The History of ASICS
In 1949, Kihachiro Onitsuka founded ONITSUKA Shokai in Kobe, Japan. In that same year, the company was reorganised as ONITSUKA Co., Ltd. with only two employees and a capital of 300,000 yen. At the time of its founding, he aimed for the company to contribute to the nurturing of youth and the development of society through sports.
In 1977, the name was changed to ASICS after the company merged with two others, which is an acronym for the Latin expression ‘Anima Sana In Corpore Sano’, a quote from the Roman satirist Juvenal.
The proverb, meaning ‘A Sound Mind, in A Sound Body’, was proposed by Kohei Hori, a friend of Onitsuka who, during wartime, was director of Health and Physical Education at the Hyogo Prefecture Board of Education. It inspired Onitsuka so much that he decided to dedicate himself to making sports shoes with the aim of enabling people all over the world to lead a healthy and happy life, both physically and mentally.
Sneaker Development
Prior to the first release of ONITSUKA Co., Ltd., Onitsuka gave various prototypes of his shoes to players from leading basketball clubs. Here, the shoes were regularly tested and improved. This led to the first athletic sports shoe made by ONITSUKA Co., Ltd. in 1950, which was a basketball shoe.
This was at a time when it was thought to be the toughest sports shoe to make. But Onitsuka was convinced that if he could overcome a high hurdle at the start, he could continue to overcome future hurdles.
After the success of the basketball shoe, a wide variety of other categories of sports shoes were launched shortly thereafter. This included marathon shoes, wrestling shoes, soccer shoes, fencing shoes, and volleyball shoes.
In contrast, the 1960 MAGIC RUNNER was developed for marathon runners. At that time, it was usual for athletes to have blisters on their feet. Therefore, the brand developed a new type of ventilation system modelled on air-cooled motorbikes. This included holes near the toes and on the sides of the shoe.
In 1986, the first GEL-based shoe was launched with the silicone cushioning material cushioning the foot on impact. The GEL could be found in two models of running shoes, the GT-II and the FREAKS. It also continued to evolve into one of the fundamental functional materials ASICS associates with today.
ASICS Stripes
The iconic ASICS stripes that we all know were originally introduced as the Mexico line. As a tradition, ONITSUKA introduced a new unique trademark every four years. This included the Mexico stripes in 1966. Eventually, this design would represent the shoes of ONITSUKA TIGER, ASICSTIGER, and ASICS.
Cortez
Did you know that the Cortez shoe was released in collaboration between Bill Bowerman of Blue Ribbon Sports and Onitsuka? This shoe was made specifically for the American market, where there was a demand for a shoe with better cushioning.
While the shoe was a huge success, Blue Ribbon Sports changed to Nike, who released their own Nike Cortez line, this time with the iconic Swoosh. This led to a behind-the-scenes battle that even resulted in a lawsuit over who would have the rights to the name. The decision was made in favour of Nike and Onitsuka was forced to rebrand their shoe under the name Tiger Corsair.
Innovation and Technology
When it comes to innovation in the sneaker industry, ASICS is one of the leading players. The brand has made numerous technological advancements to enhance its sneakers and optimise the performance of athletes.
- Gel Technology: silicone cushioning material designed to absorb and distribute shock during running.
- FlyteFoam: a light midsole material that's approximately 55% lighter than traditional EVA midsole materials.
- TRUSSTIC: used in the middle part of the sole, tailored to the shape of the shoe according to the movements used in sport.
- AHAR/AHARPLUS: outsole materials that improve the durability of shoes without sacrificing necessary functions like grip.
- DUOMAX: reduces stress on the foot resulting from overpronation with firm sponge material in part of the midsole.
ASICS has always had a strong focus on the functionality of its sneakers, especially in the running and sports industry. However, the brand has also become known for its innovative and stylish designs. By perfectly combining functionality and aesthetics, ASICS sneakers have become popular in both the sports and fashion world.
The design philosophy of ASICS focuses first and foremost on understanding the needs of the athlete and the challenges they face. ASICS then develops designs that address these needs and challenges, integrating the above-mentioned innovations and technologies into the sneaker design.
In addition to the functional aspects, ASICS also places great importance on the aesthetics of its sneakers. The brand believes that a sneaker, in addition to performance, should also be an important part of your personal style.
To create a distinctive and recognisable sneaker, ASICS uses various contrasting colours, textures, and patterns. To achieve this, ASICS regularly collaborates with designers and artists, such as Ronnie Fieg.
In addition, new collections and colour schemes are regularly released that are inspired by the latest fashion trends and colours. This keeps the brand not only stylish but also innovative and forward-thinking in the world of sneaker design.
ASICS: Answering Your Questions
Is ASICS a Japanese brand?
ASICS was originally founded in Kobe, Japan in 1949 by Kihachiro Onitsuka, and the company is still based there today.
