History
The Asics brand was founded in 1949 in Japan by Kihachiro Onitsuka as Onitsuka Co., Ltd. His goal was to encourage young people to adopt a healthy lifestyle through sports, in a post-war Japan under reconstruction. He started by making basketball shoes in his workshop in Kobe, taking inspiration from the structure of octopus suction cups to improve the grip of the soles.
The brand quickly gained notoriety by equipping high-level athletes, particularly in running. In 1977, the company merged with two other companies and adopted the name Asics, an acronym for the Latin motto Anima Sana In Corpore Sano ("A healthy mind in a healthy body"), reflecting its philosophy focused on well-being through sport.
Products
Asics is an essential reference in the world of running thanks to its iconic models which combine performance, comfort and innovation.
The GEL-Kayano , launched in 1993, is one of the flagship models for runners looking for stability and cushioning, incorporating GEL technology and optimal support for pronation.
The GEL-Nimbus , introduced in 1999, is another icon, particularly popular with long-distance runners for its superior comfort and FlyteFoam , which provides excellent energy return.
For speed, Asics has developed the Metaspeed Sky , designed for marathon runners and incorporating a carbon plate to optimize stride and energy efficiency.
The more recent Novablast stands out for its dynamism and responsive cushioning, ideal for fast training and racing. These models illustrate Asics' expertise in equipping runners, from beginners to elite marathoners.
Technologies
Asics is known for its technological innovations aimed at improving the performance and comfort of athletes. Among its most iconic advances is GEL technology, a silicone cushioning system integrated into the midsole that effectively absorbs shock upon impact with the ground. FlyteFoam foam, lighter and more responsive than traditional foams, offers excellent energy return while reducing muscle fatigue.
Asics also develops technologies such as DUOMAX , which stabilizes the stride by reducing excessive pronation, and GUIDANCE LINE , which promotes a smoother transition of the foot. Finally, the brand relies on biomechanical analysis to design shoes adapted to different types of runners, thus guaranteeing a personalized and high-performance experience.
Logo
The Asics logo has evolved over the decades to reflect the brand's identity and philosophy. Originally, the company founded by Kihachiro Onitsuka was called Onitsuka Tiger , and its logo featured a simple design with classic typography.
In 1977, when it merged with two other companies to form Asics , the brand adopted a new logo based on its acronym, inspired by the Latin motto Anima Sana In Corpore Sano .
In the 1990s, Asics introduced its iconic "Asics Spiral" , a dynamic curve representing movement and fluidity, often incorporated into its shoe designs.
Today, this logo is a globally recognized symbol, associated with innovation and athletic performance, while maintaining the brand's heritage and commitment to wellness and athletic excellence.
Athletes
Asics has supported many renowned runners since its inception, cementing its reputation in the running world.
Among them, Japanese marathon runner Naoko Takahashi is an iconic figure, having won gold at the 2000 Sydney Olympics and being the first woman to go under 2:20 in the marathon.
Ryan Hall , a famous American runner, made history with an American half marathon record of 59 minutes and 43 seconds, while also achieving impressive marathon performances under the colours of Asics.
More recently, marathon specialist Sara Hall has shone with several podium finishes in major international races.
Asics also sponsors athletes like Emma Bates and Eilish McColgan , who excel in long distances. Through these collaborations, the brand continues to affirm its commitment to performance and innovation in the world of running.
