2025 to enhance sports accessibility and its partnership with 'Right to Play'. This would resonate with consumers who increasingly value social impact and brand engagement.

Integrate Technological Advancement into Vision Statement

Framing how ASICS will leverage emerging technologies like AI and advanced data analytics to enhance personalized experiences and performance insights would position the company as a leader. This goes beyond current applications in product design and would solidify its competitive edge in a data-driven market.

Emphasize Sustainability and Ethical Practices

ASICS's commitment to sustainability, as seen in its VISION2030, can be further amplified. Highlighting specific goals, such as reducing carbon emissions by 50% by 2030 from 2015 levels, and detailing how its core values influence product development, such as using recycled materials, would strengthen its brand purpose and social responsibility narrative.

The core of ASICS's identity is its philosophy of 'Sound Mind, Sound Body,' which underpins its mission and vision. This philosophy translates into a commitment to creating high-quality products that support both physical and mental well-being. The company's vision, as articulated in VISION2030, focuses on creating quality of life through innovative products and services. This long-term strategy aims to achieve sustainable growth by focusing on key areas such as innovation, digital transformation, and sustainability. ASICS's corporate culture is deeply influenced by its founding principles, fostering a sense of dedication to athletic performance and personal betterment. The Growth Strategy of Asics emphasizes continuous improvement and a forward-thinking approach to market challenges.

The ASICS mission statement, in essence, is to contribute to society through the creation of quality products and the promotion of healthy lifestyles. This is deeply intertwined with its brand purpose and goals, which extend beyond mere product manufacturing to fostering a holistic approach to health and fitness. The company's vision for the future of sports involves empowering individuals to achieve their best, both physically and mentally. This vision is supported by a set of core values that guide its operations and decision-making.

ASICS's core values are the bedrock of its operations, influencing everything from product design to employee conduct. These values emphasize integrity, innovation, and a commitment to excellence. The meaning behind ASICS core values and their meaning is to ensure that the company acts ethically and responsibly in all its endeavors. Examples of ASICS core values in action can be seen in its dedication to research and development, its efforts to promote sports participation, and its focus on environmental sustainability. The importance of ASICS mission and vision lies in providing a clear direction and purpose for the entire organization, ensuring that all efforts are aligned towards common objectives.

The ASICS company purpose is to help people achieve a sound mind in a sound body. This purpose is reflected in its mission statement for employees, which encourages them to embody these principles in their work and personal lives. The company's vision statement for sustainability outlines its commitment to reducing its environmental footprint and promoting responsible business practices. This commitment is crucial in today's market, where consumers increasingly value ethical considerations and social responsibility. The ASICS company values and social responsibility are therefore integral to its brand identity and long-term success.

The ASICS mission statement and its impact on brand are significant, creating a strong connection with consumers who share similar values. The company's vision statement for innovation in footwear drives its continuous pursuit of advanced technologies and materials to enhance athletic performance. This focus on innovation is a key differentiator in the competitive sports apparel market. The ASICS mission statement in Japanese, 'Animo Sana In Corpore Sano,' directly translates to 'Sound Mind, Sound Body,' reinforcing the universality of its core philosophy.