【2026进博会】ASICS 亚瑟士

ASICS 亚瑟士｜第九届中国国际进口博览会展台｜2026 年 11 月 5 日–10 日｜上海 国家会展中心 消费品展区

第九届中国国际进口博览会于 2026 年 11 月 5 日至 10 日在国家会展中心（上海）举行，消费品展区按家电家居、美妆日化、时尚潮流、体育户外四个板块布展。对 ASICS 亚瑟士来说，这一届的时间点很特殊：品牌 2006 年进入中国市场，2026 年正好是第二十个年头；这也是品牌连续第七年参展。二十年与七届展会叠在同一座展台上，展台要回答的问题就不再是「摆多少双鞋」，而是怎样把一段在华发展史讲成一条可以走完的路线，再把 2027 年「YEAR OF CHINA」的新篇章接在后面。

展台被做成一列向前行驶的「新势线列车」。入口处是「ASICS EXPRESS」的站牌与「EXPRESS STATION」，品牌历史墙作为始发站，沿展陈动线把品牌诞生、国际赛场上的成绩、扎根中国市场的节点依次排开。往前走，车厢一段是签约运动员的成长故事与励志引言，另一段交给 ASICS CHOJO CAMP 训练基地与训练体系，以及品牌手里的赛事资源；墙面以海拔标尺的形式标出 1800 至 1850 米的刻度，把「向巅峰而行」这句源出创始人鬼塚喜八郎的话落成可读的数字。列车末端挂着北京 2027 年世界田径锦标赛的邀请函，作为赛事官方赞助商，品牌把下一程的车票直接递到观众面前。整条动线用「EXPRESS STATION」「BLAST CHARGING ZONE」「GATHERING STATION」三个站名分段，结尾一段落下「把并肩的每一步，带去下一程」，把观众从观看者变成同行者。

产品按跑步与行走两条线铺开。跑步线的缓震系列以 GEL-NIMBUS 29 为代表，用一组 3D 立体云朵做沉浸式展陈，把「缓震」这件看不见的事翻译成一种可以走进去的体感；回弹系列把 MEGABLAST、SONICBLAST 2、SUPERBLAST 3、NOVABLAST 6 四款放在同一区域，靠中底科技与结构差异讲清不同训练场景的取舍。行走线是本届的核心新品：诞生于 1983 年的 ASICS WALKING 亚瑟士步履系列迎来中国市场线下首秀，PEDALA 都市轻履、BUSINESS 商务绅士、WELLNESS WALKER 运动休闲、LIFE WALKER 舒适轻行四个系列分列，指向健步、商务、日常与旅行四类需求。该系列 2026 年 9 月已开出线上旗舰店，线下门店在计划之中。展台另设互动体验区，观众可以现场做帆布包 DIY，也能领到每日限量的展台徽章。

这套安排把品牌想说的三层信息排出了先后：二十年是回望，步履系列线下首秀是当下，北京 2027 年世锦赛与「YEAR OF CHINA」是下一程。对进博会这样的国家级开放平台，展台同时承担展示与沟通两件事——历史墙负责让人停下来读，产品区负责让人上手试，互动区负责把停留时间拉长，徽章与帆布包则把现场经验带出场馆。品牌方在开幕时表示，2027 年将进一步加大对中国市场的投入，提升本土创新能力并扩展零售网络。就现场而言，一列可以走完的列车，比一排排货架更适合交代这件事：观众顺着动线走一遍，品牌在中国做过什么、正在做什么、接下来要做什么，就都有了位置。

The 9th China International Import Expo (CIIE) ran from 5 to 10 November 2026 at the National Exhibition and Convention Center in Shanghai, with the consumer goods halls organised around home appliances, beauty and personal care, fashion, and sports and outdoor. For ASICS the dates carried a double weight: the brand entered the Chinese market in 2006, making 2026 its twentieth year in the country, and this was its seventh consecutive CIIE. Twenty years and seven editions sat on one stand, so the brief was less about how many shoes to display and more about turning a two-decade history into a route a visitor could physically walk, then handing that route over to the next chapter, announced as the 2027 "Year of China".

The stand was built as a train moving forward. A signboard reading ASICS EXPRESS and EXPRESS STATION marks the entrance, where a brand history wall acts as the departure platform: the founding, the results on international tracks, and the milestones of building a business in China are laid out along the visitor route. Further in, one carriage carries the stories and quotes of contracted athletes, another is given to ASICS CHOJO CAMP, the brand's high-altitude training base and system, together with the race properties it owns or supports. A height scale on the wall runs from 1,800 to 1,850 metres, turning Choujo, the founder Kihachiro Onitsuka's phrase for striving for the peak, into numbers a visitor can read. At the far end hangs an invitation to the World Athletics Championships Beijing 2027; as an official sponsor, the brand hands the ticket for the next leg directly to the audience. The route is divided by three station names, EXPRESS STATION, BLAST CHARGING ZONE and GATHERING STATION, and closes on a bilingual line about carrying the community's steps into the next journey, which turns spectators into fellow travellers.

Products were arranged along two lines, running and walking. On the running side, the cushioning family was led by GEL-NIMBUS 29 and staged inside a cluster of three-dimensional clouds, an immersive set that translates cushioning, something invisible in a photograph, into a space people can step into. The rebound family gathered MEGABLAST, SONICBLAST 2, SUPERBLAST 3 and NOVABLAST 6 in one zone so that differences in midsole technology and structure could be read against different training needs. The walking line carried the core launch: ASICS WALKING, a collection born in 1983, made its first offline appearance in China, with PEDALA for city wear, BUSINESS for formal settings, WELLNESS WALKER for active leisure and LIFE WALKER for everyday comfort covering walking, work, daily life and travel. The line opened an online flagship store in September 2026, with physical stores planned. An interaction zone invited visitors to customise canvas bags and to collect a daily-limited booth pin.

The arrangement set a clear order for the brand's messages: the twenty years look back, the walking line's offline debut speaks to the present, and Beijing 2027 together with the Year of China points forward. At a national platform such as CIIE a stand has to display and to explain at the same time. The history wall gives people a reason to stop and read, the product zones invite them to try, and the interaction area stretches the time they spend; the pins and bags carry the visit out of the hall. Speaking at the opening, the brand said it will increase investment in China in 2027, strengthen local innovation and expand its retail network. On the floor, a train that can be walked end to end makes that argument more convincingly than rows of shelving: by the time a visitor reaches the last carriage, what ASICS has done in China, what it is doing now and what comes next all have a place to sit.

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