Brooks Running Shoes comes to Sri Lanka in partnership with Asriel Holdings 

From left: Asriel Holdings Managing Director Dimuthu Peiris and Chairman Shiran Peiris with the Brand Ambassador for Brooks Running Shoes in Sri Lanka Chamika Karunaratne and Brooks Running Shoes Country  Head Kartik Shah at the launch

The world’s fastest growing athletic footwear brand, Brooks Running, together with its local partner Asriel Holdings Ltd, aims to help more Sri Lankans discover the joy of running, following the brand’s official launch over the weekend. 

A wholly owned subsidiary of Warren Buffet’s Berkshire Hathaway Inc., Brooks Running is a brand that has rapidly grown to be synonymous with performance and innovation. With a robust 25% market share in the US, and a reported 100% year-on-year sales growth in India over the past year alone, Brooks Running is increasingly celebrated over the world as the most preferred brand among athletes.

“Brooks Running is a purist when it comes to delivering the best running experience for athletes. What sets us apart is our unwavering commitment to harnessing scientific innovations in engineering, biomechanics, and even 3D printing technology to create athletic shoes that deliver unmatched comfort, performance, and durability for athletes performing at the highest level of their sport. 

“We see immense growth potential in this market, and a major opportunity to support Sri Lankan sporting and fitness culture with the very best footwear in the market,” Brooks Running Country Manager Kartik Shah said.

Notably, Brooks Running Sri Lanka will be championed by pace bowling sensation Chamika Karunaratne himself an immediate and avid fan of the brand since he first encountered it a few years prior. 

“When I first started playing cricket, I didn’t give much thought to my footwear, as I had a brand that I was already used to. But based on the repeated feedback I got from fellow cricketers at the international level, I decided to try Brooks Running, and I have never gone back. Brooks has made a major difference in my training and performance, and that is why I am proud to support them and Asriel Holdings and help them to connect with and elevate more Sri Lankan athletes across our island,” he stated. 

Brooks Running Shoes has observed a significant surge in athletic engagement, particularly post-COVID, with individuals placing greater emphasis on health and fitness. The brand has witnessed nearly 100% year-on-year growth in sales in India, signaling a robust potential for similar growth in Sri Lanka, Nepal, the Maldives, and other major economies across Asia and Europe.

Asriel Holdings will serve as the springboard for Brooks Running Shoes, leveraging its vast experience in premium brand distribution to establish Brooks as the preferred choice for Sri Lankan athletes. Fully fledged operations for Brooks Running will commence before March 2024.  

“We are excited to serve as the partner and agent of Brooks Running in Sri Lanka. The success of Asriel Holdings has been built on an uncompromising approach to quality when it comes to the brands and suppliers that we engage with. Our partnership with Brooks is a testament to our mission – to anticipate, identify, and satisfy customer needs with brands that inspire trust and excellence.”

Asriel Holdings is Sri Lanka’s leading total food solutions provider for HORECA (Hotels Restaurants and Cafes), Quick Service Restaurants (QSR), Bakeries and Dairy industries for the domestic market, with a growing export portfolio as well. The company offers a wide range of products that feature the finest ingredients, processed in state-of-the-art manufacturing facilities in Sri Lanka, in addition to having founded the “Chariot” chain of restaurants. The company’s partnership with Brooks Running will enable Asriel to leverage its strong retail capabilities to support the local athletic market, ensuring that Sri Lankan athletes have access to the world’s finest running shoes.