A fusion of sound mind and technology.
1949, the Japanese footwear brand that's taking the world by storm | HYOGO, JAPAN | Kihachiro Onitsuka

In the fiercely competitive sneaker scene, one brand continues to stand out. While giant sports brands and renowned fashion houses from Europe and America are vying for dominance, this brand, born in an island nation in the Far East, is captivating fashionistas worldwide with its overwhelming functional beauty. ASICS. Transcending the boundaries of sports, it is a proud Japanese innovator that is leading the way in modern street fashion.

The story begins in 1949, shortly after the end of World War II. It started when founder Kihachiro Onitsuka established Onitsuka Co., Ltd. in Kobe, with the desire to foster the healthy development of young people through sports. The predecessor brand, Onitsuka Tiger, produced numerous masterpieces with unconventional ideas and craftsmanship, such as basketball shoes inspired by the suction cups of an octopus. This history of challenges and passion for craftsmanship forms the strong backbone of the brand today.

There's an anecdote that illustrates just how outstanding Onitsuka's technical capabilities were: their encounter with Phil Knight, who would later found the world's largest sports company, Nike. In 1962, Knight visited Japan and was shocked by the high quality and low price of Onitsuka shoes, and he acquired the exclusive distribution rights in the United States. Together with Bill Bowerman, a renowned track and field coach, he established "Blue Ribbon Sports (BRS)" and began importing and selling the shoes. Eventually, at Bowerman's suggestion, a model with improved sole cushioning was developed, and in 1967, it was born as the "Tiger Cortez." This became a huge hit in the United States.

However, the two companies later parted ways, and BRS launched Nike, releasing the "Nike Cortez" with the Swoosh logo. For a time, two Cortez models existed on the market, leading to a trademark dispute. As a result, Onitsuka was forced to change its name to "Tiger Corsair," which it remains to this day. The fact that Onitsuka's DNA is deeply ingrained in the roots of one of the world's strongest sports brands eloquently demonstrates just how world-class Japanese manufacturing was.

Later, in 1977, after merging with sportswear manufacturers and other companies, the company changed its name to the current Asics. The name is derived from the initials of the phrase "Anima Sana In Corpore Sano" (Sound Mind in a Sound Body), a quote by the ancient Roman satirist Juvenal, meaning "If you pray to God, you should pray for a sound mind in a sound body." Based on this philosophy, their approach of scientifically analyzing human body movements and thoroughly researching materials is unparalleled.

The biggest revolution that made their name known worldwide was the GEL cushioning technology introduced in 1986. This unique technology dramatically reduced the impact of landing, freeing athletes' feet from horrific strain. Equipped with this innovative cushioning, Asics running shoes, which continue to evolve day by day, have earned the absolute trust of serious runners around the world.

These products, embodying advanced technology, eventually gained new recognition within the context of fashion. Leading the pack is the "GEL-KAYANO," which, since its creation in 1993, continues to evolve as a top-of-the-line model combining stability and cushioning. Originally designed for long-distance runners, its complex and structured upper design and substantial silhouette caught the eye of discerning fashionistas, perfectly aligning with recent tech-inspired sneaker trends. It now reigns as an indispensable masterpiece when discussing Asics sneakers.

Furthermore, we mustn't forget the masterpiece that has garnered a passionate following thanks to its unique design. It features a unique structure with the upper and laces positioned asymmetrically, designed to avoid compressing the instep. This is the "Germai," which was discovered in 1999 at Daiei in Himonya by Hiroshi Fujiwara, the godfather of streetwear, and was drawn to its innovative design, becoming a favorite of his. This kind of avant-garde approach, unconstrained by conventional ideas, is one of the reasons why it has been loved at the forefront of culture for so long.

A rugged, unadorned beauty emerges from the pursuit of true functionality. The fact that world-renowned designers eagerly seek collaborations with them proves their absolute value. When you strut through the hustle and bustle of the streets wearing ASICS shoes, you will feel the spirit of Japanese craftsmanship, honed over more than half a century, in your body—or rather, in your feet.