ASICS FLAGSHIP SHINJUKU spans four floors, each with its own distinctive design while maintaining a cohesive, modern feel throughout. Marble-like flooring and wooden display fixtures create a comfortable, seamless shopping environment as you move from casual styles to serious performance gear.

Sustainability is also built into the store design. The fitting room floors, for example, incorporate eco-friendly EVA foam made from crushed and recycled used shoes.

Here’s a floor-by-floor look at what you can expect inside.

The first floor is dedicated primarily to ASICS SportStyle, showcasing the brand’s casual, fashion-forward sneakers and apparel. Alongside popular staples, you’ll also find buzzworthy limited-edition collaborations, making this the floor to browse if you’re hunting for something a little more distinctive.

The second floor is geared toward runners and families, with an extensive selection of running shoes and kids’ footwear. One of its biggest highlights is the free ASICS FOOT ID 3D foot measurement service, which requires no reservation.

Using four precision cameras, the system takes just 15 seconds to measure five key factors, including foot length, instep height, arch height, foot circumference, and heel width. The results can then help staff recommend shoes that better match the shape of your feet.

The third floor covers a wider range of sports, with running and training apparel alongside specialized gear for tennis, basketball, and golf.

It is also home to ASICS CREATE, the brand’s first personalized T-shirt customization service at an ASICS-operated store. Here, visitors can get creative and design a one-of-a-kind piece to take home.

The top floor is home to the PRIVATE LOUNGE, an exclusive space available to eligible OneASICS members by paid reservation. Use of the lounge costs 3,300 yen per session, including tax.

Guests receive one-on-one assistance from a dedicated advisor, with personalized recommendations covering everything from serious running gear to everyday outfits.

If you want something a little more personal than an off-the-rack T-shirt, or a unique souvenir from your Tokyo trip, ASICS CREATE on the third floor is worth checking out. This is ASICS’ first apparel customization service at a directly operated store, and it is currently available exclusively at ASICS FLAGSHIP SHINJUKU.

The service is available to members of the official OneASICS membership program and requires an in-store reservation. Each reservation slot lasts one hour, with the actual design process taking around 20 minutes.

Customers can choose their preferred graphics and layout, adding up to five embroidered patches or printed designs to each T-shirt. Staff then use dedicated equipment to complete the customization, turning the experience into more than just buying a shirt. It is a chance to create a piece that feels uniquely your own.

The sheer number of embroidered patches and printed designs available is seriously impressive. Better yet, you can decide exactly where each one goes, whether on the front, back, sleeves, higher up, or lower down. With so many combinations to choose from, I spent quite a while agonizing over my final design!

In the end, I went with a large Shinjuku-exclusive logo print, paired with a red ASICS logo for a distinctly Japanese touch, plus an embroidered patch on the sleeve. I was thrilled with how it turned out!

There are plenty of other designs and styles to mix and match, so it may be worth thinking about your preferred layout before you visit. Otherwise, you might end up spending just as much time deciding as I did!

The total cost of customization is the price of the T-shirt plus a customization fee starting from 550 yen per design. Currently, two premium T-shirt styles are available to personalize.

ASICS has long embraced its founding philosophy, Anima Sana In Corpore Sano, meaning “a sound mind in a sound body,” with the goal of helping people lead healthier, more fulfilling lives through movement. The new Shinjuku flagship store brings that philosophy to life through a space where visitors can explore the brand’s latest products, services, and sporting experiences.

Whether you’re a serious runner chasing a new personal best or a streetwear fan keeping up with the latest trends, ASICS FLAGSHIP SHINJUKU is well worth adding to your Tokyo itinerary. More than just a sporting goods store, it brings together an extensive range of footwear and apparel with services such as the free ASICS FOOT ID 3D measurement and the exclusive ASICS CREATE customization experience.

If you’re planning to spend time in Shinjuku, consider stopping by this globally significant flagship store to see how ASICS blends performance, fashion, and personalization under one roof. You might even leave with a one-of-a-kind T-shirt of your own.

Which would you try first: the custom T-shirt experience or the free 3D foot measurement?