Asics Men

ASICS MEN: A legacy of success between sport and innovation

From its beginnings as a small footwear workshop, ASICS has now become one of the most influential sports brands in the world thanks to a vision built on the concept of “Anima Sana in Corpore Sano” – a variation of the famous Latin expression that embodies the belief in a vital balance between mind and body.

This philosophy, an essential part of the company culture, is rooted in the belief of founder Kihachiro Onitsuka: movement is the key to a better life.

The Origins of ASICS: Onitsuka's Dream

Kihachiro Onitsuka, a former soldier, founded his first company in 1949 with a clear mission: to create footwear that would inspire people to take up sports at both amateur and professional levels.

Onitsuka found inspiration even in the most unexpected details—one of its first basketball shoe designs, for example, was modeled after the grip of an octopus tentacle, demonstrating its focus on innovation from its earliest years.

That model, renamed "Onitsuka Tiger", soon became a symbol of performance and design.

The Rise of ASICS: From Fusion to GEL™ Technology

In 1977, Onitsuka Co. merged with two other Japanese companies, GTO Co. and JELENK Co., and ASICS was officially born.

Since then, the company has invested heavily in research and development, bringing to market innovations such as the revolutionary GEL™ technology, designed to ensure optimal cushioning and support for runners.

This system, introduced in the 1980s and perfected over time, transformed the world of running footwear and is still found today in iconic models such as the GEL-LYTE™ and GEL-NIMBUS™, widely appreciated by athletes all over the world.

Excellence at the Feet of Champions

Throughout its history, ASICS has accompanied numerous athletes to victory.

Rosa Mota, a Portuguese marathon runner, triumphed in the 80s with her ASICS, as did Stefano Baldini, who in 2004 won the Olympic gold in the marathon wearing the Japanese brand. The versatility of the brand is demonstrated by its commitment to various disciplines, from running to wrestling, with the wrestler Saori Yoshida, to tennis with a line of footwear dedicated to the champion Novak Djokovic.

Kihachiro Onitsuka's Legacy and the Future of ASICS

Kihachiro Onitsuka is remembered for his passion for sport, but above all for his unwavering determination and visionary spirit.

His legacy is still at the heart of ASICS' mission, which in 2018 celebrated the centenary of his birth with a commemorative line enriched by a sunflower designed by the founder himself.

This vision continues to guide the company which today is committed to offering quality products and promoting a healthy and active lifestyle for everyone.

ASICS Tomorrow: Innovation and Global Wellbeing

ASICS continues to develop cutting-edge technologies to enhance the sports experience.

The company is investing in a sustainable future, promoting ethical materials and responsible production processes, always with the aim of ensuring well-being and happiness at every step.

Kihachiro Onitsuka's vision of raising the morale of young Japanese in the post-war period has now transformed into a global mission: to improve the quality of life through movement and body care.