Every year, when the first rays of the Australian summer sun shine, the new tennis season is booming. The Australian Open, the first Grand Slam tournament of the year, kicks off in early January, and is undoubtedly the highlight of global tennis, and the perfect stage for brands to showcase their innovative prowess and top stars to showcase cutting-edge gear.

On the occasion of the 2025 Australian Open, a grand "ASICS Tennis Summit" tennis summit opened a new chapter for the brand in Melbourne. The event brought together hundreds of media elites and opinion leaders from all over the world to witness the shocking debut of the new generation of high-tech tennis shoes GEL RESOLUTION X.

The new GEL-RESOLUTION X was unveiled, and the performance was upgraded again

Mitsuyuki Tominaga, President, Chief Operating Officer and Representative Director of ASICS

ASICS brand ambassador Musetti

The launch event was held at the prestigious Kujan Tennis Club, which is home to a rich tennis culture and features three classic court types: grass, clay and hard courts, and was once one of the venues for the Australian Open. The event was full of stars, and ASICS signed athletes such as Djokovic, De Minaur, Musetti, Čurić, Paulini, and Zhang Shuai appeared one after another. Whether it is a famous player who has been working with the brand for a long time, or a player who has recently joined the brand family, they all share their moving stories with ASICS, praise the design ingenuity and excellent user experience of the brand's products, and also express their eagerness to start the Australian Open journey.

ASICS ASICS GEL-RESOLUTION X

Since ASICS launched the GEL-RESOLUTION series in 2007, the series has won the favor of countless consumers around the world with its excellent protection and stability performance. The newly upgraded GEL-RESOLUTION X has achieved a leap in comfort on the basis of the original advantages, providing a solid guarantee for the player's accurate defense and strong return of the ball on the bottom line.

THE GEL-RESOLUTION X IS EQUIPPED WITH FF BLAST & PLUS ECO CUSHIONING, WHICH IS SPECIALLY TUNED FOR TENNIS TO PROVIDE THE ULTIMATE IN COMFORT FOR THE PLAYERS' FEET DURING THE HEAT OF MATCHING. AT THE SAME TIME, THE CUSTOMIZABLE DYNALACING DYNAMIC LACE SYSTEM FURTHER ENHANCES THE SUPPORT AND WRAPPING OF THE SHOE. THE NEW DYNAWALL TECHNOLOGY EXTENDS FROM THE OUTSIDE OF THE BALL TO THE HEEL, PROVIDING PLAYERS WITH EXCEPTIONAL SUPPORT AND STABILITY DURING CRITICAL MOVEMENTS SUCH AS STEERING, HELPING THEM NAVIGATE THE PITCH WITH AGILITY.

ASICS Europe Core Performance Sports Category

Rene Zandbergen, Senior Merchandising Manager

In the on-site product explanation session, Rene Zandbergen, Senior Manager of Core Performance Sports Commodities at ASICS Europe, praised GEL-RESOLUTION X as "the most comfortable stability tennis shoe", and said that it can meet the needs of different levels from top stars to amateur tennis enthusiasts, which is enough to show his confidence in this tennis shoe. In addition, he also shared the behind-the-scenes development story with all tennis reporters, and the team put a lot of effort into creating this ingenious work, which took about two long years to polish.

GEL-RESOLUTION X IS PARTICULARLY UNIQUE IN THE AUSTRALIAN OPEN WITH ITS UNIQUE COLOR SCHEME, AND IT IS EXPECTED THAT IN THE FUTURE, ASICS WILL ALSO LAUNCH MORE NOVEL COLORS ACCORDING TO THE CHARACTERISTICS AND NEEDS OF DIFFERENT SEASONS SUCH AS CLAY AND GRASS, SO AS TO CONTINUE TO SURPRISE CONSUMERS AND MEET EVERYONE'S DIVERSE AESTHETIC NEEDS.

During the summit, ASICS also joined hands with the University of Melbourne Tennis Club, a biomechanics research partner, to invite guests to participate in practical tests, deeply experience the brand's latest innovations, and experience the comfortable sports experience brought by the new generation of products in an all-round way. In addition, ASICS has also carefully prepared a series of colorful Australian cultural experience activities, so that guests can appreciate the charm of the brand while also deeply experiencing the local customs.

