ASICS
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Introducing ASICS
ASICS is a Japanese athletic apparel and footwear brand that was founded in the 1940s, originally under the name Onitsuka before a merger in 1977.
Athletes of all levels can benefit from ASICS' commitment to technological innovation, performance-driven designs, and comfort and support.
A number of athletes have become associated with the brand over the years. The list includes Kenji Kimihara, Derek Crayton, Lasse Viren, among others.
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In recent years, ASICS has innovated and expanded its sneaker lineup, introducing new technologies and updated existing models to further enhance performance and comfort.
Cushioning systems are often included in Asics sneakers, such as the ASICS GEL cushioning system, which provides superior shock absorption and reduces injury risk during high-impact activities. With FlyteFoam technology, ASICS offers lightweight cushioning and energy return.
Aside from this, ASICS shoes promote natural foot movement and stability by using breathable materials and seamless construction, such as knit uppers.
The History Of ASICS
1949
This year marked the beginning of everything. Onitsuka Co. Ltd., now known as ASICS worldwide, was founded by Japanese entrepreneur Kihachiro Onitsuka. For the first time, Onitsuka introduced Japanese basketball shoes to the market. It was quite a unique moment because there were no specialists for sports shoes in Japan at that time.
1950
Inspiration was taken from the suction cups of an octopus' tentacle for the shoes in 1951. After the launch of his first basketball shoe, Onitsuka claimed he held 50% of the shoe market in Japan after the shoe became so popular. The company released its first basketball shoe, the "Tiger Basketball Shoe" featuring a unique suction cup outsole.
1960's
The brand became widely recognized after providing shoes for the Japanese Olympic team during the Tokyo Olympics. Moreover, the "Mexico 66" sneaker was released in 1966, and later became one of Onitsuka's most iconic and enduring models.
1977
Onitsuka merges with GTO and Jelenk to form ASICS Corporation. ASICS is an acronym for 'Anima Sana In Corpore Sano', Latin for 'a sound mind in a sound body', which reflects the company's commitment to promoting an active and healthy lifestyle.
1990's
The "GEL-Lyte III" is unveiled, featuring ASICS' innovative GEL cushioning system and a split tongue design.
2000's
The "GEL-Nimbus" is introduced, becoming a popular choice among runners for its plush cushioning and long-distance comfort. In 2007, ASICS launched the "GEL-Kinsei" a high-performance running shoe featuring advanced technologies and an attention-grabbing design.
2010s
The "GEL-Lyte V" is reissued, gaining popularity in the sneaker community for its retro appeal and comfort. additionally, in 2018 ASICS collaborated with renowned fashion designer Kiko Kostadinov, creating a collection of innovative and fashion-forward sneakers.
In addition to the initial basketball shoes, ASICS expanded its product line to include running shoes, training shoes, and other athletic gear with the goal of improving youth health.
ASICS Today
Over the last few years, ASICS has expanded its sneaker offering and innovated.
In order to further enhance performance and comfort, the brand has introduced new technologies and updated its existing models.
ASICS, for instance, offers lightweight cushioning and energy return with FlyteFoam technology.
In addition, knit uppers provide a seamless, adaptive, and breathable fit.
ASICS is committed to sustainability, using eco-friendly materials and manufacturing practices in their products.
Recycling materials and using energy-efficient production methods have been among their initiatives to reduce their environmental impact.
Globally, ASICS sneakers remain popular among athletes and fitness enthusiasts.
As a sponsor of elite athletes and events, the brand maintains an active presence in the running community.
Collaborations with brands and designers like Kiko Kostadinov and Vivienne Westwood have further elevated ASICS' sneaker offerings.
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