21 June 2016 18:00:00
ASICS: HEALTHY COMFORT FORMULA
The history of the brand being famed among athletes for the maximum level of comfort and trauma protection
The history of ASICS dates back to 1949, the same year as Adidas and Puma began. However, what became of the Japanese brand was a slightly different story. Kihachiro Onitsuka, the company founder, originally intended to manufacture shoes for young basketballers. The first sneakers produced had a significant advantage – their sole design imitated octopus suckers. A year after, the company celebrated another success.
One of the turning points in the company history was 1950. This year, millions of people got to hear about Onitsuka Tiger since the Boston Marathon winning runner wore these very sneakers. As everyone knows though, the major competitive event is the Olympics, which bowed to Onitsuka Tiger as well, yet at a later time in 1964. The following success allowed the Japanese company to secure its foothold in the sports shoes market for a long time.
Evolution of the tiger
Interestingly, but the name ASICS whereby the corporation is known today was officially accepted only in 1977, resulting from the merger of the two companies, Onitsuka Tiger and GTO Sports Nets & Sportswear. The ASICS acronym itself stands for “Anima Sana In Corpore Sana” – “A sound mind in a sound body”. This phrase best reflects the philosophy of the brand, promoting sports as one of the key elements of the life of happiness. From that point on, ASICS sneakers became its core business, whereat Onitsuka Tiger remained as the vintage models line.
Joining efforts gave an immediate result as Derek Clayton, the long-distance runner sponsored by ASICS, set the marathon world record of 2 hours and 10 minutes. Apart from drawing contracts with sportsmen, ASICS always kept quality in mind. Designing newer, more comfortable women footwear, the company engaged a lot of female athletes.
Technologies on guard for health
With a particular focus on the maximum level of comfort, ASICS established a separate research and development center in the Japanese city of Kobe. This center deals with everything related to health and running shoe design, while its function has only grown in the recent decades. One can be sure that every ASICS model has a whole team of scientists and doctors behind watching the quality of the products delivered.
The revolutionary ASICS GEL technology providing maximum resistance to sharp foot landing was another victory of the research center in the 80s. The vertical impact arising after the sneaker hits the surface is absorbed using ASICS GEL, being then dispersed into a horizontal plane of the sole. This development has been used in the great majority of ASICS shoes up to now. In the 90s the company made headway becoming an undisputed innovation leader with such technologies as DuoSole, AHAR Heel Plug, Trusstic System, Wet Grip Rubber, RhynoSkin, and DuoMax. In 1994, ASICS revealed the GEL-KAYANO model, turning iconic in the world of running.
Today, ASICS continue their mission seeking to provide athletes with the footwear that will help improve the results while protecting from trauma. And this is not about runners only, but about football and basketball players as well – tens of thousands of them enjoy the ASICS comfort day by day. The brand keeps doesn’t forget about everyday life as well, producing GEL-Lyte series, so popular in the city environment.
ASICS keeping up with the times is worth mentioning as the company collaborates with numerous actual brands. This allows to deliver some of the most comfortable, yet the most stylish sneakers. The variety of the materials used, including the Japanese denim, reveals the true manysidedness and flexibility of the brand.
Take a look at the whole ASICS selection at Brandshop store, and subscribe to our Sneakerhead page to follow up the latest collaborations.
ASICSSneakers Gel-Lyte III Rose Gold
ASICSSneakers Gel-Lyte III Derby Pack
ASICSSneakers Gel-Respector Mooncrater
ASICSSneakers Gel-Lyte III Pure Black
ASICSSneakers Gel-Lyte V White/White
ASICSSneakers Gel-Kayano Evo
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