hype cog
Asics

ASICS

ASICS is a Japanese athletic equipment company, producing footwear and sports equipment for a wide array of sports, incepted as Onitsuka Co. Ltd. in 1949 by Kihachiro Onitsuka. It was originally aimed at producing basketball shoes in his hometown of Kobe, Japan. The company’s trademark branding of crossed stripes first made its debut in the Mexico 66 design and has since become ubiquitous. In 1977, Onitsuka Tiger merged with GTO Sports Nets & Sportswear and JELENK, giving birth to the ASICS Corporation. The acronym ASICS, or ‘Anima Sana In Corpore Sana’, meaning ‘A Sound Mind In A Sound Body’, stems from the philosophy of Kihachiro Onitsuka, who believed that sport promoted a healthy and happy lifestyle. Onitsuka’s innovative approach to sporting footwear filtered through to ASICS’ values, which came to be at the forefront of designing footwear exclusively for women. Now attracting both male and female world-class athletes alike, ASICS started sponsoring competitors in major sporting events. This public endorsement of the sporting excellence of its shoes spurred the brand to further improve its shoe technology. In the 1980s, ASICS branched out from Kobe, Japan, opening a state-of-the-art research and development laboratory with the sole purpose of meeting the needs of the modern athlete. The brand continued to innovate and develop well into the 21st century, and today ASICS’ range of performance sportswear is as popular with leading athletes as it with recreational enthusiasts. The brand has historic ties to Nike, whose founder Phil Knight founded Blue Ribbon Sports (before it was Nike Inc.) to sell ASICS shoes. The first Nike shoes were made when Knight hired some of ASICS’ engineers, and so original models were developed and made in Japan.

ASICS' GEL-Diablo Gets Two New Colorways for Fall
ASICS GEL-Lyte MT Launches in Grey & Navy Suede
ASICS Unveils a "Deep Teal" Colorway of the GEL-Respector
ASICS Brings GORE-TEX Construction Back to the GEL-Lyte V
Here's Where to Buy the 9 Most Hyped Sneakers Dropping in Europe This Weekend
Majid Jordan Gets Cosmic in Monochrome for ASICS' Latest Campaign

1977

Onitsuka Tiger merged with GTO and JELENK to form ASICS Corporation

1949

Mr Kihachiro Onitsuka founded the forerunner of ASICS, Onitsuka Company, in Kobe, Japan
 
HYPES is a real time popularity metric informing readers of what is trending