Asics has joined forces with New England-based retailer Marathon Sports to open a first-of-its-kind concept store for both brands in Boston.

Located at 299 Newbury Street, the new Asics Run Shop is designed to serve the storied Boston running community, the company said.

The shop brings together Asics footwear and apparel alongside a highly curated selection from Marathon Sports — including nutrition, insoles, wearable electronics, and eyewear. Beyond product, the store features multi-brand history storytelling, in-depth product education, and Marathon Sports’ signature tailored fitting process.

Cat Ayers, vice president of marketing for Asics America, said in a statement that opening the doors of the Asics Run Shop with Marathon Sports this week “signifies an incredible moment for our brand and longstanding partnership.”

“We look forward to showing up for the running community year-round and through all conditions as we champion community and connection for runners,” Ayers said.

The exec noted that the store will host weekly group runs, New England specific event training programs, special events, and product launches in order to deepen the brand’s connection to the community.

“Great partnerships are built on trust and alignment,” Ben Cooke, president of Marathon Sports, added. “Asics has been exceptional across leadership, product innovation, and their unwavering commitment to the specialty channel. This community centric retail concept extends a series of collaborations that strengthen both brands’ relationship with the customer by creating something new. We look forward to celebrating on Patriots Day and vow to bring the same level of energy to Boston’s run community year-round.”

This news comes as Asics moved into a brand-new Americas headquarters in the New England city last year. In July, the company’s North American head office relocated to 179 Lincoln Street in Boston, and now occupies 43,721-square-feet of the new office building, which was a former shoe factory.

The new office followed the 2018 opening of the Asics Creation Studio, located at 125 Summer Street in Boston, which was home to nearly 100 employees at the time of opening, including members of the product design, marketing and commerce teams.

In its most recent earnings release, Asics noted that net sales in North America grew 5.8 percent to 141.1 billion yen (about $920 million) in fiscal 2025, up from 135.0 billion yen (about $880 million) in 2024. The company noted that this growth was mainly due to strong sales in sportstyle category even with the closure of unprofitable retail stores and strategically reduced e-commerce.

Koichiro Kodama, president and chief executive officer of Asics North America, said in a statement in February that the brand’s teams are committed to maintaining strong retail relationships.

“Asics has always been a leader in product innovation, and we were very pleased to see the marketplace respond so positively to the products we introduced this year across our categories,” Kodama said at the time. “As we look ahead, we are well positioned to build on our success across performance run, sportstyle and core performance sports. We are fully committed to continually improving our operational excellence to be the best-in-class brand in this industry.”