2025 JANUARY ISSUE
INTRODUCING ASICS THE JAPANESE CLASSIC SNEAKER BRAND
Written by Andrew Sia
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From the Desk of the Publisher
Our journal has been writing and reporting on various occasions about the sneaker business. As the Book Report we have made the following writeups already:
July 2024 – World’s Greatest Sneaker Collectors
April 2024 – The Ultimate Sneaker Book
January 2024 – 1,000 Deadstock Sneakers
July 2023 – Sneaker of the Year – The Best Since 1985
April 2022 – Shoe Dog – A Memoir by the Creator of Nike, Phil Knight
And in our Market Report and Market Intelligence, we have also featured short reports on sneakers. We do this to expand our readership and try to stimulate reader’s reading interest. We think that it can be inspiring when we have something new to learn about.
ASICS is a globally recognized Japanese sneaker and sportswear brand known for its performance especially in running and athletic training. We are walking through the following with you.
Brand Origin & Name
Founded in 1949 by Kihachiro Onitsuka in Kobe, Japan. It is originally known as Onitsuka Co., Ltd. In 1997, it was renamed ASICS, an acronym from the Latin phrase: “Anima Sana In Corpore Sano” which also means “A Sound Mind in a Sound Body.”
The company has entered its 75th anniversary in 2015 and it has a celebration as its stock price has quadrupled in total return terms over the past two years. Its financial performance is strong, and its revenue in the last quarterly report grew 14% from a year earlier, its operating profit surged 53%.
ASICS has been a well-loved brand among the running community. Around a quarter of 54,000 runners who finished the Paris Marathon sported a pair of ASICS, including both winners in the men’s and women’s races.
ASICS is known for high-performance running shoes which is using different gels that can be engaged in the different products, such as:
GEL-Kayano – Stability running shoes for long-distance.
GEL-Nimbus – Cushioned neutral running shoes.
GEL-Lyte – Retro-styled lifestyle sneaker for fashion crossover.
Youtube: ASICS SPORTSTYLE | atmos x Sean Wotherspoon x GEL-LYTE™ III OG | 1:30
Metaspeed – High-performance carbon plate marathon shoes in competition with Nike’s Vaporfly.
ASICS is in competition with Nike, Adidas, and New Balance, and it is better known for many areas, such as: quality over hype with strong base in Asia, Europe, and elite running communities.
It operates Onisuka Tiger as a fashion-forward sub-brand which has gained cult fashion status, especially like its appearance in the film Kill Bill.
ASICS invested in recycled materials and work towards carbon neutrality. It emphasizes on ergonomic design, durability, and athlete-centric R&D.
ASICS has opened the ASICS Institute of Sport Science in Japan for footwear innovation.
ASICS is preferred by serious runners and medical professionals and podiatrists often recommend Asics to their patients.
ASICS is known for a performance-first brand that maintained integrity while adapting to global consumer shifts.
Encounters Between ASICS and Nike
With the story of ASICS, I want to write about Phil Knight, Nike’s founder, who started his athletic shoe business by importing sneakers from ASICS, by then it was called Onisuka Tiger. It began in 1962; Phil Knight who was a track athlete wrote about how the Japanese sports shoes was competing with German brands—Adidas and Puma in the U.S. market. Shortly after, Phil travelled to Japan and came to a deal with Onitsuka Tiger and became their dealer and also as their U.S. distributor.
In 1964, Phil Knight and his former track coach, Bill Bowerman, launched Blue Ribbon Sports. Bowerman began to modify some of the shoe designs and put in their product developments which added the beginning of product innovation. Soon BRS became successful, and it drawn the tensions between Knight and Onitsuka.
In the early 1970s, Onisuka cut out Blue Ribbon Sports and set up its own U.S. distribution. Its Onisuka Tiger remains a high-end fashion brand within ASICS in the U.S. market.
So that you know Phil Knight and Bill Bowerman launched their own brand—Nike—after the Greek goddess of victory, and their shoes with the Swoosh logo was released in 1972. It is correct to say, without ASICS or Onitsuka Tiger, there is no success of Nike.
In our April 2022 issue, we did a book report on a book titled: Shoe Dog – A Memoir by the Creator of Nike written by Phil Knight. You can read more about the story.
Top10 Popular Sneakers in 2025
Converse Chuck Taylor All Star – It is a timeless classic and was first released in 1917. It is with its iconic high-top canvas design and ankle patch and remains a staple in fashion and streetwear.
Adidas Stan Smith – This legendary tennis shoes recreated in vegan materials, but retaining its minimalist style and enduring the appeal.