What was ASICS' original name?
Starting as Onitsuka Co., making basketball shoes, the company later changed its name to ASICS in 1977 after the company merged with two others.
What does ASICS mean?
ASICS is an acronym for the Latin phrase 'Anima Sana In Corpore Sano' which means 'A sound mind in a sound body'.
How are ASICS working towards sustainability?
For a comprehensive overview of how ASICS are working towards a sustainable future, you can read our report here.
Why are ASICS sneakers so expensive?
ASICS running shoes can be expensive due to a number of reasons, including their advanced technology, premium materials, ethical approach to manufacturing, and specialist build for runners.
How long do ASICS sneakers last?
ASICS sneakers are built to last, with a durable design and high-quality materials. ASICS recommends replacing running shoes approximately every 300 to 500 miles. This translates to 3-6 months for runners, or up to a year for casual wearers.
Do ASICS fit true to size?
ASICS recommend sizing up half a size for their running shoes, and they come in a range of narrow to extra wide sizes for every foot type. For guidance on sizing for individual ASICS models, check out our ASICS sizing guide here.
How do you tie ASICS sneakers?
For guidance on tying your ASICS laces, check out our Ultimate Sneakerjagers Lacing Guide!
How do I clean my ASICS sneakers?
An ASICS sneaker should be cleaned by hand. For the best results, remove the laces, then use a toothbrush to remove obvious dirt from the surface. Mix a mild detergent with some water and use a sponge or cloth to gently scrub harder stains, or for suede, use a suede brush (water can damage suede). Use a damp cloth to wipe off the residue, then let them air-dry.
For a smelly sneaker, you can sprinkle baking soda inside the shoe, then leave overnight. The powder will absorb moisture and neutralise the smell. Shake out the excess before wearing again. Alternatively, you can use silica gel or activated charcoal bags for the same results.
Laces can be cleaned with a mild detergent and rinsed afterwards, or you can put white laces in a 1:5 bleach and water solution for a few minutes and then rinse thoroughly with clean water.
In addition, we do not recommend putting your shoes in the washing machine. Sneakers made of leather and suede can come out damaged. With shoes made of canvas or cotton, the risk is less, but the chance of damaged sneakers remains. So we recommend always washing your sneakers by hand. If you do put them in the washing machine, then place the shoes in an old pillowcase beforehand.
Where can I buy ASICS?
Do you have your eye on this brand? With our sneaker search engine, you can browse ASICS at different retailers and at different prices. Our release calendar also keeps you up to date on ASICS restocks and new releases!
Notable ASICS Collaborations
Over the years, ASICS has collaborated with many famous athletes. This has not only contributed to the company's success, but also to the development of some of the most iconic sneakers. Sports in which ASICS mainly collaborates with athletes are running/athletics, tennis, wrestling, and triathlon.
Running and athletics
When it comes to running and athletics, you can think of names like Sara Hall, Deena Kastor, Taliyah Brooks, and Johnny Gregorek.
By incorporating feedback and expertise from these athletes, ASICS has been able to develop some of its most popular running shoes, such as the GEL-Kayano and the GEL-Nimbus.
Tennis
When we talk about one of the most successful tennis players of all time, we are of course talking about Novak Djokovic!
Together with ASICS, he has worked to develop his own line of tennis shoes, including the popular ASICS COURT FF.
Wrestling
Wrestlers have unique needs and specific requirements when it comes to their equipment. That's why ASICS works closely with world-class wrestlers to develop products that enhance your performance on the mat.
For example, the company works with Adeline Gray, Nick Gwiazdowski, and Joey McKenna, among others. This has resulted in the popular ASICS Aggressor collection.
Triathlon
In addition to wrestlers, triathletes also have unique needs and specific requirements. To improve the performance of triathletes, the brand collaborates with Flora Duffy, a Bermudian triathlete known for her powerful swimming and running.
This collaboration has resulted in the GEL-Noosa Tri and Metaspeed Sky collections, among others.
Collaborations with Brands
In addition to famous athletes, ASICS also has several iconic collaborations with brands under its belt.
For example, with JJJJound, where the two worked on the GEL-Kayano 14. The JJJJound x ASICS was released in two colorways and was sold out in no time - which is not surprising when it comes to Justin Saunders.
Or consider Awake NY, who have had multiple successful collaborations with ASICS. For example, the GEL-Kayano 5 360 from 2020 or the newer GEL-NYC collection!
Finally, there is the colourful version of Brain Dead on the GEL-Nimbus 9. This shoe has an industrial look that was typical during the Y2K era. It also features the classic Brain Dead moniker on the sockliners and two lace options for a more personalised look.
Popular ASICS Models
Over the years, ASICS has released a wide range of sneakers, each with their own unique features and styles. However, some of these releases have garnered particular attention and have become true icons in the sneaker world.
