Rascasse Audience Intelligence

ASICS Target Market in United States

ASICS has an estimated audience of 12.1M people in United States.

#10among Sportswear in United States
#298among brands in United States#147in Fashion & Accessoires

The average ASICS fan in United States is 34.9 years old, more male, and lives primarily in California.

By number of fans, ASICS ranks #10 among the 98 objects in Sportswear in United States — 341.6× the group median.

Women make up 43.8% of the fan base, 6.5 percentage points fewer than the group average.

Compared with the other 97 objects in Sportswear, ASICS fans stand out for their interest in Sports equipment, Urban Outfitters and Road running.

Most fans live in California, New York, Florida.

Top affinities include Puma, Brooks Sports, Fila (company), with strongest over-indexing on Puma (11.5× the country average).

Demographically, the ASICS audience skews more male with an average age of 34.9, and over-indexes on personality traits such as Sustainability, Sports Activity.

The typical ASICS fan in United States is more male, around 34.9 years old, with strong Sustainability tendencies and a notable affinity for Puma.

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

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
12.1M
in United States
Gender
43.8%♀
56.2% male
Age
34.9
average years
Country rank
#2893
among all objects in United States
Fig. 01

Search interest · 12-month trend

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

Customer demographics of ASICS

43.8% are female, 56.2% are male, average age 34.9.

Fig. 02

Gender split

43.8%
Female
56.2%
Male
Demographic split for ASICS audience in United States
MetricValue
Female43.8%
Male56.2%
Average age34.9
Estimated audience size12.1M
Fig. 03

Age distribution

Ø 34.9
average years
Age distribution of the ASICS audience in United States
Age bracketShare%
16-2432%
25-3423%
35-4419%
45-5416%
55+11%
Fig. 04

Worldwide distribution

18.6%

of the worldwide ASICS audience comes from United States.

Worldwide audience distribution share by country for ASICS
CountryShare
United States18.6%
Japan9.8%
France5.9%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

ASICS customers by region in United States
#RegionReachAffinity×
01Maryland~500K2.30×
02Delaware~80K2.13×
03Washington, District of Columbia~50K2.12×
04New York~1.5M2.07×
05Georgia~800K1.87×
06Pennsylvania~800K1.68×
07New Jersey~500K1.63×
08Louisiana~300K1.63×
09Mississippi~200K1.50×
10Illinois~700K1.41×
11Virginia~400K1.36×
12South Carolina~300K1.34×
13Florida~1M1.32×
14North Carolina~500K1.29×
15Alabama~200K1.27×
16Connecticut~200K1.27×
17Massachusetts~300K1.17×
18California~1.5M1.13×
19Texas~900K1.12×
20Rhode Island~40K1.12×
21Michigan~400K1.03×
22Tennessee~300K1.02×
23Ohio~400K1.01×
24Hawaii~50K0.99×
25Missouri~200K0.92×
26Nevada~100K0.92×
27Indiana~200K0.90×
28Kentucky~100K0.84×
29Arkansas~90K0.82×
30Wisconsin~200K0.74×
31Washington~200K0.71×
32Arizona~200K0.70×
33Nebraska~50K0.70×
34Minnesota~100K0.69×
35Iowa~80K0.68×
36Oklahoma~100K0.67×
37Kansas~70K0.65×
38West Virginia~40K0.64×
39Oregon~90K0.59×
40New Hampshire~30K0.58×
41South Dakota~20K0.56×
42Colorado~100K0.54×
43Utah~60K0.52×
44North Dakota~10K0.52×
45New Mexico~40K0.49×
46Maine~20K0.49×
47Vermont~10K0.48×
48Alaska~10K0.45×
49Idaho~30K0.40×
50Montana~10K0.38×
Fig. 06

Affinity by region

Affinity by region — ASICS, United States
0.38×1.00×2.30×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the ASICS audience vs. the country average
#·InterestCategoryAffinity×
01PumaFashion & Accessoires11.50×
02Brooks SportsFashion & Accessoires8.43×
03Fila (company)Fashion & Accessoires8.40×
04New BalanceFashion & Accessoires6.99×
05ReebokFashion & Accessoires4.93×
06Sports equipmentSports4.49×
07Sportswear (fashion)Fashion & Accessoires4.22×
08Urban OutfittersShopping3.52×
09Road runningSports3.32×
10Sportswear (activewear)Fashion & Accessoires2.67×
11NBA playoffsSports2.53×
12NBA FinalsSports2.37×
13Sneakers (footwear)Fashion & Accessoires2.29×
14Nordstrom RackFashion & Accessoires2.24×
15NordstromShopping2.04×
16Macy'sShopping1.91×
17Kohl'sShopping1.83×
18FIFA World CupSports1.75×
19SpotifyInternet & Social Media1.54×
20NBASports1.52×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the ASICS audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the ASICS audience vs. the country average · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE1.59×
Sports ActivityPOWER1.54×
Luxury OrientationPREMIUM1.51×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the ASICS audience vs. the country average · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.70×
PatriotismCONSERVATISM0.76×
SpiritualityBALANCE0.79×
0×1.00× baseline2×
Appendix

Explore more audiences

More Sportswear audiences in United States

See ASICS audiences in other countries

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in ASICS over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/asics-9484” · Methodology