Asics has opened its 150th store in India, a 1,508 sq. ft. outlet at Pacific Mall in the Mansarovar area of Jaipur, and the Japanese sportswear brand has tagged it as its third company-owned, company-operated (COCO) location in the country.

The milestone gives Asics a visible marker in one of Asia's most contested sportswear markets, where it competes against Nike, Adidas, Puma and domestic challengers for share in performance running and lifestyle categories. India now accounts for a meaningful block of the brand's regional footprint, though the company did not disclose how the 150 doors split between COCO locations and partner-operated franchise stores.

What does the Jaipur store carry?

The new outlet stocks the full breadth of Asics' India assortment:

• Performance running footwear
• SportStyle product
• Core performance sports lines
• Apparel

The store also carries Asics' global retail concept design and its Foot ID fitting service, bringing the Jaipur location in line with the brand's international store standard rather than a localized format.

Why does the COCO count matter?

Three company-owned doors out of 150 signals that the overwhelming majority of Asics' Indian network runs through partner retail. For suppliers and sourcing teams, that mix shapes order profiles: franchise partners typically buy through distributors with seasonal depth, while COCO stores allow a brand to test full-price sell-through, merchandising concepts and service formats such as Foot ID under direct control.

Jaipur, a tier-two market by most Indian retail classifications, shows Asics pushing beyond the metros where global sportswear brands historically concentrated. Mall-based expansion into cities like Jaipur reflects the channel shift that apparel vendors across India have reported as organized retail extends its reach.

What comes next?

Asics did not announce further store openings, investment figures or timelines alongside the Jaipur launch, so any read on the pace of the next 50 doors remains speculative. What is confirmed is the store count itself — 150 — and the brand's stated intent to keep building direct-operated capacity in India alongside its franchise network, a structure sourcing executives will watch as they plan capacity for the Indian market.