Business news : Asics enters the rugby market !

Johannesburg - The South African Rugby Union said Asics Corp. will replace Canterbury as the clothing and kit sponsor for the national side, the Springboks, and provincial teams from January 1.

The company, based in Tokyo, signed a six-year agreement with SARU, Mark Alexander, deputy president of the nation’s rugby governing body, said in a presentation in Johannesburg today.

The Asics deal will cover the Rugby World Cup in 2015 and the tournament in 2019.

The Japanese company competes with Adidas AG and Nike Inc and sponsors running in France, Australia, the Netherlands and Italy.

Absa, the South African bank controlled by Barclays Plc, which was renamed Barclays Africa Group Ltd. on August 2, is the main sponsor for the national team.

“Asics has made a strategic decision to make the sport of rugby a priority,” Alistair Cameron, Asics’s head of Europe, Middle East and Africa, said.

“The Springboks are one of the most important assets in the sporting-goods world. We want to build the brand awareness together.”

Asics is also considering setting up factories in South Africa, he said.

The Springboks, which won the World Cup in 1995 and 2007, is currently the ranked second behind New Zealand’s All Blacks, according to the International Rugby Board. - Bloomberg News 

About Asics

ASICS is at the forefront of the world performance sports market as undisputedly the leading running shoe brand for enthusiasts and professional athletes alike. Whether at professional sporting events, the Olympics or an everyday run around a park, ASICS is the runner’s choice, providing comfort, support and a superior ride. The recent 10-year anniversaries of its two leading, award-winning shoes, the GEL-NIMBUS and GEL-KAYANO, demonstrate the longevity and affection by which the brand is held in the eyes of sportspeople across the globe.

Beyond the running arena, ASICS has made further strides in development. The revolutionary ASICS Rugby and Football range incorporates injury prevention technologies, a first in these sports. ASICS is unmatched for technical superiority and rigorous quality. These standards have put the company in good stead since 1949 and will remain hallmarks of the brand as it innovates and develops well into the 21st century.

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