- What led you to choose ASICS?
I wanted to leverage my experience in sports during my student years, so I knew I wanted to work for a sports brand. To be honest, I didn’t have a particular brand in mind when I applied to a few companies. However, after experiencing the company culture and interacting with the HR team, I was gradually drawn to ASICS. What ultimately convinced me to join was the company's vision for the future. The idea of creating a lifestyle where everyone can be fulfilled both physically and mentally through sports, as expressed in ASICS' philosophy, resonated deeply with me and still does to this day.
- What inspired you to choose a retail position?
I’ve always enjoyed interacting with people and talking to others, so I specifically chose to pursue a sales role. As someone who loves fashion, I often go shopping on my days off. What I’ve realized is that shopping in-store and engaging in conversation with staff while making thoughtful purchases offers a unique and enjoyable experience that online shopping just can’t replicate. I want to bring that same joy to customers. Although I had no prior experience in sales, diving into the role has been a valuable learning experience, and I truly feel that it enriches my life.
- What were you passionate about during your student life?
During my university years, I devoted myself fully to jazz dance and cheerleading. In particular, with jazz dance, I had the opportunity to compete in the world championships twice, winning once. It was a team event, performed with a group of about 20 dancers. What made it especially rewarding - and challenging - was that we didn’t rely on our instructor, but instead, we took initiative, brainstorming and discussing ideas, and creating our practice routines from scratch. This experience of working together as a team to create something unified is something I find parallels with in building a successful store.
- Can you describe your current job responsibilities?
I primarily handle customer service at the Onitsuka Tiger flagship store. While it’s essential to quickly provide customers with the products they’re looking for, there are times when popular sizes are out of stock, or when customers aren’t quite sure what they want yet. In such cases, I make it a point to engage in conversation, uncovering hidden needs, and suggesting items that align with their preferences. My goal is to ensure that every customer leaves satisfied.
What do you find satisfying about your current work? And what project has left a lasting impression on you?
I’ve always loved interacting with people, which is why I chose to work in retail. As much as I want to help customers find the perfect products, I also believe in taking the time to understand their needs. If a customer’s time allows, I’ll spend as long as 30 minutes engaging with them. What keeps me motivated is hearing, "I want to buy from you." Even if they don’t make a purchase right then and there, many customers return to the store and specifically ask for me. In today’s world, where anything can be purchased online, I truly enjoy the unique experience of interacting with customers in-store.
Our flagship store offers a full range of collections, including the 'Heritage Collection,' 'Contemporary Collection,' 'Nippon Made,' 'The Onitsuka,' and even 'Kids' lines. I strive to expand my product knowledge beyond my immediate responsibilities, enabling me to make unique recommendations that can only be found in our store.
What would you like to challenge in the future at ASICS?
There was a time, about three years into my retail career, when I found myself stuck in a negative loop. I had started contributing to the store’s sales, but I was struggling to sell products effectively, despite my efforts. It was a challenging time, and although there were no individual sales targets, the pressure of the store’s overall performance created anxiety. What helped me overcome this was a simple but powerful piece of advice from my manager: "Have fun!" I realized that the goal wasn’t just to sell shoes but to help customers enjoy their time in the store. When I stopped putting so much pressure on myself and focused on creating an enjoyable experience, I noticed better customer responses.
What is the work environment like at ASICS?
Our store has 15 employees, and we have a strong bond that extends beyond just work. It’s a friendly and collaborative atmosphere, but we also know when to focus and get things done. We have a clear distinction between our on- and off-duty moments. The team’s supportive structure makes it an easy place to work. When I first joined, I had no retail experience, so I relied heavily on my colleagues, who patiently and thoroughly taught me the ropes. Now, we are all working together to make our store the best in the world.
What kind of person do you think is well-suited for a retail position at ASICS?
Someone who isn’t constrained by rigid expectations and is proactive about enjoying the work. In retail, there’s no strict formula for success. You need to be adaptable, taking a customer-first approach. In fact, someone without previous retail experience might be better suited, as they can bring a fresh perspective. The key is to enjoy the job. If you’re passionate about talking with people and love ASICS products, there’s no challenge you can’t overcome.
- What are your future goals?
One of my immediate goals is to become an assistant store manager or store manager, helping shape the direction of the store. However, that’s just the next step. At ASICS, many store managers move on to roles at the head office, and I’ve started thinking about my future career path. Eventually, I’d love to be in a position where I can design shoes and expand ASICS’ presence in fields like jazz dance and cheerleading. Though European and American brands currently dominate those sectors, I’m confident that with ASICS’ technology and know-how, we can create something exceptional.
Note: The profile and interview content reflect the information at the time of the interview.
