Discover the remarkable journey of ASICS, a brand synonymous with innovation and quality in the world of athletic footwear. From its humble beginnings to becoming a leader in sports technology, ASICS has consistently set the bar high, offering products that combine high-tech features with comfort to enhance athletic performance.
Founded in 1949 by Kihachiro Onitsuka in Kobe, Japan, ASICS started as a small shoe factory. Initially named ONITSUKA TIGER, the company quickly made a name for itself when a long-distance runner wearing TIGER shoes clinched first place at the 1951 Boston Marathon. This victory marked the beginning of the brand's association with top-tier athletic achievements.
During the 1950s, ASICS made significant advancements in indoor sports footwear, including the development of the CUPSOLE technology, which provided enhanced stability and performance for basketball players. The preparation for the 1956 Melbourne Olympic Games was a pivotal moment for Onitsuka, who committed to creating the best products for athletes. This led to the introduction of a new rubber formula that significantly improved cushioning in running shoes.
The 1960s were a golden era for ASICS. The company introduced a "magic" pair of running shoes with a ventilation system, designed specifically for marathon legend Abebe Bikila in 1961. By meticulously studying over 20,000 feet, ASICS was able to craft shoes that offered unparalleled comfort and fit. The 1964 Tokyo Olympics saw 46 medal-winning athletes wearing TIGER shoes, and Australian athlete Derek Clayton shattered marathon records while sporting TIGER shoes made from unique NYLON material.
By 1970, TIGER had become America's largest running shoe manufacturer, with 70% of renowned athletes wearing its products. The 1972 Munich Olympics further solidified ASICS' reputation, with 80% of volleyball players choosing TIGER shoes.
In 1977, following the acquisition of several smaller companies, ASICS Corporation was formally established. The name ASICS is an acronym for "Anima Sana In Corpore Sano," which translates to "a sound mind in a sound body." This philosophy is reflected in the company's innovative technologies, including ASIC-GEL super shock-absorbing rubber, AHAR super wear-resistant rubber, and DUOMAX dual-density anti-tilt device, among others.
These patented technologies have set ASICS apart, ensuring injury prevention and enhanced sports enjoyment for athletes. In 1992, ASICS reached a new milestone by becoming the first official sports shoes sponsor of the Barcelona Olympics.
By 2002, ASICS was ranked among the top five sports brands globally, beloved by professional athletes and sports enthusiasts alike. The brand continued to innovate, replacing its trademark in 2006 and maintaining strong sponsorships, including the Chinese men's and women's basketball teams and the 1988 Seoul Olympic Games Chinese sports delegation.
ASICS remains at the forefront of the athletic footwear industry, continually pushing the boundaries of what is possible with sports technology. The brand's commitment to quality and innovation ensures that it remains a favorite among athletes around the world.
For more detailed insights into the evolution of athletic footwear, visit Runner's World and ASICS' official website.
ASICS' journey from a small shoe factory to a global powerhouse in athletic footwear is not just a story of business success but a testament to the enduring spirit of innovation and dedication to enhancing athletic performance.
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