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ASICS is one of, if not, the most popular Japanese sportswear brand. It has been a go-to choice for professional athletes and sneaker enthusiasts worldwide.
From its humble beginnings in 1949 to becoming a global leader in the athletic footwear industry, ASICS has continuously evolved to meet the ever-changing needs of athletes, customers, and social responsibility.
In this special article, we cover the most important facts you need to know about ASICS—its history, its best products, and where to buy the best ASICS products. After all, Asics is a living testimony of how a visionary’s genuine desire to help people through quality sportswear can go a long way.
History of Asics
Asics has a long history of growth before achieving its global status as one of the world’s top brands of sportswear.
1949- The Birth of ASICS
Kihachiro Onitsuka returned home from war, and he founded Asics in Kobe, Japan on the 1st of September 1949.
Inspired by his desire to help the youth and by the words of a high-ranking government official and friend, Mr. Onitsuka later organized this shoe company as ONITSUKA Co., Ltd.
An image of Kihachiro Onitsuka riding a bike during the early days of ASICS. Photo Courtesy of ASICS.
1950- Launch of First Basketball Shoes
Still under the name ONITSUKA Co. Ltd, the shoe company launched its first athletic sportswear in the spring of 1950.
OK Basketball Shoe was the very first ASICS product. Photo courtesy of ASICS.
For Mr. Onitsuka, this was a major milestone because basketball shoes were regarded as the most challenging athletic shoes to produce. Overcoming this initial hurdle created more opportunities to venture into other athletic shoes for other sports.
1964-Development of New Sportswear for More Categories
ONITSUKA Co., Ltd added athletic shoes to other sporting categories. The most notable additions included marathon shoes, wrestling shoes, soccer cleats, volleyball shoes, and gymnastic shoes.
1977- Merging into ASICS Co., Ltd.
Top stakeholders arrived at a major corporate decision to merge three related companies—ONITSUKA Co., Ltd., GTO Co., Ltd, and JELENK Co. Ltd.—into ASICS Co., Ltd.
Top leaders from three different companies merge into what is now known as ASICS CO., Ltd. Photo courtesy of ASICS.
1985- Completion of ASICS’S New Head Office
On the 10th of July 1985, ASICS finally completed the construction of the new head office at Kobe Port Island, Kobe City, Hyogo.
The following year in 1986, ASICS finally launched its GEL™ technology. Ever since then, their shoes have become an even more well-reputed option.
1990- Completion of ASICS Research Institute of Sports Science
The research facility also features different laboratories, training rooms, and sports gymnasia.
2007-World’s First ASICS Brand Store in Tokyo
This year marked the opening of the ASICS Store Tokyo. It’s a specialty running store wherein customers can choose ASICS shoes that appropriately correspond to their running style and foot type. Moreover, this year also saw ASICS adopt the new corporate slogan, “sound body, sound mind.”
2017- Launch of I MOVE ME Branding
ASICS launched the I MOVE ME campaign to empower people for healthier and happier lives through the movement of the body and quality sportswear. More importantly, the campaign was designed to position ASICS as the go-to brand for the present and future generations of athletes. Later in 2021, ASICS further highlighted their branding campaign with the slogan “Sound mind, Sound body.”
Also Read: MORE POPULAR JAPANESE SPORTS BRANDS
As earlier mentioned, ASICS started under a different name. Upon the merging of the involved companies, corporate leadership decided to choose the name ASICS.
The name ASICS is an acronym for the first letters of the Latin phrase “Anima Sana In Corporare Sano.” The phrase roughly translates to English as “If you pray to God, you should pray for a sound mind in a sound body.”
ASICS’s Logo
With the changes in the name came also the corresponding transformations in ASICS’s logo.
The 1977-2003 ASICS logo was created by Herb Lubalin. Photo courtesy of 1000Logos.
The 1977 ASICS logo features a sans-serif typeface, light blue, and a swirling path of an Olympic running track. Its smooth lines suggest motion and speed.
The 2003-present ASICS logo. Photo courtesy of 1000Logos.
The original logo stayed for over twenty years. However, in 2003, ASICS made some changes to its logo to what we recognize today.
The present logo features an italicized font of the company’s name. The dark blue color suggests a more serious yet fundamental look.
