Asics

Short Description

ASICS stands as one of the world's most respected running brands, originating from Japan in 1949. Founded by Kihachiro Onitsuka in Kobe, the company began manufacturing basketball shoes before evolving into a global athletic powerhouse. Originally established as Onitsuka Co., Ltd., the company merged with GTO Co. and JELENK Co. in 1977 to officially form "ASICS". The brand's name derives from the Latin phrase "Anima Sana In Corpore Sano," meaning "a sound mind in a sound body." This philosophy drives every product innovation and design decision. Throughout decades of development, ASICS has pioneered revolutionary technologies, including GEL™ cushioning systems. The brand serves runners across all levels and disciplines, from recreational joggers to elite marathon champions. Furthermore, ASICS maintains its commitment to biomechanical research and performance optimization. Japanese craftsmanship heritage influences every aspect of their manufacturing process. Additionally, the company continues expanding its global footprint while honoring its foundational principles of quality and innovation.

Main Product Lines

Running Shoes:

• Daily Trainers: GEL-Nimbus series, GEL-Cumulus series, GEL-Kayano series
• Tempo Shoes: Novablast series, Sonicblast, GT-2000 series
• Racing Shoes (5K–Marathon): Metaspeed Sky+, Metaspeed Edge+, Metaspeed Ray
• Marathon Shoes: GEL-DS Trainer series, Hyper Speed series
• Recreational & Beginner: GEL-Contend series, GEL-Venture series
• Track & Spikes: Hyper MD, Cosmoracer MD, Gunlap MD

Running Clothes:

• T-Shirts: Core Running Tees, Seamless series, DryLayer collection
• Singlets & Tank Tops: Race Singlets, Training Tanks, Ventilate collection
• Jackets: Windwall collection, Packable Jackets, Weather-resistant series
• Shorts: Road shorts, Split shorts, 2-in-1 series
• Tights & Leggings: Icon tights, Seamless tights, Compression series
• Sports Bras: Medium Support series, High Support collection
• Socks: Cushioning socks, Moisture-wicking series, Compression socks

Running Accessories:

• Caps / Hats: Performance caps, Running visors, Seasonal collections
• Anti-chafing / Skin Protection: Body Glide products, Blister prevention

Target Runners

• Elite and competitive marathon runners seeking performance optimization
• Recreational runners pursuing fitness and wellness goals
• Trail running enthusiasts exploring outdoor adventures
• Beginning runners starting their fitness journey
• Overpronators requiring motion control technology
• Neutral runners seeking balanced cushioning and support
• Speed training athletes focusing on tempo and track work
• Long-distance runners prioritizing comfort and durability

Innovation / Unique Selling Points

ASICS leads running innovation through decades of biomechanical research and advanced materials engineering. The revolutionary GEL™ cushioning technology, introduced in the 1980s, remains a cornerstone feature that absorbs shock while maintaining responsiveness. FlyteFoam technology represents the brand's lightweight cushioning breakthrough, delivering exceptional energy return without weight penalties. Additionally, the DynamicDuoMax support system provides targeted stability for overpronators through dual-density midsole construction.

The company's Institute of Sport Science conducts extensive gait analysis and performance testing to optimize shoe geometry and materials. Furthermore, ASICS pioneered the concept of foot type-specific design, creating distinct categories for neutral, stability, and motion control needs. The Guidance Line technology enhances natural foot movement through strategically placed flex grooves.

Recent innovations include carbon fiber plate integration in racing models and advanced upper materials like FluidFit construction. Moreover, ASICS maintains sustainable manufacturing practices while developing bio-based foam materials. The brand's Japanese heritage emphasizes meticulous attention to detail and quality control standards that exceed industry norms.

Popularity / Market Presence

ASICS maintains a dominant position in the global running market, consistently ranking among the top three athletic footwear brands worldwide. The company commands particularly strong market share in Japan, Australia, and European markets where technical performance takes precedence over lifestyle trends. Professional athletes across marathon, track, and field disciplines regularly compete in ASICS footwear at Olympic Games and World Championships.

The brand's reputation stems from its unwavering focus on running-specific innovations rather than diversifying into fashion or lifestyle segments. Consequently, serious runners often consider ASICS the gold standard for technical excellence and biomechanical support. Major running specialty retailers prioritize ASICS products due to consistent customer satisfaction and performance feedback.

Recent market expansion includes strategic partnerships with elite running clubs and coaching organizations globally. Moreover, ASICS sponsors major marathon events and maintains strong relationships with running communities worldwide. The brand's commitment to research and development ensures continued relevance in an increasingly competitive marketplace, particularly as carbon fiber racing shoes reshape performance expectations.