Vans Old Skool – Retaining its signature side stripe and reinforced toe, this skate shoes have crossed into mainstream fashion for many decades.
New Balance 550 – It was originally a basketball silhouette, now it is adopted into sneaker offering clean lines and versatile style.
Asics Gel-Kayano 14 – It is a Y2K revival, and this performance runner-turn-lifestyle icon re-emerged with iconic colorways and comfort.
Adidas Yeezy Boost 350V2 – it is one of the most sought-after streetwear sneakers due to its unique design and trademark Boost cushioning.
Air Jordan 1 Low – It is a modern classic highly designed in both high-top and low-top forms with numerous hype collaborations.
Nike Air Forse 1’07 – It is a fashion mainstay since 1982 with timeless white-on-white style and comfortable Air cushion.
Puma Clyde All-Pro – It is a retro basketball silhouette turned into a fashion icon. It is now re-emerged through celebrity and skate culture endorsement.
Knife-Edge Casual Sneakers – It is a customizable casual sneaker known for its sleek profile and comfort, and it is representing the growing “budget-friendly style sneaker” category.
More About ASICS
So that you know, ASICS has benefitted from the COVID-19 pandemic as more people have picked up running as a hobby when they had nothing better to do. At the same time, people working from home began giving priority to comfort footwear. The lightweight shoes with cushioned sole designed for running also offer comfort for walking around.
The performance running shoes segment in ASICS’ largest by revenue. It has established a close-knit community for runners. ASICS acquired Runkeeper, a popular fitness-tracking app among runners in 2016. In recent years it has been acquiring race-registration companies, including Njuko Sas in Europe and Register Now in Australia. Its loyalty program has nearly 15 million members globally.
Outside of runners, ASICS is perhaps best known for “dad sneakers” as the style of shoes that are picked for practicality than aesthetics. Typical examples of those “ugly shoes”—Crocs and Hoka have seen in their popularity.
We like to hear that ASICS has also collaborate with fashion designers, Vivienne Westwood and Cecile Bahnsen, a Danish fashion designer known for eponymous ready-to-wear, have generated a lot of attention on social media. Its redesigned its 2008 Gel-Kayano 14 sneakers with Canadian design studio JJJJround has been a smash hit. The shoe was sold for more than $1,000 on online marketplace StockX. And ASICS was the fifth-most-traded brand last year. Its revenue for the more fashion-minded SportStyle division grew 52% year-on-year in the company’s last reported quarter.
We have to agree that sneakers are becoming the mainstream of footwear covering all-age groups. Consumers are looking for different elements as the following:
Classic Icons – Converse, Adidas Stan Smith, Nike Air Force 1.
Retro Fashion Waves – New Balance 550, Adidas Samba, Asics Gel-Kayano.
Streetwear and Hype – Adidas Yeezy, Air Jordan 1.
Functional Comfort – Asics Gel-Kayano, Knife-Edge casuals.
Financial Numbers of ASICS
The company’s operating margin in its quarterly report ended March 2025 was up 19.4% compared with 9.5% two years earlier. It is partly the company shifted its product mix to more premium products and it has also sold more directly to customers than through wholesalers. It was 74% three years earlier and in the first quarter of this year it changed to 64%. E-commerce sales have risen to 17% of sales from 13%.
It trades at 34 times forward earnings, according to S&P Global Market Intelligence. ASICS has been keeping on growing it sales with better margins. It is also the company to watch for investment.
More Stories About ASICS
ASICS is one of the first global running shoe brands. I have dived deeper into the history of ASICS and found the company’s various achievements.
ASICS grew from a two-person team to one of the world’s most influential sports brands. ASICS was built on the idea of “Anima Sana In Corpore Sano,” a Latin phrase which translates to “a sound mind in a sound body”. This philosophy became a legacy that remains an essential part of the brand to this day.
ASICS’ founder, Kihachiro Onitsuka, believed being active creates a better lifestyle. Onitsuka lived to inspire, support and encourage everyone to embrace an active lifestyle. He wanted his brand to be accessible for all sports consumers ranging from beginners to professionals.
The story of Kihachiro Onitsuka
Kihachiro Onitsuka was a military veteran who eventually decided to venture into the shoe business. He began making footwear for top athletes under the business name “Onitsuka Co.” This company started small with just a handful of employees and initially sought to produce basketball shoes.
For one of the company’s first shoe models, Onitsuka found inspiration in a dish of octopus salad. He compared the shoe’s grip to the suction power of an octopus tentacle. With this strength, the shoe allowed athletes to elevate their game. It was named “Onitsuka Tiger”.
This product was worn in various professional sporting events, thus paving the way for Onitsuka to build a global sporting empire.