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About ASICS Products
ASICS has had its share of transformations since its creation in 1949. People have witnessed ASICS evolve in terms of its branding efforts like in its name, logo, and slogan. However, the most important measure of ASICS evolution is seen in its products.
With its strong research base, ASICS continues to thrive as a top international manufacturer in the sportswear market. Through the years, ASICS has innovated top-of-the-range sneakers and other sports products, too. ASICS primarily offers a wide range of products to cater to different athletic needs. Moreover, ASICS has also added more selection of lifestyle sneakers to its vast portfolio of running shoes. In short, Asics has something for every person.
Some popular Asics products include:
ASICS GEL-Kayano ®
Black GEL-Kayano 30 with Yellow Glow. Photo courtesy of ASICS
This iconic running shoe is known for its excellent cushioning, durability, and stability. It is perfect for long-distance runners. It has been ASICS ‘pinnacle running shoe for the last 27 years.’
ASICS GT- 2000™ 
Black/Tarmac ASICS GT-2000™ running shoes for women. Photo courtesy of ASICS.
ASICS GT-2000™ leans more toward helping runners have moderate stability in their daily run. It has been labeled as a shoe for neutral runners who may want to take running in longer distances.
If your feet overpronate and/or you have low/medium-high arches, GT-2000™ can help you in many ways.
ASICS GEL-Nimbus ®
ASICS Gel-Nimbus 25 in blue and pink variants. Photo courtesy of ASICS.
This is another popular running shoe designed by ASICS for neutral runners. There’s a little extra bulk underfoot, but Gel-Nimbus offers cushioning, durability, and stability. This is why it’s a favorite among athletes of all levels.
ASICS GEL-Cumulus®
ASICS Gel-Cumulus 25. Photo courtesy of ASICS.
ASICS GEL Cumulus is also a neutral running shoe. However, its cushioning technology focuses on the rearfoot and forefoot to help absorb shock in these areas. If you’re an underpronator or your feet are susceptible to stress fractures, consider using this ASICS shoe.
ASICS METASPEED™ 
At left is ASICS METASPEED SKY+; At right is ASICS METASPEED EDGE+. Photo courtesy of ASICS.
This recently released ASICS shoe is designed for stride runners and for racing all distances—from 5 KM to longer marathons. Despite being released only around 2022, ASICS Metaspeed has already received popularity and preference among athletes for marathons and other long runs.
Besides from running, Asics also has shoes and sportswear for all kinds of sports like tennis, baseball, basketball, golf and more. If you are looking for high quality and innovative sports poroducts, we definitely recommend you to try Asics.
Also Read: A BEGINNER’S GUIDE TO TRADITIONAL JAPANESE SPORTS
Popular Collaborations and Ambassadors of ASICS
Because of its immense global popularity, ASICS has collaborated with various brands, designers, and celebrities to create unique and memorable products. Some popular brand collaborations include:
Kiko Kostadinov x Asics GEL-Quantum Zientzia
Black and Blue Kiko Kostadinov Studio x ASICS GEL-QUANTUM™ ZIENTZIA. Photo courtesy of Selecta Bisso.
Bulgarian designer Kiko Kostandinov partnered with ASICS to produce ZIENTZIA in 2023. The sneaker’s design pays homage to ASICS Institute of Sports Science.
It features a breathable mesh and the famous tiger stripes that come in royal blue and/or silver. It comes with ASICS’ GEL technology and has been regarded for its comfort.
ASICS GEL-1090™ x Andersson Bell
ASICS GEL-1090™ x Andersson Bell white and orange variant. Photo courtesy of Naked Copenhagen.
Inspired by a South Korean perspective and Scandinavian artistry, this product is perhaps one of the most unexpected yet the most celebrated collaborations with ASICS. Moreover, these ASICS shoes are inspired by classic mountaineering footwear. Its heels also feature GEL™ technology.
Awake NY x GEL-NYC 
Pure Silver Awake NY x GEL-NYC by Angelo Baque. Photo courtesy of Sneakers Leakers.
Formerly the brand director of Supreme, Angelo Baque partnered with ASICS to deliver something special. So unique it was that the item literally sold out in just a few minutes after its release. The collaboration for these ASICS shoes makes use of archival ASICS designs and Awake NY’s touch. Its cushioning system is that of ASICS GEL™ Cumulus.
