Rascasse Audience Intelligence

ASICS Target Market in United States

A data profile of the people who buy, follow and care about ASICS in United States — modelled from more than twelve digital signal sources. ASICS has an estimated audience of 12,123,085 people in United States.

#10among Sportswear in United States#287among Brand in United States#147in Fashion & Accessoires

The average ASICS fan in United States is 34.1 years old, more male, and lives primarily in California.

The audience is concentrated in California, New York, Texas.

Top brand affinities include New Balance, Puma, Sports equipment, with strongest over-indexing on New Balance (6.99× the country average).

Demographically, the ASICS audience skews more male with an average age of 34.1, and over-indexes on personality traits such as Sustainability, Sports Activity.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical ASICS fan in United States is more male, around 34.1 years old, with strong Sustainability tendencies and a notable affinity for New Balance.

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 United States.

Audience size
12.1M
in United States
Gender
43.8%♀
56.2% male
Age
34.1
average years
Country rank
#2943
Brand in United States
Fig. 01

Search interest · 12-month trend

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

Customer demographics of ASICS

43.8% are female, 56.2% are male, average age 34.1.

Fig. 02

Gender split

43.8%
Female
56.2%
Male
Demographic split for ASICS audience in United States
MetricValue
Female43.8%
Male56.2%
Average age34.1
Estimated audience size12,123,085
Fig. 03

Age distribution

Ø 34.1
average years
Age distribution of the ASICS audience in United States
Age bracketShare%
16-1932%
20-2923%
30-3919%
40-4916%
50+11%
Fig. 04

Worldwide distribution

18.4%

of the worldwide ASICS audience comes from United States.

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 United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the ASICS audience in United States is strongest.

Fig. 05

Top regions by affinity

ASICS customers by region in United States
#RegionReachAffinity×
01Maryland~500K2.30×
02Delaware~70K2.13×
03Washington, District of Columbia~80K2.12×
04New York~1.5M2.07×
05Georgia~700K1.87×
06Pennsylvania~700K1.68×
07New Jersey~500K1.63×
08Louisiana~300K1.63×
09Mississippi~200K1.50×
10Illinois~600K1.41×
11Virginia~400K1.36×
12South Carolina~200K1.34×
13Florida~1M1.32×
14North Carolina~500K1.29×
15Alabama~200K1.27×
16Connecticut~200K1.27×
17Massachusetts~300K1.17×
18California~1.5M1.13×
19Texas~1M1.12×
20Rhode Island~40K1.12×
21Michigan~300K1.03×
22Tennessee~300K1.02×
23Ohio~400K1.01×
24Hawaii~50K0.99×
25Missouri~200K0.92×
26Nevada~100K0.92×
27Indiana~200K0.90×
28Kentucky~100K0.84×
29Arkansas~80K0.82×
30Wisconsin~100K0.74×
31Washington~200K0.71×
32Arizona~200K0.70×
33Nebraska~40K0.70×
34Minnesota~100K0.69×
35Iowa~70K0.68×
36Oklahoma~90K0.67×
37Kansas~60K0.65×
38West Virginia~40K0.64×
39Oregon~80K0.59×
40New Hampshire~30K0.58×
41South Dakota~20K0.56×
42Colorado~100K0.54×
43Utah~60K0.52×
44North Dakota~10K0.52×
45New Mexico~30K0.49×
46Maine~20K0.49×
47Vermont~10K0.48×
48Alaska~10K0.45×
49Idaho~20K0.40×
50Montana~10K0.38×
Fig. 06

Affinity by region

Affinity by region — ASICS, United States
0.38×1.00×2.30×
Section 04
Brands and 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 & 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
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
SustainabilityBALANCE1.59×
Sports ActivityPOWER1.54×
Luxury OrientationPREMIUM1.51×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by ASICS audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.70×
PatriotismCONSERVATISM0.76×
SpiritualityBALANCE0.79×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is ASICS's target market in United States?

ASICS's target market in United States covers an estimated 12,123,085 people, concentrated in California and New York.

02

What is the gender split and age of ASICS customers?

43.8% of the ASICS audience are female, 56.2% are male, with an average age of 34.1 years.

03

Which brands do ASICS fans like most?

ASICS fans show strongest brand affinity for New Balance (6.99×), Puma (11.5×), and Sports equipment (4.49×) over the country average.

04

Where do ASICS fans live in United States?

ASICS fans in United States are most concentrated in California (reach ~1.5M), New York (reach ~1.5M), and Texas (reach ~1M). 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 Puma (11.5×), Sports equipment (4.49×), Brooks Sports (8.43×), and Sportswear (activewear) (2.67×) compared to the United States average.

Appendix

Explore more audiences

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

More Sportswear audiences in United States

See ASICS audiences in other countries

How to read this data

Audience size is the estimated number of people in United States 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 United States. 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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