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ASICS, an acronym derived from the Latin phrase, Anima Sana In Corpore Sano - a sound mind in a sound body. Staying true to the philosophy by which it was founded, every ASICS innovation, every concept, every idea is intended to create the best product. Our mission is to become the number one brand for the sports enthusiast. To accomplish this, we pledge to continue to make the best product; striving to build upon our technological advances and pushing the limits on what we can learn from the body and its needs in athletic gear. We pledge to bring harmony to the body and soul.

About Us

ASICS, an acronym derived from the Latin phrase, Anima Sana In Corpore Sano - a sound mind in a sound body. Staying true to the philosophy by which it was founded, every ASICS innovation, every concept, every idea is intended to create the best product. Our mission is to become the number one brand for the sports enthusiast. To accomplish this, we pledge to continue to make the best product; striving to build upon our technological advances and pushing the limits on what we can learn from the body and its needs in athletic gear. We pledge to bring harmony to the body and soul.



  • Mr Kihachiro Onitsuka founded the forerunner of ASICS, Onitsuka Co. Ltd., in 1949 in Kobe, Japan. He started manufacturing basketball shoes in order to meet the needs of the nation's rising basketball stars.The first shoes were designed with a recessed sole to simulate action of an octopus' suction cup.

    By 1950, the company was known as Onitsuka Tiger. The Tiger sports shoe saw its first major success the following year, with the winner of the Boston Marathon wearing the brand.


  • The Tokyo Olympics in 1964 were the first Olympics in Asia. The Japanese women's volleyball team, "the Oriental Witches", won a gold medal, wearing Tiger volleyball shoes. The same year Ethiopian runner, Abebe Bikila, known by the nickname "Barefoot Abebe" (he won a gold medal at the 1960 Rome Olympics running barefoot), won a gold medal wearing Tiger running shoes.

    Mr Onitsuka began marketing his shoes in the United States. Tiger shoes underwent various structural and aesthetic changes. It was during this period that the shoe markings were changed to the sleeker tiger stripe design still in use today. Consequently, Onitsuka athletic shoes became known as "Tigers".

  • Derek Clayton, sponsored by ASICS, broke the world marathon record of 2 hours ten minutes. In the latter half of the 1970's, the function of sports shoes improved quite a bit. At all major competitions such as the Olympics, many athletes wore ASICS shoes, including 5,000 metre and 10,000 meter runner Lasse Viren, who, despite falling in the twelfth lap of the 10,000 metre finals, went on to win gold in the 1972 Munich Olympics. ASICS Corporation was born in 1977 when Onitsuka Tiger merged with GTO Sports Nets & Sportswear. The acronym ASICS "Anima Sana In Corpore Sano" which means "A Sound Mind In A Sound Body" was chosen to promote the company philosophy that sports is the best way to create a healthy, happy lifestyle.

    It was also during the 1970's that ASICS committed to designing footwear specifically for women. This historic improvement in the fit of women's shoes allowed ASICS to attract world-class female athletes.

  • The new sports heroes in the eighties made people pay more attention to international sporting events.And like the various athletes who continued to aspire to higher challengers, ASICS pressed on to meet the challengers for better shoe technology. In 1979 the ASICS research facility in Kobe branched out into a research laboratory exclusively for evaluating sport shoe features. In 1985 it officially became the Research and Development Centre of ASICS.

    The introduction of the ASICS GEL Cushioning System revolutionised the footwear line. This cushioning system has the ability to absorb shock by dissipating vertical impact and dispersing it into a horizontal plane. Rearfoot and forefoot ASICS GEL Cushioning Systems are placed at points of maximum impact to provide optimum shock absorption without sacrificing the stability of the shoe. Today ASICS utilise a wide variety of GEL Cushioning Systems throughout the footwear line.


  • The late 20th century was an exciting time for Japan. Pro soccer became very popular in the 1990's.Sprinters were shaving hundredths of seconds off their times in competitions, and world records were being broken every year. ASICS introduced a number of high-tech innovations in the 1990's and established itself as a technological leader in the industry: DuoSole, AHAR Heel Plug, Trusstic System, Wet Grip Rubber, RhynoSkin, and DuoMax. In 1994 ASICS introduced the successful GEL-KAYANO which became the benchmark in its class.

  • The legacy of ASICS innovation continues into the new millennium. Through the state of the art Research and Development Centre in Kobe, Japan, ASICS scientists continue to push the boundaries of footwear performance, comfort and fit. ASICS' commitment to athletes in response to their need for flexible, lightweight, comfortable and stable shoes has launched a host of groundbreaking features including: Gender Specific Space Trusstic, SoLyte midsole, Impact Guidance System, Biomorphic Fit, and improved Discrete GEL systems. In 2007 the summation of ASICS' efforts culminated in the introduction of the GEL-KINSEI, widely regarded as the most advanced running shoe ever created.

