Because everything begins with a person (the employee) and ends with someone else (the client), Asics Spain, the successful multinational Japanese sportswear company, increased its billing by a factor of fifteen in ten years, rose from eighteenth to the third position in a highly-competitive market, and became a leading business of reference in the commercialization of running shoes. How did Asics Spain do it? People First is both proof of the extent to which a shared vision, collaborative work and, especially, the commitment between the organization and people can make a difference, and also an example of why the most profitable investment you can make is in people.