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Asics

ASICS: leader of running shoes

It was in 1949, in Japan, that the Asics brand was born under the leadership of Mr Kihachiro Onitsuka. Soon after, the brand established itself in the sports world: first in basketball and then in 1950 in running during the Boston marathon, with the victory of Ham Kee-Yong who ran with Tiger shoes.
With the victory of the Japanese women's volleyball team who wore Tiger shoes during the Tokyo Olympics in 1964, the brand, still known as Onitsuka, started to be distributed in the United States. Ever since that day, the brand's characteristic side bands appeared, and never left.

At the end of the 70s, sports shoes experienced considerable improvements and the brand saw its popularity skyrocket with the athletes. In 1977, Asics, an acronym for Anima Sana In Corpore Sano (a healthy mind in a healthy body) was the official name chosen when Onitsuka Tiger and GTO Sports Nets & Sportswear merged together. The brand thus decided to put forward its philosophy based on a healthy and sporty lifestyle.

Since then, Asics has continued to innovate and develop both in the creation of shoes adapted to the specific characteristics of women's foot and in research to meet the needs of athletes. In the 80s, Asics revolutionised its range with its GEL cushioning system, located at the front and back of the foot to absorb shocks as much as possible.

Even now, the brand continues to innovate, thanks in particular to its research and development center still based in Japan, and its desire to offer products that are always more adapted to athletes, especially sportswear. But Asics, a leader in the running shoe market thanks to its two flagship products, NIMBUS GEL and KAYANO GEL, would certainly not have had the same success if Kihachiro Onitsuka's mother had not served him octopus in vinaigrette for dinner: the leader was indeed inspired by the octopus' suckers to give a sufficient grip to his shoes, as it's necessary during sports practices.

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