ASICS The major Japanese sports brand beloved by runners worldwide announced the full acquisition of Thaidotrun Co., Ltd., also known as ThaiRun, Thailand's top provider of comprehensive running event systems using advanced technology, expanding the runner ecosystem and linking Thailand's system with the global running network.
On 20 Nov 2023, ASICS officially disclosed details of its 100% acquisition of ThaiRun, without revealing the purchase price. The deal is expected to complete between April and June 2026. This transaction aligns with the group's mid-term strategic plan for 2026, focusing on expanding the running ecosystem.
The main objective is to elevate the ASICS brand experience, which is a foundational leader in the running industry, by offering digital services connected to running events, including personalized services to support runners in achieving their goals and fully developing themselves.
ThaiRun is Thailand's largest provider of running event registration systems and related services, having established itself as the country's number one comprehensive running event platform with the highest user base.
What makes ThaiRun stand out is its development of digital services and AI-based photography systems at running events, utilizing facial recognition technology developed in-house. This system has been implemented in multiple countries, including over 200 events in Malaysia, as well as events in Indonesia and Japan.
ASICS stated in its report, “Thailand is one of our high-growth markets. We believe this acquisition will enable us to expand access to Thai runners and strengthen the running ecosystem. Additionally, it will accelerate brand communication enhancement and increase product awareness.”
According to information from Facebook:ThaiRun, the hub of runner happiness,explained that this represents an opportunity for the Thai running platform to grow globally. ThaiRun will become part of the same corporate group as Race Roster (Canada), Register Now (Australia), Njuko (France), and RUNNET (Japan), helping to integrate into the global running event ecosystem, linking running events in Thailand and Southeast Asia with the worldwide runner network.
Additionally, this will significantly strengthen the system in terms of data management, multi-currency support, and event management with higher standards, creating opportunities for race organizers in Thailand and the region to attract more international runners to events locally and regionally. ThaiRun stated
that ASICS today is not just a sports equipment brand but also has its own platform called OneASICS, a digital strategy that connects all services for customers in one place to provide personalized experiences. It also connects with the Running Ecosystem, a comprehensive service system supporting runners at every stage—from race registration and training to race week.
With this acquisition, ASICS aims to expand and connect running platforms across regions including North America, Europe, Japan, Oceania, and Southeast Asia, while improving runner services by expanding the running ecosystem and digital offerings.
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