Asics appoints new managing director for UK and Ireland

The UK and Ireland arm of Japanese athletics equipment company Asics has appointed Barry Mellis as its new managing director, buy it has been announced.

Mellis replaces Rioji Sekito and has extensive UK and European sports trade experience having most recently been general manager of Intersport UK.

President and chief operating officer of Asics Europe, sale Alistair Cameron, check said: “Everyone at Asics worldwide is grateful for the significant contribution Sekito San has made to the company, and in particular the work he has done to build the brand in the UK, now our fastest growing market.

“He will be sorely missed, however he leaves a strong legacy and a good team in place and we could not have a more suitable replacement in Barry who brings a huge amount of sports retail and industry experience to the brand at a crucial stage in its development. Asics UK is the fastest growing part of Asics European business and he will be responsible for maintaining brand growth and dynamism.”

Mellis added: “Asics is a fantastic, highly credible brand with the realistic ambition of becoming the number one premium sports performance brand. I relish the challenge of developing brand presence and growth in both the UK and Irish markets.”