Aside from collaborating with shoe designers, ASICS has consistently managed to partner with famous athletes and sports teams, too.
Some of the most popular partnerships with athletes include:
Andres Iniesta as ASICS Global Ambassador
Andres Iniesta in his Vissel Kobe jersey with ASICS as a sponsor. Photo courtesy of Rakuten.Today
Coming off his legendary soccer career in Europe in 2018, Andres Iniesta took on the challenge to represent the famous Japanese sports brand on a global stage. On top of that, the former Vissel Kobe midfielder also participated in the product development of an exclusive soccer boot with ASICS.
Shohei Ohtani and ASICS Partnership
Shohei Ohtani wearing ASICS baseball gear for the Los Angeles Angels. Photo courtesy of What Pros Wear.
One of baseball’s superstars today, Shohei Ohtani also partnered with ASICS since 2014 before moving on to a new brand in July 2023. Shohei Ohtani primarily used ASICS baseball gear from head to toe. That typically includes Ohtani’s baseball cap, baseball bat, and baseball gloves.
Novak Djokovic as Champion and ASICS Ambassador
Novak Djokovic Announcement video. Video courtesy of ASICS YouTube channel.
The signing of Novak Djokovic as one of the ASICS ambassadors is perhaps one of the company’s best decisions ever! ASICS just signed a grand slam tennis champion and one of the best athletes to ever grace the tennis court. Like Andres Iniesta, Novak Djokovic also closely worked with ASICS’ product development and research team to produce exclusive ASICS footwear.
Best Places in Japan to Buy ASICS Products
If you’re visiting Japan and looking for a chance to buy ASICS soon, here are a few popular places to check out.
Simply copy and paste the link of the product you want and add it to your ZenMarket cart.
Also Read: HOW TO BUY FROM JAPAN WITH ZENMARKET?
ASICS Store Tokyo 
Front view of ASICS Store Tokyo in Ginza. Photo courtesy of ASICS.
Address: 1F NTT Ginza Building, 8-2-7, Ginza, Chuo-ku, Tokyo
Store Hours: 11:00-21:00 (Monday-Friday); 9:00-19:00 (Saturday-Sunday; Holidays)
This specialty store opened in 2007 and was the first ASICS shop dedicated to catering specific shoe needs of customers.
ASICS Store Harajuku
Front view of ASICS Store Harajuku. Photo courtesy of Japan Shopping Now.
Address: 1F, Jingumae Tower Bldg, 1 Chome−5−8, Jingumae, Shibuya City, Tokyo
Store Hours: 11:00-19:00 (Wednesday-Saturday); 11:00-18:00 (Sunday and Tuesday); Closed on Mondays
Situated in the heart of the shopping district of Harajuku, this shop is considered the flagship store of ASICS in Tokyo. Moreover, the store is the first to feature items from ASICS, ASICSTIGER, and Haglöfs.
ASICS Osaka Shinsaibashi
Front view of ASICS Osaka Shinsaibashi. Photo courtesy of Shinsaibashi-suji Shopping Center Promotion Association
Address: 1F, Kawachi Building, 1-8-1 Shinsaibashi Shinsaibashisuji, Osaka
Store Hours: 11:00-20:00 (Wednesday-Saturday); 11:00-18:00 (Sunday and Tuesday); Closed on Mondays
ASICS Osaka Shinsaibashi is right in the city center of Osaka. The Shinsaibashi location of ASICS offers a range of valuable services to its customers. Among these is the unique ASICS FOOT ID system, which measures your foot movement while running. Alternatively, you may also use ASICS’s store locator to find the closest shop near you.
Also Read: FULL GUIDE ON SPORTS SHOPPING IN JAPAN
Conclusion
ASICS is a top-notch sports brand known for its innovation and dedication to athletic performance. It has a long history of starting as a passion to help athletes all the way to becoming one of the world’s best corporations.
This Japanese sports brand achieved its global status through producing research-based shoes, collaborating with designers and athletes, and constantly innovating to produce shoes that aid the overall well-being of the sportswear user.
Through the years, ASICS has shown that whether you’re a runner, a sneaker enthusiast, or someone looking for comfortable and stylish footwear, ASICS has something for everyone.
So, the next time you’re searching for the perfect pair of running shoes or lifestyle sneakers, consider ASICS as your trusted brand.
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