ASICS Gel-NYC
The ASICS Gel-NYC takes its inspiration from both historical and modern running styles, with a focus on peak performance. For instance, the upper clearly reflects the design elements of the Gel-Nimbus 3, which originated in the early 2000s, and adds several details borrowed from the design of the MC-Plus V here.
In addition, the finishing of the shoe is inspired by the Gel-Cumulus 16 and contrasts with the retro influences of the upper. Thanks to a clever combination of lightweight foam and Gel technology inserts, advanced comfort is provided for your feet during wear.
ASICS GEL-Kayano 14
Introduced in the late 2000s, the ASICS SportStyle Gel-Kayano 14 embodies the aesthetic of 'Retro Futurism'. It also reflects the duality between classic fashion trends and the influence of Japanese workwear. What makes this version special is that it is the first variant not designed by Toshikazu Kayano, the original creator of this iconic sneaker line.
This latest version features a lightweight and breathable mesh upper, allowing your feet to breathe. Moreover, the advanced Gel cushioning system and a TRUSSTIC support unit provides an extremely comfortable running experience.
ASICS GEL-1130
Bridging decades of design evolution, the ASICS Gel-1130 pays homage to the ninth iteration of the Gel-1000 series. Originally inspired by the Gel-Kayano 14 with a similar aesthetic to the hero, this stable running shoe from 2008 is a true pioneer.
With this silhouette, traditional materials were refreshed with the addition of suede details, giving the shoe a modern look. Moreover, the comfort level of this heritage running shoe was adapted for everyday street use, thanks to the integration of Gel technology in the heel. This provides shock absorption throughout the day!
ASICS GEL-Nimbus
The GEL-Nimbus was first released in 1999. It owes its name to the cumulonimbus cloud, due to its lightweight and soft characteristics. The GEL-Nimbus is considered a successful release due to its gender-specific forefoot (TRUSSTIC) and cushioning technology (FlyteFoam), providing ultimate stability and shock absorption.
ASICS GEL-Lyte III
After 30 years, the Gel-Lyte III has been relaunched in its original shape and construction, as designed by Shigeyuki Mitsui in the early 1990s. Key design elements, including the original shape and signature split tongue, have been kept completely intact.
In addition, the upper flaunts overlays of high-quality nubuck leather, perforated leather underlays and retro accents. Furthermore, the Gel technology present in the heel ensures ultimate comfort with every step!
ASICS Gel-Lyte V
The ASICS SportStyle Gel-Lyte V takes its inspiration from technical running shoes and various influences from outdoor activities. The upper of this shoe features suede overlays, round laces and ballistic mesh details.
These subtle features are balanced by neutral colours reminiscent of the soothing hues of nature. In addition, the sole retains the signature wavy design, first introduced to the world of running shoes in 1993.
ASICS EX89
The ASICS SportStyle EX89 brings a fusion of modern cushioning technologies and historical influences, with its roots in the 1989 Gel-Extreme basketball shoe. This sneaker was originally designed by Toshikazu Kayano, which was created during his very first project for ASICS. It's made of high-quality materials such as mesh and synthetic leather, which provide a good fit and long-lasting durability.
ASICS Japan S
The Japan S model embraces the vintage basketball look, adding iconic basketball-inspired details that reference the footwear worn by basketball players in the 1980s. With its lightweight design and custom-made sole, this shoe offers excellent comfort and durable cushioning.
This historic style pays homage to the retro basketball sneaker aesthetic and features nostalgic ASICS branding, such as the signature tiger stripes on the sides and the ASICS logo on the heel.
ASICS Gel-1090 V2
Originally from 2003, the ASICS Gel-1090 V2 has had a makeover with modern influences. This version is embellished with suede overlays and heel loops at the back to create a modern look.
For instance, fluid lines run along the midsole, reminiscent of the movement of a flapping checkered flag. Moreover, the heel is equipped with Gel technology to take comfort to the next level.
ASICS Gel-Quantum 360 VII
With the Gel-Quantum 360 VII cushioning technology, ASICS has taken another step forward. In collaboration with the ASICS Institute of Sport Science, in-depth research was carried out on new everyday applications of ASICS' most advanced running technologies.
For instance, the strategic placement of Gel technology ensures effective shock absorption under the foot. Moreover, the Scutoid shape allows you to move more naturally during everyday activities, such as travelling to and from work by walking or exploring new places.
ASICS Gel-Sonoma 180
The Gel-Sonoma 180 combines ASICS' running origins with the advanced design of the Gel-Quantum series. It retains that rugged influence, but adapted to the needs of the urban runner.
As for the midsole, this shoe adopts the advanced tooling of the Gel-Quantum 180 VII. In addition, the 3D geometry of the Scutoid Gel Technology promotes natural movement during everyday activities, such as walking to work or exploring new places.
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