Kihachiro Onitsuka founded Onitsuka Tiger in Kobe, Japan, focusing on producing high-quality basketball shoes. His vision was to promote health through sports, starting with innovative footwear.
One of Onitsuka Tiger's early breakthroughs was the "Suction Cup" basketball shoes, inspired by the grip of an octopus' tentacle. This design provided better traction and marked the brand's commitment to innovation.
Onitsuka Tiger introduced Nylon shoes, enhancing the performance and durability of their athletic footwear, contributing to the brand's reputation for quality.
The Magic Runner marathon shoes were launched, designed to meet the specific needs of long-distance runners. This model helped solidify Onitsuka Tiger’s presence in the running community.
Creation of the ASICS Stripe Design The introduction of the ASICS stripe design on the side of their shoes became an iconic feature, symbolizing the brand’s dedication to performance and style.
Finnish long-distance runner Lasse Viren wore ASICS shoes to win a gold medal at the Olympics, highlighting the brand’s international prominence and performance capabilities.
Onitsuka Tiger merged with GTO Co., Ltd. and JELENK Co., Ltd., forming ASICS Corporation. The name ASICS is an acronym derived from the Latin phrase "Anima Sana In Corpore Sano," meaning "A Sound Mind in a Sound Body."
ASICS introduced GEL technology, a cushioning system designed to provide superior shock absorption. This innovation set a new standard in athletic footwear, particularly in running shoes.
ASICS opened its Research Institute of Sports Science in Kobe, Japan, to conduct in-depth research and development in sports technology. This facility played a crucial role in advancing the brand’s footwear technology.
Named after its designer, Toshikazu Kayano, the GEL-Kayano series became renowned for its stability and cushioning, targeting long-distance runners. It remains one of ASICS' most popular running shoe lines.
ASICS introduced the Impact Guidance System (IGS), designed to enhance the foot's natural gait from heel strike to toe-off. This technology further cemented ASICS' reputation for creating scientifically advanced running shoes.
ASICS expanded its portfolio by acquiring Haglöfs, a leading Swedish outdoor brand, enhancing its presence in the outdoor sportswear market.
ASICS launched ASICS Tiger, a lifestyle brand that reintroduced classic Onitsuka Tiger designs with modern updates, appealing to sneaker enthusiasts and fashion-forward consumers.
ASICS acquired the fitness app Runkeeper, integrating digital fitness tracking with their footwear products, thus embracing the technological advancements in the fitness industry.
ASICS introduced FlyteFoam technology, a lightweight cushioning material that provides enhanced comfort and durability for runners. This innovation further demonstrated ASICS' commitment to performance and comfort.
ASICS reported ¥570.4 billion in net sales and ¥35.2 billion in net income for 2023, showcasing the brand's strong market presence and financial health.