Advocate the concept of "good activity, good and vivid", and focus on the mutual promotion of body and mind

The word ASICS is derived from the Latin acronym "Anima Sana in Corpore Sano", which means "a sound mind in a healthy body". On the basis of the core concept of "sound mind, sound body", this year ASICS put forward the concept of "move your body, move your mind", that is, the global brand theme activity concept of "good movement and vividness".

This philosophy profoundly reveals the close connection between exercise and physical and mental development: active exercise stimulates physical vitality, which extends to the spiritual level, gives people a sense of accomplishment in challenges and breakthroughs, builds tenacity and self-discipline, frees them from worries and stresses, and lives with optimism. On the contrary, a positive mental state will drive people to take the initiative to exercise, forming a virtuous circle in which the body and mind promote each other.

ASICS hopes to inspire sports enthusiasts around the world to devote themselves to sports more enthusiastically, regard it as a way to pursue inner growth and enrich life experience, explore the joy of sports, and open a new sports lifestyle. This reflects the brand's concern and commitment to the physical and mental health of consumers, demonstrates its pursuit of promoting a healthy life philosophy, helps to establish a deep emotional bond with consumers, and conveys humanistic care and brand charm.

At the professional level, ASICS cares for its contracted players in an all-round way, especially their mental health. The brand has built a professional psychological counseling and counseling system, so that players can get help at any time in high-pressure matches and complex public opinion environments, deal with psychological challenges, jointly resist online violence, and alleviate psychological trauma.

ASICS brand ambassador Zhang Shuai

ASICS' support of players throughout his career has been evident in the brand's long-term commitment to the brand's long-term commitment to the brand's ongoing commitment to the player, who has taken a break from tennis due to childbirth. When China's Jinhua Zhang Shuai's career fell into a trough, the brand decisively renewed the contract, gave her spiritual support, accompanied her to explore ways to break the game, and finally successfully got out of the predicament. ASICS has demonstrated the deep friendship with athletes that transcends business with practical actions, and has become a solid backing for them to help players make steady progress on the road of tennis.

Deeply cultivate the Chinese market and help the development of tennis

Gary Raucher, Director of Global Marketing, ASICS

In an interview with All Tennis, Gary Raucher, Global Marketing Director of ASICS, pointed out that the Chinese market occupies a pivotal position in the brand's global layout and contains huge development potential. Tennis is in a booming stage in China, and as outstanding Chinese players like Zhang Shuai continue to achieve good results in the international arena, more and more Chinese people have begun to understand and devote themselves to tennis, which will undoubtedly strongly promote the prosperity and development of the tennis footwear and clothing market.

As early as 2022, ASICS independently founded the ASICS Youth Tennis Tour, a special IP event, and is committed to building a professional and high-quality event platform for Chinese junior tennis players. As the organizer, ASICS has always put the upgrading and optimization of the event experience in the first place, and has spared no effort to provide professional event organization and intimate participation services for domestic young tennis enthusiasts for three consecutive years. In 2024, the tournament will be successfully upgraded to a Class B event of the "China Youth Tennis Points Tournament", and the influence of the event has been significantly enhanced. This year, for the first time, the Tour has added a Guangdong-Hong Kong-Macao branch tournament, joining hands with the Tennis Association of Hong Kong, China and the Tennis Association of Macau to jointly contribute to the development and exchange of youth tennis in the Guangdong-Hong Kong-Macao Greater Bay Area.

ASICS brand ambassador Novak Djokovic

During the 2024 Shanghai Masters, ASICS contract player Novak Djokovic returned to China after a five-year hiatus. During this period, he made a surprise appearance at the ASICS Shanghai flagship store and had a cordial interaction with the representatives of Chinese junior players from the junior tennis tour. With his extensive experience and professional knowledge of tennis, Djokovic cheers on young players and inspires them to pursue their tennis dreams. With Djokovic's outstanding influence in the field of tennis, ASICS has further expanded the scope of the brand among Chinese tennis enthusiasts, injecting new vitality into the popularization and development of tennis in China.

On the stage of the 2025 Australian Open, ASICS not only demonstrated its excellent product innovation capabilities, but also deeply interpreted the core concept of the brand through a series of activities, demonstrating its firm support for the development of global tennis and its great attention to the Chinese market. In the future, ASICS will continue to bring more high-quality sports products and services to consumers around the world, helping people achieve all-round physical and mental development through sports.

(Text: Felix)