Built for a Global Athlete

ASICS is one of the world's most recognised athletic footwear and apparel brands, serving runners, athletes, and sports communities across more than 20 markets, including the US, UK, Japan, Australia, and continental Europe.

Despite a loyal global customer base and strong brand equity, ASICS faced a growing set of digital challenges that were holding the business back:

• Site performance was falling short. A previous attempt to migrate to Vercel/Next.js had stalled, leaving the team with a hybrid architecture that was slow to iterate on.
• Regional inconsistencies were compounding. Managing a patchwork of cartridges across dozens of locales had created significant tech overhead, particularly for integrations like Adyen.
• Merchants were underserved. The existing Contentstack implementation was engineering-led and difficult for non-technical teams to use confidently.
• The scope was genuinely global. ASICS needed a platform that could support multiple languages, currencies, and regional variations — not just a US or UK launch.

ASICS needed a composable commerce partner capable of operating at enterprise scale: technically rigorous enough to handle a global replatform, and experienced enough to bring structure, momentum, and delivery confidence to a multi-phase programme.

64Labs were engaged to lead ASICS' composable commerce replatform across all markets and phases  -  one of the most complex and wide-reaching programmes in the agency's history.

The project spanned more than 20 locales across the US, UK, Australia, Japan, and a full suite of European markets. Multiple locales required dual-language support, making internationalisation a first-class concern from day one. 

Phase 1 — Composable Storefront Foundation

The first phase migrated Home, Content, PLP, and PDP into a modern Composable Storefront on Salesforce Commerce Cloud, replacing the fragile hybrid architecture with a clean, scalable foundation. A core goal was normalising the component and design library across regions  -  ending the inconsistency that had accumulated over years of locale-by-locale divergence.

CMS Cleanup and Migration

Contentstack was retained as the CMS, but the structure was rebuilt from the ground up using 64Labs' base model architecture as part of our Headless CMS Implementation approach  -  making content management genuinely accessible for merchandising and marketing teams, not just engineers. A full content migration plan was executed across all locales, with a deliberate approach to handling multilingual content at scale.

AI Translation Engine

To support the breadth of languages across the European estate, 64Labs implemented an AI-powered translation engine  -  enabling the team to scale localised content efficiently without proportional growth in manual translation effort. This was critical to keeping the global rollout commercially viable.

Native App Component

The composable storefront was built with native app integration in mind from the outset. PWA components were architected to support the ASICS mobile app via a post-message setup  -  enabling a seamless, shared experience across web and native channels without duplicating the underlying commerce logic.

Phase 2 — Full Checkout, Account & Omnichannel

Phase 2 moved the entire cart, checkout, and account experience into the composable PWA  -  completing the transition away from hybrid architecture. Key elements included:

• A redesigned checkout experience with a new Adyen payments architecture
• Login, account management, loyalty, wishlist, and order tracking
• BOPIS and regional customisations including donations and gift wrap
• In-store Returns integration

Endless Aisle

64Labs delivered an Endless Aisle capability enabling store associates to browse the full ASICS product catalogue and place orders on behalf of customers  -  extending the power of the digital platform into the physical retail environment and reducing lost sales at shelf.

Loyalty Programme Redesign and Rollout

Phase 2 also delivered a full redesign and relaunch of the ASICS loyalty programme — one of the more complex and commercially sensitive workstreams in the project. The new programme involved both a design overhaul and underlying programme changes, requiring close coordination between the digital delivery team and ASICS' CRM and marketing stakeholders.

The rollout was phased by region, launching in the UK first before extending to other markets. Regions not yet migrated continued running on the existing loyalty programme in parallel, which meant the composable platform had to support both the new and legacy programme states simultaneously during the transition.

Omnichannel In-Store Tablet App

Building on the Endless Aisle foundation, 64Labs developed a dedicated omnichannel in-store tablet application - giving retail staff a purpose-built tool for assisted selling, order placement, and customer service. The tablet app connects the digital and physical shopping journey, empowering associates and creating a more consistent experience for the customer regardless of channel. This is part of a broader On-Demand Delivery Specialists capability that 64Labs brings to complex, multi-workstream programmes.

The ASICS programme demonstrates what it means to operate composable commerce at genuine enterprise scale. This wasn't a single-market pilot or a phased regional test  -  it was a full global replatform, delivered across more than 20 locales, two major project phases, and a broad capability set that spans digital, native, and physical retail.

Several capabilities set this programme apart. The AI translation engine made multilingual commerce commercially scalable. The native app integration extended composable architecture beyond the browser. And the in-store tablet app and Endless Aisle capability turned the digital platform into a genuine omnichannel asset, which is more than just a better website.

For brands managing global complexity and looking to do more with composable technology than a performance-focused storefront, ASICS is the clearest proof point of what's possible.

Not sure if your stack is ready for this kind of scale? Start with a Composable Readiness Assessment. Or if you're ready to move, let's talk.