Cira Lô, a former professional handball player as goalkeeper, is now Responsible for CPS marketing activations (tennis, padel, handball, volleyball) in ASICSShe comes back for Padel Magazine on the brand's overall strategy around padel, its long-term ambitions and the growing place of this discipline in the sporting landscape.

ASICS and padel: a rapidly expanding discipline

ASICS already has a strong presence in tennis and running. What role does padel currently play in the brand's overall strategy?
For the brand, padel is perceived as a emerging practice, increasingly popular. It is an activity accessible and fun, which allows us to reach audiences far removed from traditional sport — which fits perfectly with our strategy.

Padel is a rapidly growing sport, particularly in Europe and France: how is ASICS supporting this development?
Padel is often played with unsuitable products, which can impair performance or cause injuries. We want reaffirm padel as a sport in its own right, which requires a specific technical equipment. This is why we have developed a dedicated range, designed to offer optimal stability and mobility.

What concrete investments are you making to accelerate in this market?
First, we capitalize on our technical know-how in order to offer products specifically developed for padel, and not just tennis variations. Then, we collaborate with the key players in the ecosystem : specialist retailers, partner clubs and dedicated media such as Padel Magazine.
We also launched the "Padel Nights”, discovery evenings in a Parisian venue intended for personalities from all walks of life. Finally, we support top players as Miguel Yanguas, Jorge nieto ou Jessica castello, as well as around ten emerging talents across Europe.

Products and innovation: padel at the heart of technical development

What are the major product innovations in the padel range?
On shoes are the heart of our innovations. In December, we will launch a new padel shoe offering a speed advantage, a breathable mesh and specific outsole, designed for explosive players like Coki Nieto. We also offer a matching textile range, adapted to the demands of modern padel.

How do your models differ from tennis shoes?
Grip is the main difference. We designed a specific outsole at padel with:

  1. diagonal chevrons for optimal grip
  2. La X-Groove technology in the forefoot for more flexibility
  3. Two pivot zones for smooth rotations

Are you planning to expand your range to other products?
We remain focused on the shoes and textiles, where we bring a real technical added value. We work with our athletes to constantly improve our products, in order to offer the best possible range at all levels of practice.

An approach adapted to each market

Is ASICS aimed more at professional players or amateurs?
Join let's adapt our communication to the degree of maturity of the marketIn Spain, where padel is already very developed, we collaborate with renowned athletes. In France, we still favor the base development and support for practitioners.

The development of padel in France

How do you see the evolution of padel in France?
Padel is in booming and this professionalised. The appearance of high-level structures such as Vichy National Center for National Education is proof of this. We also observe the emergence of a new generation of players, better supervised and more competitive. These developments contribute to the creation of a true high-level culture.

What are the priority areas for the French market?
First, support popularization sport through events and influence. Then, promote its rise to maturity, notably through the professionalization of players and the development of structuring partnerships with major athletes and tournaments.

Padel in the medium term

What are ASICS' ambitions for padel in the medium term?
We wish consolidate our leadership on the premium segment and contribute to sustainable market growthThis will be a sign of maturity for the discipline.

Can padel become a major sport comparable to tennis?
It's a realistic ambition, even if tennis remains a sport historically rooted in France. Padel has a huge potential, but he must find his own way, without defining itself solely by comparison.

Has ASICS ever experienced similar development in another sport?
Yes, to some extent. launch of running in France in the 1990s presents similarities with what padel is experiencing today: an accessible, friendly sport, and in full structuring.

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