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The ASICS Flagship Store Amsterdam offers a range of unique
facilities. It is the first location in Europe, and only the second in
the world (after the ASICS Store in Tokyo) to integrate the ASICS
Running LAB concept into a store setting. In addition to these
exceptional measurement systems, the store also offers numer-
ous innovative and exclusive services, as well as ASICS’ en-
tire performance collection, within its 600m² environment. The
unique store concept offers the ASICS Running LAB, ASICS
FOOT ID, ASICS Running Club, a Run Better Area (with informa-
tion about running, technologies and my ASICS - an online per-
sonalised training program), a sales area for footwear, apparel
and accessories, and a showroom. Enjoying a prime location in
Amsterdam, the ASICS Flagship Store is situated adjacent to
the city’s ‘running culture’ centre, the Vondelpark. The store is
staffed by passionate runners, who have been specially trained
at ASICS’ headquarters and the Institute of Sport Science in
Kobe, Japan.
ASICS Flagship Store Amsterdam
The ultimate Performance Store
ASICS FOOT IDDeveloped by the ASICS Institute of Sport Science in Kobe, Japan, the
ASICS FOOT ID is a high-tech system that helps runners find the right
running shoe. Using 3D Foot Mapping technology and a video gait
analysis, it combines a static and dynamic measurement to ensure
runners have a shoe that fits their biomechanical profile perfectly.
Static FOOT ID: 3D Foot Mapping
In order to map the characteristics of the foot, the 3D Foot Map-
ping System uses both lasers and micro cameras. The results
are then compared against a database comprising all possible
foot sizes and shapes to find the perfect-fitting running shoes.
Once the foot scan is complete, ASICS’ staff will review every
aspect of each foot. To gauge which shoe fits the best, the
screen shows a 3D reproduction of the foot that consists of 43
different markers and 22 calculation points. The FOOT ID meas-
urements include, among other things, the foot’s length, fore-
foot’s circumference, heel width, instep height, arch height and
the arrangement of the toes.
Furthermore, the foot type and alignment of the Achilles tendon
can also be measured, as it is currently the most precise static
measuring system available.
The extensive knowledge obtained from the foot scan not only
enables runners to find the right running shoe, it can also help
them find the cause of any recurring injuries.
Dynamic FOOT ID: Gait Analysis
A gait analysis provides essential information about one’s running
style. This information is valuable because, no matter how long some-
one has been running, the right footwear can only be chosen when
they know their running style. Good running shoes are important as
they help maximise running performance and minimise the risk of in-
jury, such as painful shins and joints.
The main focus of gait analysis is to measure the degree of pronation.
Pronation is the way the foot tilts, either inward or outward, when
walking or running. A gait analysis matches the degree of pronation
with the correct shoe type so as to counter-balance overpronation or
underpronation, thus helping to reduce the risk of injury and improve
running efficiency.
The ASICS FOOT ID analysis takes around 20–30 minutes and costs
€20, or is free with the purchase of any running shoe.
ASICS Running LAB
De Running Ability Measurement
ASICS’ Running Ability Measurement is one of the most advanced
systems for measuring running characteristics. The ASICS Flagship
Store Amsterdam is the first location in Europe to provide this serv-
ice to consumers which, to date, has only been available to profes-
sional athletes at the ASICS Institute of Sport Science in Kobe, Ja-
pan.
The measurement of a person’s running performance is based on
different criteria. Physical fitness, motivation and climate all have a
role to play. One of the most critical factors, however, is one’s run-
ning ability, which encompasses skeletal structure, muscle strength,
stamina and running technique. Having a better understanding of
one’s particular running ability can help improve performance and
realise personal goals.
What is measured?
A. Foot shape, leg alignment and body composition Understanding one’s foot shape is vital when it comes to choosing
the right running shoes that will enhance running performance and
help avoid running injuries. A 3D foot scanner is used to take seven
measurements of the foot, including length, arch height, ball girth
and heel tilt. These results are compared with averages for that
particular person’s gender and age.
The alignment of the leg is measured in order to verify the arrange-
ment of a person’s lower leg bones as well as the range of motion
of their joints. The body composition measurement quantifies the
muscle mass and the level of body fat in order to calculate a fat
percentage.
B. Leg muscle measurementWhilst running, a force of approximately three times the body
weight is exerted onto each leg. It is vital therefore that the legs
are strong enough to carry this weight. The measurement of the
leg muscles is based on the kinetic state of the muscle (i.e. during
movement). Using a highly specialised isokinetic machine, the
force exerted while running can be measured against levers that
move at a constant velocity.
