ASICS: INNOVATION AND PERFORMANCE

In the vibrant tapestry of Sri Lanka’s footwear sector, one name shines brightly as a leader of excellence – DSI, marketed by D Samson and Sons. For over 25 years, this pioneering company has proudly held the distinguished title of Sri Lanka’s No.1 footwear brand, capturing the hearts of consumers with unwavering dedication to quality, innovation and unparallelled customer care.

At the core of DSI’s success lies a commitment to reimagining premium footwear. With foresight and discernment, the company has meticulously selected and curated the ASICS collection to meet the diverse preferences of Sri Lankan consumers.

Armed with exclusive authorisation to showcase the prestigious ASICS brand, D Samson and Sons has yet again redefined the landscape of sportswear in Sri Lanka. Offering specialised shoe collections tailored for runners, performance runners, athleisure wear and core performance sports, ASICS presents a versatile range that caters to athletes and fashion conscious individuals alike.

ASICS has been developing sports footwear and apparel for more than 50 years. During this time, innovation has been key to the introduction of its design philosophies that have revolutionised the world of sports. The ASICS brand stands as a significant addition to cater to a diverse customer base as DSI continues to elevate the standards of sportswear and fashion in Sri Lanka.

‘ASICS’ is an acronym for the Latin phrase ‘anima sana in corpore sano,’ which translates to ‘a sound mind in a sound body.’ This ethos echoes ASICS’ consistency, innovation, and commitment to quality and authenticity.

The brand takes a fundamentally different approach to design technology and innovative development in the footwear segment. This commitment is fuelled by the ASICS Institute of Sport Science (ISS), the brand’s dedicated research and development powerhouse.

ISS comprises a global team of scientists and athletes who delve deeply into the human form, movement patterns and physiology. All material chosen undergoes a rigorous testing process, not only within ASICS Laboratories but also in real world scenarios by actual runners.

At its research and development centre in Kobe, Japan, scientists work in close collaboration with male and female athletes with an innovative approach, which has been central to its key objective: producing innovative sports product solutions and technologies to help athletes and active consumers achieve their goals.

Technologies such as the core GEL cushioning system and FLYTEFOAM are renowned for enabling the most comfortable and performance enhancing footwear and apparel in the market for athletes and active consumers alike.

To further elevate its quality assurance measures, ISS imparts ASICS with expertise in biomechanics and sports science disciplines for the primal balance of comfort, support and durability in all products.

Some of the most popular ASICS shoes are the GEL-KAYANO, which incorporates ASICS’ latest FLYTEFOAM tech cushioning for a lightweight, responsive ride and offers exceptional stability.

The NOVABLAST 4 was designed for the recently concluded TCS World 10K Bengaluru run and prioritises a dynamic, energetic ride. Its FF BLAST PLUS cushioning with botanical geometries delivers a propulsive feel, ideal for propelling runners faster over shorter distances.

The NIMBUS 26 is the most comfortable ASICS shoe with a plush underfoot to help you feel like you’re running on clouds while the GEL-CUMULUS 26 is a neutral everyday trainer that’s designed to improve your underfoot cushioning experience. It’s engineered mesh upper helps provide advanced breathability and comfort without the need for traditional overlays.

ASICS has also engineered special systems and technologies such as the ASICS 4D Guidance System, which provides stability and aids with pronation. It has evolved into the Adaptive 4D Guidance System for a more personalised experience.

Meanwhile, its 3D Foot ID technology is offered exclusively in ASICS stores, and provides a 3D foot scan to analyse foot shape, pronation and gait to recommend the perfect shoe fit for each customer.

In addition to the ASICS brand, DSI is the authorised seller for premium international brands such as Puma, Adidas, Reebok, Fila, U.S. Polo Assn, Modare, Vizzano, Clarks, RedTape, Von Wellx and others within its brand portfolio.

ASICS’ exclusive brand outlets have been strategically located in the upscale One Galle Face Mall since 2020 and at Maitland Crescent since 2021. DSI has solidified its reputation as a destination for sports enthusiasts and style connoisseurs.

As the unrivalled leader at the forefront of the footwear sector, DSI, marketed by D Samson and Sons, epitomises innovation and a customer-centric approach. A proud Sri Lankan company, DSI is deeply committed to enhancing the performance of local athletes, contributing to the triumphs and accomplishments of sportsmen and sportswomen across the nation, underscored by a strong reputation for excellent customer care.

– Compiled by Yamini Sequeira

 

COMPANY DETAILS

Telephone: 2148400 | Email: info@dsisamson.com | Website: www.dsifootcandy.lk