ASICS Global eCommerce

Transitioning to a global eCommerce platform  

Objective & brief

Amaze was appointed by sportswear giant ASICS to deliver a global eCommerce solution 

Our main objective was to transition their global business to a direct-to-consumer model. Amaze was chosen on account of our ability to combine market leading technology with strategic, technical, creative and brand insights.

ASICS device showcase

Our Approach

We worked with ASICS as strategic digital advisors across technical, brand, creative and global implementation for the whole project.

As part of this remit we worked in partnership with ASICS Global HQ as well as their key regions - Japan, USA, Europe and Australia .

We also advised on ASICS' global brand platform and how it should be translated into the digital space in a consistent manner. In doing so, we have harmonised their digital presence and brought brand consistency to the user experience and product representation.

Creative Vision


The Solution

After initial consultation to create a technical framework, Amaze began to build the solution on the hybris eCommerce platform. This was then configured using hybris eCommerce accelerators with local integration hubs, templates and merchandising services.

A digital positioning and creative vision was also developed by Amaze in conjunction with ASICS Global HQ. Using this global digital template has enabled us to translate the brand to the digital domain and ensure worldwide consistency.

Asics Screen 1

Due to the size and nature of the project, Amaze led a consortium to bring appropriate technology, system integration and local delivery partners to the table. In addition to Amaze, other consortium partners include neoworks, the award-winning eCommerce software solutions provider, and hybris, the top-rated provider of omni-channel commerce software and Eat Creative, as a localisation partner in Japan. The project has seen the consortium working in partnership with ASICS’ global headquarters in Japan and closely with each of the company’s key regions.

Find out more about our hybris alliance and how we deliver world class global eCommerce solutions.

Continual enhancement programme

As a brand ASICS is fragmented across multiple markets, categories and target audiences. Whilst the US operation favours a focus on three to four key sports, Japan operates across an overwhelming range of categories operated by multiple business units. Beyond rolling out the global network of sites our role is to manage a continuous enhancements programme for the organisation.

Our enhancements programme focuses on improving the major trading areas of the global platform in line with user expectations and competitor offerings, also enabling marketing and customer services functionality.

The Amaze approach is rooted in insight and analysis. Central to our success on ASICS has been a combination of web analytics, expert analysis, competitor monitoring and regional consultations. These activities have helped us develop hypotheses, conceive features and build a guiding backlog.

Asics Screen 2


13 ASICS sites are now live, including Japan, USA, UK, Japan, Australia and Germany and the results have been great, including:



Uplift in overall site conversion


Uplift in revenue


Uplift in transactions