Rascasse Audience Intelligence

ASICS Target Market in Germany

A data profile of the people who buy, follow and care about ASICS in Germany — modelled from more than twelve digital signal sources. ASICS has an estimated audience of 3,092,161 people in Germany.

#6among Sportswear in Germany#246among Brand in Germany#105in Fashion & Accessoires

The average ASICS fan in Germany is 34.4 years old, balanced, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Sports, FIFA World Cup, Road running, with strongest over-indexing on Sports (1.62× the country average).

Demographically, the ASICS audience skews balanced with an average age of 34.4, and over-indexes on personality traits such as Early Adopter Mentality, Sports Activity.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical ASICS fan in Germany is balanced, around 34.4 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Sports.

Category: Fashion & Accessoires · Type: Brand · Subtype: Sportswear

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the ASICS profile in Germany.

Audience size
3.1M
in Germany
Gender
52.5%♀
47.5% male
Age
34.4
average years
Country rank
#2036
Brand in Germany
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of ASICS

52.5% are female, 47.5% are male, average age 34.4.

Fig. 02

Gender split

52.5%
Female
47.5%
Male
Demographic split for ASICS audience in Germany
MetricValue
Female52.5%
Male47.5%
Average age34.4
Estimated audience size3,092,161
Fig. 03

Age distribution

Ø 34.4
average years
Age distribution of the ASICS audience in Germany
Age bracketShare%
16-1929%
20-2927%
30-3918%
40-4915%
50+11%
Fig. 04

Worldwide distribution

4.7%

of the worldwide ASICS audience comes from Germany.

Worldwide audience distribution share by country for ASICS
CountryShare
United States18.4%
Japan9.8%
France5.8%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the ASICS audience in Germany is strongest.

Fig. 05

Top regions by affinity

ASICS customers by region in Germany
#RegionReachAffinity×
01Nordrhein-Westfalen~1M1.40×
02Hessen~300K1.29×
03Hamburg~90K1.28×
04Berlin~200K1.25×
05Baden-Württemberg~500K1.17×
06Rheinland-Pfalz~200K1.07×
07Saarland~40K1.07×
08Bremen~30K1.02×
09Bayern~500K1.01×
10Niedersachsen~300K0.95×
11Schleswig-Holstein~100K0.93×
12Brandenburg~80K0.82×
13Sachsen~100K0.79×
14Thüringen~50K0.67×
15Sachsen-Anhalt~50K0.66×
16Mecklenburg-Vorpommern~40K0.64×
Fig. 06

Affinity by region

Affinity by region — ASICS, Germany
0.64×1.00×1.40×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the ASICS audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for ASICS audience
#·InterestCategoryAffinity×
01PumaFashion & Accessoires4.77×
025K runSports4.58×
03Middle-distance runningSports4.54×
04Half marathonSports4.41×
05Road runningSports4.26×
06Sportswear (fashion)Fashion & Accessoires3.50×
07New BalanceFashion & Accessoires3.07×
08Sportswear (activewear)Fashion & Accessoires2.48×
09Men's FitnessSports2.36×
10IHF World Men's Handball ChampionshipSports2.33×
11NikeFashion & Accessoires2.29×
12BreuningerFashion & Accessoires2.01×
13AdidasFashion & Accessoires1.74×
14FIFA World CupSports1.70×
15RossmannShopping1.70×
16DeichmannShopping1.66×
17SportsSports1.62×
18TK MaxxShopping1.62×
19H&MShopping1.61×
20UEFA Champions LeagueSports1.54×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the ASICS audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by ASICS audience · What stands out
TraitClusterDeviationScore
Early Adopter MentalityPOWER1.57×
Sports ActivityPOWER1.30×
SustainabilityBALANCE1.27×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by ASICS audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.66×
Convenience OrientationPREMIUM0.74×
SpiritualityBALANCE0.81×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is ASICS's target market in Germany?

ASICS's target market in Germany covers an estimated 3,092,161 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of ASICS customers?

52.5% of the ASICS audience are female, 47.5% are male, with an average age of 34.4 years.

03

Which brands do ASICS fans like most?

ASICS fans show strongest brand affinity for Sports (1.62×), FIFA World Cup (1.7×), and Road running (4.26×) over the country average.

04

Where do ASICS fans live in Germany?

ASICS fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1M), Bayern (reach ~500K), and Baden-Württemberg (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do ASICS fans also like?

Beyond ASICS itself, the audience over-indexes on FIFA World Cup (1.7×), Road running (4.26×), Sportswear (activewear) (2.48×), and Puma (4.77×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Sportswear audiences in Germany

See ASICS audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for ASICS. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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