Business

ASICS Appoints Kei Nishikori to a Multi-Year Advisory Role

ASICS appoints Kei Nishikori as a multi-year advisor for product development and sports participation.

Published: Oct 19, 2026 6:14 AM

By Sam Ohemeng

Business

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ASICS Appoints Kei Nishikori to a Multi-Year Advisory Role

Image: ASICS. Archival on-court photograph supplied with the announcement.

ASICS has appointed Kei Nishikori to a multi-year advisory role covering product development, participation in sport and the next generation of talent. The agreement extends the company’s relationship with the Japanese tennis player into a new remit following his retirement announcement.

ASICS says it supported Nishikori during his playing career and will now work with him as a consultant. The former world No. 4 won 12 ATP singles titles over a career the company describes as spanning 19 years.

From Player Support to Product Advice The new role has three stated components: advising on product development, encouraging sports participation and helping develop younger talent. That scope puts Nishikori’s involvement beyond campaign representation and into both the product and participation sides of the business.

“Tennis is not just about physical strength and skill, but also about state of mind,” Nishikori said in the announcement. He linked that experience to ASICS’s Sound Mind, Sound Body philosophy and said he wanted to share it with future players.

Keeping Tennis Experience Within the Brand A multi-year advisory arrangement preserves an experienced player’s connection to the brand as his role in the sport changes…

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