Onitsuka Co. was originally founded in 1949, later merging with GTO Co. and JELENK Co. in 1977. Following the merger, the company officially formed “ASICS”. Today, under the umbrella of the ASICS company are the ASICS and Onitsuka Tiger brands.
ASICS historical timeline
ASICS has grown and shifted over time. From the company’s inception to today, ASICS has had the opportunity to celebrate the 100th birthday of Mr. Onitsuka. The company has also rolled out innovations like GEL™ technology and other materials featured at major sporting events.
Through the years: 1950 – 1980
ASICS has been working on developing high-quality products from the customer’s point of view in the sports business and has continued to propose innovative products to the sports market. The company launched the “suction cup” basketball shoes in 1951, the Marup marathon shoes in 1953, the Nylon shoes in 1954 and the Magic Runner™ marathon shoes in 1960. The current stripe design (ASICS stripe) was created in 1966.
1976 – Lasse Viren
Viren, a Finnish long-distance runner, wore ASICS shoes to win a gold medal. On his victory lap, he famously took off his Onitsuka Tiger shoes and waved them to the crowd.
1977 – ASICS is born
Three companies Onitsuka Co., GTO Co. and JELENK Co. merged together, creating ASICS.
We mentioned repeatedly that the name ASICS stands for “Anima Sana In Corpore Sano”, a phrase coined by ancient Roman satirist, Juvenal. This saying, which means “a sound mind in a sound body,” is the company’s guiding philosophy.
Through the years: 1980 – 2000
During this period, ASICS launched numerous products, including GEL™ technology, in addition to developing several important partnerships.
1986 – Rosa Mota
Rosa Mota is a Portuguese marathon runner. While sponsored by ASICS, Mota became a European champion in 1986, a Rome champion in 1987, and the first female Portuguese gold medalist in 1988.
1990’s – GEL™ Technology Development
GEL™ technology was created in 1986 but became fashionable during the 1990s. This technology was revolutionary, and it still is today. GEL™ technology remains one of the go-to choices for runners across the world.
This technology supported and cushioned runners’ feet during its early popularity. Today, you can find this technology in the GEL-LYTE™ III, the GEL-KAYANO™, the GT- 2000™ and the GEL-NIMBUS™ running shoes.
Through the years: 2000 – present
During this time period, ASICS created innovative products used by professional athletes around the world.
ASICS champions in the 2000’s
1. Naoko Takahashi, 2000.
Takahashi, a Japanese long-distance runner, wore ASICS Marathon SORTIE JAPAN to win a gold medal in the international women’s marathon.
2. Stefano Baldini and Mizuki Noguchi, 2004.
Italian international men’s gold medalist Stefano Baldini and Japanese international women’s marathon gold medalist Mizuki Noguchi wore ASICS’ marathon shoes.
3. Saori Yoshida, 2012.
Yoshida, a Japanese freestyle wrestler, wore ASICS’ wrestling footwear and singlet to win a gold medal in international women’s wrestling.
4. Vissel Kobe, 2019.
Vissel Kobe is a Japanese professional football club who won a championship in the 2019 season. Their home, away, third and goalkeeper shirts are all being designed and made by ASICS.
5. Novac Djokovic, 2019.
ASICS partnered with Serbian tennis professional, Novak Djokovic to launch an exclusive new tennis shoe, the Court FF NOVAK.
The passing of Kihachiro Onitsuka, 2007
– On September 29, 2007, Onitsuka passed away from heart failure at a hospital in Kobe, Japan. The quote “If you fail, keep going until you succeed” is one way to describe how Mr. Onitsuka lived his extraordinary life. He was 89.
Kihachiro Onitsuka’s 100th birthday, 2018
– In remembrance of Onitsuka, ASICS released “100th Birthday Commemorative” models on May 29, 2018.
The products were designed with a sunflower that Onitsuka painted. This line includes the ASICS’ GEL-QUANTUM™ 360 KO100, the ASICS Tiger GEL-MAI™ KO100 and the Onitsuka Tiger CORSAIR™ KO100 running shoes, as well as a line of apparel.
The Future of ASICS
ASIS will continue to embody the legacy Onitsuka left behind. This company was originally founded to raise the spirit of Japanese youth but ultimately promoted a healthy lifestyle throughout the world. These ideals helped form the ASICS of today.
ASICS has taken notes from its humble beginnings to build a brighter future for its customers. Believing in the power of physical activity and wellness, researchers and engineers at ASICS are dedicated to helping create happier lives one step at a time.
The last part of the writeup was from the courtesy of:
https://www.asics.com/us/en-us/blog/asics-founder-story-and-history.html
