WHAT DO YOU KNOW ABOUT ASICS? THE SHOE BRAND

The Asics logo from 1977 to 2003. This typeface is still used for the “Asics Tiger” line.

Asics (アシックス, Ashikkusu)is a Japanese multinational corporation that produces sportswear. The name is an acronym for the Latin phrase anima sana in corpore sano(translated by Asics as “a sound mind, in a sound body”). Asics is best known for its sneakers, but also produces other footwearsuch as sandals, as well as clothing (T-shirts, jackets, hoodies, swimwear, compression garments, leggings, socks) and accessories (bags, backpacks, caps). It is headquartered in Kobe, Hyōgo Prefecture, Japan.

Asics began as Onitsuka Co., Ltd on September 1, 1949. Founder Kihachiro Onitsuka [ja] began manufacturing basketball shoes in his hometown of Kobe, Hyogo Prefecture, Japan. The range of sports activities serviced by the company expanded to a variety of Olympic styles used since the 1950s by athletes worldwide. Onitsuka became particularly known for the Mexico 66 design, in which the distinctive crossed stripes (now synonymous with the company) were featured for the first time; martial artist Bruce Leehelped popularize the shoe. Onitsuka Tiger merged with fishing and sporting goods company GTO and athletic uniform maker Jelenk to form Asics Corporation in 1977; Onitsuka was named president of the new company. Despite the name change, a vintage range of Asics shoes are still produced and sold internationally under the Onitsuka Tiger label. In 2015, Asics launched its “Asics Tiger” lifestyle brand to market sportswear inspired by the company’s designs of the 1970s to 1990s.

Asics bought the Swedish outdoor brand Haglöfs for ¥11.4 billion ($128.7 million) on July 12, 2010. In February 2016, Asics acquired fitness app Runkeeper.

Asics generated ¥484.6 billion in net sales and ¥19.9 billion in net income in fiscal year 2022. 53% of the company’s income came from the sale of performance running shoes, 20% from other shoes, 7% from apparel and equipment, and 9% from Onitsuka Tiger. 25% of the company’s sales were in Japan, 22% in North America, 27% in Europe, 13% in China and 19% in other regions.

In 2021, Asics launched Unoha, a brand geared towards women. The brand mainly sells its products online and does not use physical locations other than temporary pop-ups that appear around Japan.Apart from being a female focused clothing brand, Unoha has also pledged to use organic and environmentally friendly materials in its products. Unoha’s first brand ambassador was Harumi Sato.

Asics sponsors a variety of sports associations, teams and individuals; sponsorships include World Athletics and the Los Angeles Marathon. The company announced on October 4, 2011, that it would be the new official kit manufacturer for the Australian Cricket Team, replacing German manufacturer Adidas.

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