Asics Trading Co., Ltd. announced the discontinuation of four brands in its portfolio. The measure is part of a strategic review that aims to focus efforts on the main ASICS brand. The affected brands are AcureZ, RakuWalk, Lady Worker and Texcy Luxe, with sales ending on December 31st.
The company simultaneously begins the release of four new series directly under the ASICS brand. Essas lines seek to serve different consumer profiles who seek comfort and functionality in their daily lives. The change also includes the migration of part of the catalog to strengthen the company’s main identity.
Portfolio review drives new collections
The Asics Trading decision reflects efforts to simplify the trademark structure. With this, the company intends to optimize resources and improve the end consumer experience.
The new Pedala, Runwalk, Gelvis and Wellnesswalker series represent a focus on walking, wellness and casual use with familiar ASICS cushioning technology. The products in these lines are already being developed to reach the market in the coming months.
Texcy Luxe gains new life as ASICS series
The brand Texcy Luxe will receive different treatment after sales end in December. From February 2027, it returns as a series integrated into the ASICS brand, maintaining characteristics that won over the public.
This transition allows loyal customers to continue accessing familiar models, now with the full support of ASICS. The strategy avoids an abrupt loss of options in the more formal and comfortable footwear segment.
Changes affect Asics Trading’s online store
The official online store of Asics Trading will stop accepting new orders from September 30th. The complete closure of the platform will occur on October 31st, with accumulated points expiring after the end of the acceptance period.
All future product sales will be consolidated in the official ASICS online store Walking. Essa centralization facilitates the purchasing process and unifies customer service in a single digital environment.
Consolidation of sales at ASICS Walking
The migration of sales to the ASICS Walking platform represents the new central point of distribution. Clientes who already have a registration at the old store must observe the deadlines for using points and making final purchases.
The company reinforces that the main objective is to offer greater practicality and variety under the ASICS banner, while maintaining the quality that characterizes the company’s products.
Details about the transition timeline
Asics Trading informs that the discontinuation will occur gradually until the end of the year. Consumers will still find inventory available in current channels over the next few months.
Asics Walking’s presence at international events, such as Pitti Uomo, demonstrates its continued commitment to innovation and expansion in the casual and performance footwear segment. The company continues to invest in the development of new models that meet demands for comfort and durability.
- The four discontinued brands end sales on December 31st.
- New series Pedala, Runwalk, Gelvis and Wellnesswalker debut under ASICS.
- Texcy Luxe returns as ASICS series from February 2027.
- Asics Trading online store closes orders on September 30th.