    2007 saw the passing of Mr Onitsuka, the man who started the great ASICS story will be sadly missed by all who knew and worked alongside him. His legacy will live on in the success that his beloved company enjoys. Those now charged with building on this success will continue to live by his maxim: to create shoes that meet the needs of the athlete to improve performance, enhance comfort and prevent injury.

  • ASICS is at the forefront of the world performance sports market as undisputedly the leading running shoe brand for enthusiasts and professional athletes alike. Whether at professional sporting events, the Olympics or an everyday run around a park, ASICS is the runner's choice, providing comfort, support and a superior ride. The recent 10-year anniversaries of its two leading, award-winning shoes, the GEL-NIMBUS and GEL-KAYANO, demonstrate the longevity and affection by which the brand is held in the eyes of sportspeople across the globe.

    Beyond the running arena, ASICS has made further strides in development. The revolutionary ASICS Rugby and Football range incorporates injury prevention technologies, a first in these sports. ASICS is unmatched for technical superiority and rigorous quality. These standards have put the company in good stead since 1949 and will remain hallmarks of the brand as it innovates and develops well into the 21st century.

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Shoe Fit Guide

Understanding the Basics of Running Footwear

A running shoe is designed to cradle the foot, and not just protect it from the pounding, but to optimize a runner's gait in such a way that a person can run longer and faster without worrying about injury. At its most basic, a running shoe is made up of an outsole, midsole and upper. The outsole is the bottom of the shoe, that durable slab of rubber providing traction throughout the gait cycle. The midsole rests atop the outsole,and provides cushioning and stability. The upper is generally made of mesh, synthetic fabrics or leather, and cocoons the foot.

Just as every run is unique, so every running shoe is designed for a specific type of runner. When selecting a running shoe, take into account the frequency of your training and your performance level. A shoe should fit comfortably and snug, but should not be so tight that your toes press against the front of the shoe or the top of your foot aches from the laces being too tight. If you run a great deal, it might be a good idea to look for a shoe that features the GEL® Cushioning System in the heel and forefoot.

Also, be aware of your gait. The three broad categories that define running shoes -- Cushioning, Structured Cushioning, and Maximum Support -- enhance gait by working with the natural movement of your foot, providing a more efficient stride. How you pronate plays a great part in a shoe's ability to enhance your running experience. Pronation is a normal, natural rolling motion that helps to attenuate shock. Some runners find that their foot does not roll all the way in, making the foot work harder to push off properly. This is known as underpronation (or supination).Conversely, a foot that rolls inward too much in known as overpronation. Runners who underpronate (or, supinate) would feel more comfortable with a Cushioning shoe. Overpronators do better with Maximum Support, and those with a more neutral stride would do well with Structured Cushioning.

Find Your Pronation


Under-pronation

Under-pronation

A high-arched foot is also known as an under-pronated foot. A runner with under-pronating feet is more likely to experience shock transmission through the lower legs, and should choose shoes from the Cushioning Category or those shoes that meet the needs of Under Pronating to Neutral runners.

Neutral-pronation

Neutral-pronation

Runners with normal arches typically experience minimal biomechanical problems and should select those shoes from the Structured Cushioning Category or those shoes that meet the needs of the Neutral to Over Pronating runners.

Over-pronation

Over-pronation

Flat-footed runners tend to have over-pronating feet, which generally result in poor natural shock absorption. These runners should pick shoes from the Maximum Support Category or those shoes that meet the needs ofOver Pronating to Severe Over Pronating runners.


Choose Your Category Type


Structured Cushioning

Products in the Structured Cushioning segment are designed for runners who pronate slightly more than normal and generally have a normal arch.Their foot strike takes place in a neutral to slightly pronated position, using the body's natural pronation to attenuate shock. Structured Cushioning runners need their shoes to help control a small degree of overpronation, but they don't need all the shock attenuation attributes of a Cushion segment shoe.

Cushioning

This segment is designed to meet the needs of underpronators to mild overpronators and tend to have a high arch. This type of runner needs a great deal of shock attenuation because they don't absorb shock naturally through pronation. Instead of the body's connective tissue absorbing shock through pronation, bones and joints take the brunt of the shock. It's vital that shoes in the Cushioning segment attenuate as much initial impact shock as possible. An additional note: runners wearing Cushioning shoes tend have a rigid forefoot, thus requiring that the shoe be very flexible there.

Maximum Support

The Maximum Support category is designed for runners who tend to land in an overtly pronated position with a flat foot. Like the Cushion segment,these runners are not using all their body's natural shock attenuation mechanisms. What makes them different is that these runners exhibit a large degree of pronation beginning with landing in a pronated state, then continuing past normal. Like the Structured Cushion segment, these runners need help to control the degree of pronation.

Trail

Designed to meet the needs of runners who prefer to take their run off-road. This category offers a range to suit most pronation ranges. Shoes may offer addtional features such as water resistant uppers and special tongue construction to help keep debris out.


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