The muscle that flexes and extends the knee is especially impor-
tant in this test, as it ensures that the equilibrium point is not too
low at touch down, and that there is sufficient propulsion for toe-
off.
C. Running Technique AnalysisA person’s running technique is measured in order to give ad-
vice on performance enhancement and injury prevention. Meas-
urements include checking how the feet land (which part of the
foot touches down first), the degree of pronation, possible knee
instability, leg movements and hip position.
D. Aerobic fitness measurementAerobic fitness, measured in a VO2 test, is the most important
factor in determining a person’s running ability.
In scientific terms, VO2 is the amount of oxygen the body uses in
millilitres per kilogram of body weight per minute (ml/kg/min). Put
simply, a person’s VO2-maximum is equivalent to their stamina.
The aerobic fitness test consists of a continuous measurement of
one’s respiratory metabolism. This method of testing does not
require the person to reach a state of exhaustion; instead it evalu-
ates their aerobic fitness using an indicator known as Anaerobic
Threshold (AT). AT is the point at which the body switches from
aerobic to anaerobic metabolism. The results can also be used to
predict a runner’s marathon time.
The Running Ability Measurement at ASICS’ Running LAB takes
approximately 1.5 – 2 hours, and costs €200.
ASICS Running ClubThe ASICS Running Club is a new service that offers runners con-
venient facilities as well as free Running Clinics. The Running Club
area is equipped with lockers, showers and locker rooms with
hairdryers and a towel service.
Running Clinics
The Running Club organises free running events called ‘Running
Clinics’ where, under the guidance of an experienced trainer,
runners can improve their running performance. The Running
Clinics will be offered on a weekly basis on two levels: for begin-
ners and advanced runners.
Use of the Running Club facilities (lockers, changing room and
showers) costs €5 per visit.
Performance ProductsAs well as the full ASICS running collection, the ASICS Flagship
Store Amsterdam also stocks the following ASICS performance
ranges:
Kleding & Accessoires:AYAMi
Core Performance Running
Trail Running
Running Essentials
Inner Muscle
Top Impact Line
Schoenen:Running Performance
Running Active
Track & Field
Walking
Tennis
Hockey
Rugby
Outdoor
Indoor
Kids
SportStyle
ASICS stands for Anima Sana in Corpore Sano, meaning a sound
mind in a sound body. Since its launch in 1949, the company has
worked continuously with scientists, top athletes and coaches to
develop the best sportswear possible to help individual athletes
optimise their performance and minimise their chances of injury.
This constant endeavour to develop better sports products is em-
bodied by the ASICS Institute of Sport Science, which was
opened in Kobe, Japan in 1990. The institute consists of several
departments, each dedicated to specific tasks such as the analy-
sis of body movements, testing of materials and developing new
products.
Research, analysis and testing
Situated approximately 325km west of Tokyo in Kobe, the ASICS
Institute boasts more than 16,000m² of research facilities, in-
cluding a 350m all-weather athletics track, a basket- and vol-
leyball hall, and a variety of testing areas. The institute’s 200
employees focus mainly on studying and analysing the human
body and the way it moves, as well as the testing of various
types of material. All the work and research carried out at the
institute has one ultimate goal: to create the perfect conditions
in which professional and amateur athletes all over the world
can improve their performance so as to reach a higher level and
enjoy their sport.
ASICS Institute of Sport Science, Kobe ASICS Flagship Store AmsterdamStadhouderskade 23 a-b
1054 ES Amsterdam
+31 (0) 20 6892 455
Websitewww.asics.nl/amsterdamstore
Opening hoursMon: 12pm – 6pm
Tue: 10am – 7pm
Wed: 10am – 7pm
Thu: 10am – 9pm
Fri: 10am – 7pm
Sat: 10am – 6pm
Sun: 12pm – 6pm
PricesASICS Running LAB session: €200
ASICS FOOT ID: €20; free with purchase of
running footwear
Running Club facilities: €5 per visit
ASICS Flagship Stores globallyAmsterdam
London
New York
Tokyo
Harajuku
Taipei
FacilitiesASICS Running LAB
ASICS FOOT ID
ASICS Running Club
Run Better Area
ASICS Performance Products
Floor space600 m²
Interior designThe store design has been developed in
conjunction with Japan-based design agency
Formation, and British agency Wests.