ASICS India Celebrates International Women's Day With Gurugram Pickleball Event

ASICS India took its "Sound Mind, Sound Body" philosophy off the shelf and onto the court March 10, hosting a community pickleball activation in Gurugram that doubled as the live debut of two new products: the GAME FF Pickleball shoe and the NAGINO women's apparel collection.

The evening event drew women from across the city for a session that mixed casual coaching with social play, transforming a pickleball court into what the brand described as a vibrant community space. The format was deliberate: ASICS framed the activation not as a marketing exercise but as a direct expression of its long-standing philosophy linking physical activity to mental wellbeing.

The GAME FF was the centerpiece on the footwear side. Participants wore the newly introduced shoe during the session itself, giving the product a functional rather than purely promotional showcase. ASICS says the shoe draws its engineering lineage from the SOLUTIONSPEED FF's SPEEDTRUSS technology, with a HardEVA TRUSS system built to provide stability during rapid directional movements, exactly the kind of lateral cutting and split-step loading that pickleball demands. The brand's performance claim is specific: the GAME FF is designed to support quicker forward movement on court, not just cushioning at standstill.

Paired with the footwear debut was the NAGINO collection, ASICS' women's apparel line rooted in Japanese design minimalism. The pieces on display included oversized tops, strappy sports bras, biker shorts and performance accessories, all engineered with breathable fabrics and adaptive fits. The collection is positioned to bridge structured training and everyday movement, a pitch that suits pickleball's expanding demographic: players who may step off the court and into the rest of their day without changing their entire wardrobe philosophy.

Pickleball's growth in Indian cities like Gurugram has made it a useful vehicle for exactly this kind of brand activation. The sport's low barrier to entry and social format make it easy to gather a mixed group of participants around a shared experience, which is precisely what ASICS built the event around: camaraderie and active living rather than competitive performance metrics.

No attendance figures were released, and the venue name within Gurugram was not disclosed. What the activation did establish is a clear product positioning moment for ASICS India in the women's sport segment, anchoring two new launches to a specific sport, a specific date, and a specific community rather than a generic campaign rollout.