ASICS

ASICS: The inspiring story of a Japanese brand dedicated to uplifting the world through movement.

ASICS is a brand that has become synonymous with high-quality footwear and apparel. The company’s founder, Kihachiro Onitsuka, dedicated his life to creating shoes that would help athletes perform to the best of their abilities. And Onitsuka's dedication to innovation and excellence quickly paid off, as ASICS shoes gained a reputation for their superior comfort, durability, and performance. The brand's popularity continued to grow, and ASICS became a favourite among runners and other athletes, which it remains to this day. But a greater purpose led to the founding of ASICS.

ASICS. A name with meaning.

In 1949, ASICS was founded by Kihachiro Onitsuka shortly after his return from the Second Sino-Japanese War. Onitsuka believed that movement had the power to uplift people's spirits, particularly his own people, as they recovered from the aftermath of the war. He began with a small workshop in Kobe, which eventually grew into ASICS. The name ASICS was chosen for a meaningful reason - it stands for ‘Anima Sana In Corpore Sano’, which translates to "a Sound Mind in a Sound Body”. It was originally inspired by the Latin phrase ‘Mens Sana in Corpore Sano’, but although ASICS replaced the word ‘Mens’ with ‘Anima’, the essence of the phrase remains the same. The ASICS name demonstrates that the company has always believed in the beneficial effects of exercising.

“Our purpose has always been to support people in playing sport so they feel better, both physically and mentally. More than 75 years on, we believe that our focus on the body and the mind, and our role as a caregiver brand, is more relevant today than ever before.” - Gary Raucher, Global Head of Marketing.

The Kaizen philosophy and ASICS' commitment to excellence.

In his pursuit to help people move better, Onitsuka was not content with creating just any sports shoes. He sought to constantly improve and perfect his designs with the athlete in mind, embodying the Kaizen philosophy of continuous improvement. He revolutionised basketball shoes by introducing innovative suction-cup technology, inspired by the grip of the octopus tentacles, providing players with better grip on the court. And when marathon runners suffered from painful blisters due to their footwear, he implemented smart air-flow technology that increased ventilation and reduced inflammation. Onitsuka's commitment to excellence and never-ending pursuit of improvement embodied the spirit of Kaizen, which is still alive in the company today. Since the beginning, ASICS has researched, created and trialled millions of products with one goal in mind: to uplift the world through movement. It’s why the ASICS Institute of Sport Science (ISS) was established in 1985.

The ASICS Institute of Sport Science (ISS).

Combining human-centric science with unique materials, the ISS continues to lead innovation within the industry today. It aims to analyse the natural movements of performance athletes to create human-centric products that work with the body, not against it. The brand’s ZERO DISTRACTION™ apparel is a great example of that. This range has been extensively tested at the ISS to help runners focus on what’s important – their run. No chafing seams, shifting waistbands, dangling hoods, and sticky fabrics. ASICS scientists are constantly developing and researching unique materials that push the boundaries of innovation within the industry.

"Human-centric design has been our unchanging research philosophy since the company started. We start by using computer simulation to design the structure and materials. We then get athletes to actually wear the products so we can conduct a functional evaluation. With the scientific insights we gain this way, we can keep creating products and services that enrich people’s lives.” – Kenichi Harano, Senior General Manager, ASICS Institute of Sport Science.