Founder Mr. Kihachiro Onitsuka started his basketball shoe manufacturing company from his living room in Kobe, Japan in 1949. It wasn’t until 1977 that he changed the name to Asics, with the belief that promoting total health and fitness is the optimum way to create a happy and healthy lifestyle. The name is based on “Anima Sana InCorpore Sano”, a famous Latin phrase that means “A sound mind in a sound body.”
This philosophy still rings true today, with every idea and concept being to design and create the best possible product. Their mission to become sports enthusiasts’ brand of choice is not just a wish as they use their technological advances to allow them to push their limits on learning about the body's needs in relation to athletic gear. Their pledge is to “bring harmony to the soul and body.”
Asics history of technological advancements and athletic performance was introduced to the U.S. in 1977, and their philosophy still rings true today.
What Have They Done?
The Research Institute of Sports Science was opened by Asics in 1990 in Kobe, Japan, a place where coaches, athletes and their team of scientists work together to create sports apparel and sports shoes with their revolutionary innovative technological approach. With over 45,000 square feet dedicated to research facilities including test rooms, a running track, a volleyball and basketball hall and over 200 employees, Asics work all points to one goal, allowing athletes across the globe to achieve a higher level of enjoyment and perform to their best abilities.
Asics is continually expanding their brand to include sportswear and shoes for sports. They are developing a line of rugby boots with a prevention insole, designed to decrease injuries that has never been used before in the rugby boot - a high performance product.
Asics’ dedication to research and development of their products keeps them at the forefront of the sportswear and apparel industry. One of their latest garment launches is the Inner Muscle, a product that took many years to develop in Kobe, Japan.
It’s not only famous athletes that can be seen wearing Asics shoes and apparel. Celebrities are no stranger to this brand. Reese Witherspoon, Kaley Cuoco, Jared Leto, John Mayer, Jennifer Garner, Amy Adams, Adam Brody, Ryan Gosling, Ben Affleck, Uma Thurman and even Howard Stern, among countless others have been photographed in Asics line of sports equipment and apparel.
Asics hasn’t escaped royalty either, with Princess Beatrice of York and Prince William of Wales having been photographed in Asics products as well.
Due to the launch of the rugby line, Asics has acquired some leading rugby players, including Toby Flood and Jamie Noon as ambassadors for Asics.
If their history is any predictor of their future, Asics will have a long and successful relationship with athletes and recreational customers around the world. As they continue to expand their lines, so will their customer base.
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