Asics is giving its elite athletes a place to call home when training for new challenges.
Based in Les Houches, near Chamonix, France, the new Asics Basecamp is the Japanese athletic brand’s first training base in the Alps and marks another chapter for its ongoing investment in trail running and its athlete support ecosystem.
Specifically created for the Asics trail team, the basecamp consists of a chalet that can host around 10 athletes at a time, offering a home away from home with direct access to some of the world’s most challenging trail running routes and an in-house gym.
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During their stay at the camp, Asics will offer athletes access to a team of local physios, medical experts and a data scientist who will provide the physical and mental care to help them feel and perform at their best, the company said.
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Asics added that the goal of this new venture is to “provide younger and elite trail runners with the premium training, recovery, and community they need to reach the next level without the steep financial burden.”
Santiago Martinez Ric, head of sports marketing at Asics EMEA (Europe, the Middle East and Africa), said the new camp reflects the brand’s “holistic approach” to performance and sports marketing.
“The Asics Basecamp has been created to support both the physical and mental wellbeing of our athletes,” Martinez Ric noted. “With the opening of the camp, we are expanding our commitment to the Asics trail team by creating a unique space that allows athletes to connect, prepare and ultimately thrive in one of the most inspiring locations in the world.”
Asics athlete Ben Dhiman added that training in a place like Chamonix “changes everything.”
“The terrain, the altitude, the energy – it pushes you in ways you can’t replicate anywhere else,” Dhiman said. “It’s not something all athletes can afford, but the Asics Basecamp now gives us the opportunity to fully focus on our training and recovery, while also connecting with our teammates and other trail lovers. Being present in the mecca of trail running is exactly what younger trail athletes, in particular, need to reach the next level.”
The news comes just days after Asics Corporation noted that the company saw overall net sales of 270.3 billion yen (about $1.71 billion) for the first quarter of 2026, up 29.7 percent from 208.3 billion yen (about $1.32 billion) in Q1 2025. Profit in Q1 grew 36.5 percent to 60.8 billion yen, up from 44.5 billion yen the same time last year.
In North America, Asics reported net sales grew 23 percent to 48.2 billion yen (about $305.2 million) in the period, up from 39.1 billion yen (about $248.0 million) the same time the prior year due to the strong sales in all categories.