The Asics footwear brand has a rich history dating back to Sep., 1949 when it was founded in Kobe, Japan by Kihachiro Onitsuka. Onitsuka started with a vision to create shoes that would provide comfort, durability, and style to athletes. Over the years, Asics has established itself as one of the leading sports shoe brands in the world.
Asics’ rise to becoming a worldwide brand began with the manufacturing of basketball shoes. The first athletic shoe for sports that ONITSUKA Co., Ltd. created was a basketball shoe.
However, in the 1950s, Onitsuka shifted the focus of the company to running shoes, and the brand has been synonymous with high-quality running shoes ever since.
In 1953, ONITSUKA Co., Ltd. launched the ONITSUKA Marathon TABI, which was designed based on the traditional indoor “tabi” footwear still commonly worn at sports meets in Japan at the time.
The Marathon Tabi was specifically designed to meet the demands of marathon runners, featuring durable materials, a hanging band, and rubber soles for better grip.
During the same year, ONITSUKA Co., Ltd. introduced the TIGER mark MARUP shoe, which was designed explicitly for marathon relay races.
First Wrestling Shoe released
In 1955, ONITSUKA Co., Ltd. launched a groundbreaking new shoe featuring nylon in the upper, designed with hidden metal eyelets to prevent injuries during competitions. This shoe also included ventilation holes in the toe area and a unique rolled sole design, providing both excellent traction and durability, eventually becoming the prototype of the modern wrestling shoe. This wrestling shoe has since become one of the signature ASICS athletic shoes, leaving its mark around the world.
In the 1960s, Asics made a significant breakthrough by launching the Onitsuka Tiger line of running shoes. These shoes were specially designed for long-distance running and were a hit among athletes. The Onitsuka Tiger line was later renamed ASICS, which is an acronym for the Latin phrase “Anima Sana In Corpore Sano,” which means “a sound mind in a sound body.”
Asics has continued to innovate and produce cutting-edge sports shoes for various sports such as tennis, soccer, volleyball, and wrestling. The brand’s focus on innovation has led to the development of advanced technologies such as Gel cushioning system, FlyteFoam technology, and Impact Guidance System.
Relationship with Nike
Nike, Inc., which was originally called Blue Ribbon Sports, was established to distribute Onitsuka Tiger shoes in the United States. In 1963, shortly after graduating from Stanford University, Phil Knight visited Japan, where he was impressed by Onitsuka Tiger shoes. He immediately went to the Onitsuka Tiger office and requested to become their sales agent in the US.
The Gel cushioning system is a technology that provides superior shock absorption and comfort, making it ideal for long-distance running. FlyteFoam technology, on the other hand, is a lightweight foam that provides excellent bounce-back and responsiveness, making it perfect for sprinting and high-intensity training.
The Impact Guidance System is a technology that helps the foot move more naturally, reducing the risk of injury. Asics has also incorporated other advanced technologies such as the Trusstic System, which reduces the weight of the sole unit while maintaining structural integrity.
Asics has also made a significant impact in the world of fashion. The brand’s shoes are not only popular among athletes but also among fashion enthusiasts. Asics has collaborated with various designers and brands to create limited edition collections, which have been highly sought after.
On July 12, 2010, Asics acquired the Swedish outdoor brand Haglöfs for ¥11.4 billion ($128.7 million). Later, in February 2016, Asics purchased the fitness application Runkeeper.
In recent years, Asics has expanded its product line to include apparel and accessories such as running shorts, t-shirts, and sports bras. The brand’s commitment to quality and innovation has helped it to establish a loyal customer base, and its products are sold in over 100 countries worldwide.
Conclusion
In conclusion, Asics is a brand that has come a long way since its inception in 1949. Its commitment to quality, innovation, and style has helped it to become a leading sports shoe brand worldwide. With its advanced technologies and dedication to the needs of athletes, Asics is sure to continue making a significant impact in the world of sports.
