Tim Durken – ASICS

It was during his time as captain of his high school wrestling team that Tim Durken would first start wearing ASICS. The classic Tiger Stripe logo distinctive on those shoes remains prominent today as the Japanese brand continues selling cutting-edge footwear and apparel worldwide.

Tim Durken
ASICS | General Counsel, Privacy Officer, Compliance Officer

Durken does his part to support the business as the general counsel, privacy officer and compliance officer for ASICS North America.

“It is crucial to proactively partner with the business to meet its objectives while identifying and mitigating risks,” says Durken.

In his role, Durken oversees legal functions for the U.S., Canada and Mexico. Since he started with the company over four years ago, his team has expanded to include five attorneys and a paralegal in the company’s offices in Boston, Massachusetts and Irvine, California.

With a robust educational background and a diverse professional trajectory, Durken has played a crucial role in shaping the legal, privacy and compliance landscape for ASICS in North America.

The right support

Any footwear worth its weight in proprietary materials must have a few things to be successful, including the performance and support it provides the wearer. Support is definitely also something a business needs to succeed, especially in the legal department.

Durken’s role for ASICS North America is multifaceted—not only is he responsible for all legal matters, but he also plays a significant role in litigation and with his team in global privacy, AI governance and sustainability.

“Our team provides crucial support for wholesale, e-commerce and retail operations, and we ensure compliance and mitigate risk across various business functions,” he explains.

Because ASICS operates globally, Durken and his team collaborate closely with their counterparts worldwide. They contribute to global marketing, supply chain strategies, brand enforcement, and intellectual property matters.

Sustainability is a key focus for ASICS, and the company just launched a new shoe designed to be recycled. The Nimbus Mirai features a single material upper of recyclable polyester and proprietary glue designed by ASICS’ Institute of Sports Science to allow efficient disassembly, and after its first life as a running shoe is complete, it can be returned to ASICS to be recycled.

“The team advises on how to properly make and substantiate sustainability claims and helps protect the intellectual property of products in the region,” he says.

Building the team

In addition to helping the company launch new products, Durken and his team support the company’s partnerships and other projects, including athlete and event activations for the Summer Olympics in Paris. His team also helped introduce new features like the AI shoe finder on the ASICS website.

A lot of Durken’s job is supporting team members who are working hand in hand with the business departments. He says it is nice to see projects come to fruition and his team develop their skills and become better lawyers. At ASICS, Durken has built a team that shares his mindset, achieving business results while emphasizing autonomy and personal development.

“It is important to empower team members to make their own decisions and lead in their areas of expertise,” he says.

Durken is always looking to develop his own new skills, particularly in an emerging area like artificial intelligence. He has completed AI governance certification, understands its benefits to the organization (including in legal operations), and is helping develop appropriate protections. He says his commitment to innovation and technology is evident in the projects he supports.

Legal is a support role, and Durken’s approach ensures that the legal team is not just a back-office function but an integral part of ASICS’ success. By being involved in exciting projects and supporting various business departments, Durken and his team can take pride in their contributions to the company’s achievements.

A business mind

After an undergraduate business degree, working in finance, and attending Vanderbilt University Law School, Durken spent ten years in private practice before moving in-house.

“I worked in litigation and corporate restructuring and learned a lot about what makes a business successful and what causes businesses to fail,” Durken recalls. “The biggest draw to working in-house is being part of the business’s success.”

At the start of 2023, Durken moved to ASICS global headquarters in Kobe, Japan, for a six-month assignment. He had the opportunity to work with global executives and business teams across the organization and advise internal legal teams around the globe. He visited ASICS’ offices in Tokyo, the ASICS Institute of Sports Science and an apparel factory to see how products are developed and produced, learned about Japanese business culture, and traveled across the country. When he returned to the U.S., he was elevated to General Counsel of ASICS North America in July 2023.

“The U.S. legal system is drastically different than Japan, especially with respect to litigation. It was great to learn from each other,” Durken says.

In his role, Durken has relied on his diverse experiences that have equipped him with a unique perspective that benefits the legal team and the business. As ASICS continues to grow and evolve, Durken’s leadership will undoubtedly be crucial in navigating the challenges and opportunities ahead.