Rascasse Audience Intelligence

ASICS Target Market in Germany

ASICS has an estimated audience of 2.9M people in Germany.

#6among Sportswear in Germany
#313among brands in Germany
#131in Fashion & Accessoires

The average ASICS fan in Germany is 35.1 years old, balanced, and lives primarily in Nordrhein-Westfalen.

By number of fans, ASICS ranks #6 among the 100 objects in Sportswear in Germany — 130.8× the group median.

Women make up 52.5% of the fan base, 1.4 percentage points more than the group average.

Compared with the other 99 objects in Sportswear, ASICS fans stand out for their interest in 5K run, Middle-distance running and Half marathon.

Most fans live in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top affinities include Puma, 5K run, Middle-distance running, with strongest over-indexing on Puma (4.77× the country average).

Demographically, the ASICS audience skews balanced with an average age of 35.1, and over-indexes on personality traits such as Early Adopter Mentality, Sports Activity.

The typical ASICS fan in Germany is balanced, around 35.1 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Puma.

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

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
2.9M
in Germany
Gender
52.5%♀
47.5% male
Age
35.1
average years
Country rank
#2342
among all objects in Germany
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of ASICS

52.5% are female, 47.5% are male, average age 35.1.

Fig. 02

Gender split

52.5%
Female
47.5%
Male
Demographic split for ASICS audience in Germany
MetricValue
Female52.5%
Male47.5%
Average age35.1
Estimated audience size2.9M
Fig. 03

Age distribution

Ø 35.1
average years
Age distribution of the ASICS audience in Germany
Age bracketShare%
16-2429%
25-3427%
35-4418%
45-5415%
55+11%
Fig. 04

Worldwide distribution

4.8%

of the worldwide ASICS audience comes from Germany.

Worldwide audience distribution share by country for ASICS
CountryShare
United States17.0%
Japan11.0%
France6.2%
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

Fig. 05

Top regions by affinity

ASICS customers by region in Germany
#RegionReachAffinity×
01Nordrhein-Westfalen~900K1.41×
02Hessen~300K1.30×
03Hamburg~80K1.28×
04Berlin~200K1.26×
05Baden-Württemberg~500K1.16×
06Rheinland-Pfalz~200K1.06×
07Saarland~40K1.05×
08Bayern~500K1.01×
09Bremen~20K1.00×
10Niedersachsen~300K0.95×
11Schleswig-Holstein~100K0.94×
12Brandenburg~70K0.82×
13Sachsen~100K0.79×
14Thüringen~50K0.69×
15Sachsen-Anhalt~50K0.66×
16Mecklenburg-Vorpommern~40K0.64×
Fig. 06

Affinity by region

Affinity by region — ASICS, Germany
0.64×1.00×1.41×
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 & 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×
10NikeFashion & Accessoires2.29×
11BreuningerFashion & Accessoires2.01×
12ZaraShopping1.96×
13AdidasFashion & Accessoires1.74×
14FIFA World CupSports1.70×
15RossmannShopping1.70×
16SportsSports1.62×
17H&MShopping1.61×
18HermèsFashion & Accessoires1.60×
19UEFA Champions LeagueSports1.54×
20More NutritionHealth1.52×
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
Early Adopter MentalityPOWER1.57×
Sports ActivityPOWER1.30×
SustainabilityBALANCE1.27×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the ASICS audience vs. the country average · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.66×
Convenience OrientationPREMIUM0.74×
SpiritualityBALANCE0.81×
0×1.00× baseline2×
Appendix

Explore more audiences

See ASICS audiences in other countries

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in Germany 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
10/2025 – 09/2026 · updated quarterly · data status Q3/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q3/2026, rascasse.com/explore/de/asics-9484” · Methodology