In 1949, Kihachiro Onitsuka founded Onitsuka Tiger, specializing in basketball shoes. In 1977, it became Asics, an acronym for "Anima Sana in Corpore Sano". Today, Asics offers sneakers and sporting goods with a philosophy focused on health and well-being.
In 1949, just after the Second World War, Japanese Kihachiro Onitsuka founded his sports footwear company in Kobe, with the vision of creating a meaningful and absolutely positive experience through sport. The company, initially known only as Onitsuka Tiger, produced only basketball shoes.
Subsequently it began to diversify its product lines, producing shoes for professional athletes: sneakers, marathon shoes, wrestling shoes, shoes with soccer and baseball cleats, kicks for volleyball and fencing, and even ski-jump shoes. The Japanese company produced an extremely wide range of products hoping to promote a healthy and happy lifestyle; a way to lift the spirit of youth and the country from the strong post-war crisis period.
The founder was absolutely convinced that physical activity could elevate the spirit. In 1977, this belief expressed itself by inspiring the brand change from Onitsuka to Asics.
ASICS, an acronym for the Latin expression 'Anima Sana in Corpore Sano', means: "healthy spirit in a healthy body". The acronym became not only the name, but also the motto of the brand, fully embodying its philosophy.
Asics today is a brand made up of sports items and streetwear sneakers, designed to take care of health in all its forms, even during growth, with children's footwear for the correct development of the foot and posture. These concepts still guide the Japanese brand today, through bold and contemporary lines, fresh and captivating, for a youthful and urban target.
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