Japanese sportswear brand ASICS is building the foundation for its personalization services using the 3DEXPERIENCE platform on the cloud, allowing ASICS to showcase less visible parts of its products to consumers, so that they can make informed purchase decisions.
Personalized shoes for all
In the near future, customers will be able to purchase shoes from ASICS stores that perfectly fit their feet. This is one of ASICS’ long-term visions, achieved through digital, personal, and sustainable product development, to support people to live healthy and active lives.
“No two people have the same foot shape,” said Genki Hatano, lead researcher in the Green Manufacturing Research Team, Future Creation Dept., ASICS Institute of Sport Science (ISS). “Diverse customer needs across different sports require us to transform the way we make our products so they are truly personalized. High-functional running shoe models already come in many variations. Now, to provide all our customers with products that deliver a new level of comfort and satisfaction for both mind and body, we are considering more customization options, such as foot beds that support the underside of the foot, and customizable shoe components.”
In 2022, to commemorate the fifth anniversary of ASICS’ Harajuku flagship store, customers had the unique opportunity to get their feet 3D scanned. The scan data was turned into a 3D model, used to automatically design their own sock liners for a pair of running shoes. Customers were given three sock liner options to choose from: a “best fit” option and two alternatives with different levels of cushioning.
The scanned data is imported into the 3DEXPERIENCE platform as a 3D model in CATIA.
Here, Hatano automatically creates the digital structure using an algorithm of a physical model from the scanned data.
The parts are prepared for printing and laser cutting on a sustainable wood board.
A physical shoe cast is ready for the R&D team to work with as they brainstorm on potential customization options.
3DEXPERIENCE platform captured all the information we needed and ensured a consistent data flow from one stage to the next.
“We needed to serve a large number of people in an extremely short amount of time, so it was essential that we could automate the process by feeding the customers’ data into an algorithm,” Hatano said. “The 3DEXPERIENCE platform captured all the information we needed and ensured a consistent data flow from one stage to the next.”
CATIA’s advanced modeling capabilities were instrumental for creating highly accurate surfaces and maintaining a seamless data flow from one development stage to the next. Using the CAD solution, ASICS was able to quickly and easily adjust designs to suit each customer.
The 3DEXPERIENCE platform on the cloud delivers the flexibility ASICS needs to roll out new services around the world. ASICS is currently focused on further enhancing its user experiences by improving the quality of its parametric modeling. It is also taking meaningful steps to become a more sustainable business.
“The 3DEXPERIENCE platform allows us to monitor not only the shape and performance of the product but also its impact on the environment, helping us set sustainability goals,” Takashima concluded. “It helps us consider how data can be linked to the way we manufacture our products. Dassault Systèmes is a partner that motivates us. We look forward to working together in the future, particularly for achieving our carbon neutral targets, and exploring the potential of the virtual twin to improve our product design and the way we communicate with our customers. ASICS believes that, together with Dassault Systèmes, we can create a happier and healthier society. I really feel like we’re creating something new together.”
