ASICS

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Japanese sportswear company best known for technologically advanced running shoes and athletic footwear.

Last updated October 17, 2026

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Overview

ASICS Corporation is a Japanese multinational sportswear company headquartered in Kobe, Hyogo Prefecture. Its business covers performance footwear, sports apparel, athletic equipment, walking shoes and lifestyle products, with running remaining its largest and most distinctive category. The company is particularly associated with cushioning, stability and biomechanics-oriented product development, including its GEL, FlyteFoam and carbon-plated METASPEED technologies. The company originated in the postwar Japanese sporting-goods business established by Kihachiro Onitsuka in Kobe in 1949. Initially operating as Onitsuka Co., Ltd., it began by making basketball shoes and then expanded into running, wrestling, volleyball and other sports. Its products gained international visibility during the 1960s through a U.S. distribution relationship with Blue Ribbon Sports, the company founded by Phil Knight and Bill Bowerman that later became Nike. The relationship eventually ended in litigation and commercial separation, but the associated shoe designs became part of the histories of both companies. A crossed-stripe design introduced in the 1960s became one of the company's most recognizable visual elements. The design was used on products later associated with the Mexico 66 and related Onitsuka Tiger models. In 1977, Onitsuka merged with GTO and Jelenk to create ASICS Corporation. The new name was derived from the Latin phrase anima sana in corpore sano, generally rendered by the company as “a sound mind in a sound body.” The merger broadened the business and established the ASICS identity used for performance sports products, while Onitsuka Tiger developed as a separate lifestyle-oriented brand within the group. During the 1980s and 1990s, ASICS expanded its international structure and invested in sports science. Its Institute of Sport Science in Kobe became a central research and development facility, supporting work in biomechanics, materials, cushioning, fit and movement analysis. The company introduced GEL cushioning in the 1980s and built long-running performance franchises such as GEL-KAYANO, GT-2000 and GEL-NIMBUS. These lines helped define the brand's reputation among distance runners and consumers seeking structured, durable footwear. ASICS also diversified beyond core performance running. It revived the Onitsuka Tiger label in 2002 as an international lifestyle business focused on heritage footwear and fashion-led retail. The company later operated ASICS Tiger, SportStyle, apparel, team sports, walking and digital businesses. Acquisitions included Swedish outdoor brand Haglöfs in 2010, fitness-tracking application operator Fitness Keeper, the company behind Runkeeper, in 2016, and Canadian race-registration platform Race Roster in 2019. Haglöfs was subsequently sold in 2023. The late 2010s brought competitive pressure and declining sales in parts of the business. ASICS responded with organizational changes, clearer category management and a renewed emphasis on performance running. Its Medium Term Management Plan 2023 prioritized technical product improvements, more differentiated footwear for different running styles and stronger digital and direct-to-consumer operations. The company also benefited from renewed interest in retro running silhouettes, particularly through SportStyle and Onitsuka Tiger. ASICS remains an international sports brand with a strong technical identity. Its Performance Running, Core Performance Sports, SportStyle, apparel, walking and Onitsuka Tiger businesses serve different consumer needs while sharing the company's research, manufacturing and distribution capabilities. The brand's competitive positioning rests on specialist credibility, running expertise, fit and cushioning technologies, sports-science research and a growing direct retail and e-commerce presence.

History

ASICS traces its origins to Onitsuka Shokai, established by Kihachiro Onitsuka in Kobe in 1949. The company was reorganized as Onitsuka Co., Ltd. during the same year and began with two employees. Its first major product was a basketball shoe released in 1950. The business subsequently developed footwear for running, wrestling, volleyball and other sports, gradually building a reputation for functional design. During the 1960s, Onitsuka expanded beyond Japan. Its crossed-stripe design, introduced in 1966, became a durable visual signature and later appeared on the Mexico 66 and related products. The company's U.S. distribution relationship with Blue Ribbon Sports connected it with Phil Knight and Bill Bowerman. Onitsuka supplied shoes for the American market, including the Cortez design, while Blue Ribbon Sports later developed its own Nike-branded products. The relationship deteriorated in the early 1970s and ended through commercial and legal disputes; the related designs were subsequently sold under different brand names. Onitsuka established a European base in Düsseldorf in 1975. In July 1977, Onitsuka Co., GTO and Jelenk merged on an equal basis to form ASICS Corporation, with Onitsuka becoming president. The ASICS and ASICS Tiger identities were introduced around the merger. The corporate name was formed from the initial letters of anima sana in corpore sano, a Latin expression emphasizing the relationship between physical activity and mental wellbeing. ASICS continued international expansion during the 1980s and 1990s, establishing regional operations in markets including Australia and Europe. Its technical capabilities were reinforced in 1985 through the creation of the ASICS Institute of Sport Science in Kobe. The institute combined research and footwear-development functions and later supported work in biomechanics, materials, fit and movement. The company introduced GEL cushioning in 1986 and developed important performance franchises including GEL-KAYANO and GT-2000 in 1993 and GEL-NIMBUS in 1999. In 2002, ASICS revived Onitsuka Tiger as a lifestyle brand. Rather than competing solely in technical sports footwear, the label used archival designs such as Mexico 66 and Ultimate 81 in fashion and heritage contexts. A directly managed Onitsuka Tiger store opened in Tokyo in 2003, followed by international stores. ASICS also opened its first branded specialty running store in Tokyo in 2007 and later expanded the concept to cities including London and New York. The company diversified through acquisitions and new digital initiatives. It purchased Swedish outdoor company Haglöfs in 2010, acquired Fitness Keeper, operator of Runkeeper, in 2016, and bought Race Roster in 2019. ASICS also relaunched the ASICSTIGER identity in 2015 for sports-lifestyle products. In 2021 it introduced Unoha, a women-focused lifestyle label emphasizing environmentally conscious materials; the label was discontinued in 2024. Haglöfs was sold to LionRock Capital in 2023. ASICS faced pressure in the late 2010s as it lost momentum in sections of the performance-running market. In 2018, Yasuhito Hirota became president and COO while Motoi Oyama remained chairman and CEO. The company adopted category-based management and established dedicated structures for China and Onitsuka Tiger. Its Medium Term Management Plan 2023, launched in 2021, focused on technical improvements, clearer segmentation of running shoes and stronger digital and direct-to-consumer operations. Product development during this period included FlyteFoam midsoles, introduced in 2016, and the METASPEED SKY and METASPEED EDGE racing shoes, launched in 2021. The two models were designed around different ways runners increase speed. ASICS also applied its research capabilities to apparel, team sports and ventilation systems such as ACTIBREEZE. Its science-led identity remained central as the company combined technical running products with retro-influenced lifestyle footwear. Leadership changed again in 2024. Mitsuyuki Tominaga became president and COO, while Hirota became chairman and CEO; Oyama became senior adviser and later left the board. During the 2020s, ASICS benefited from premium product pricing, a greater share of direct sales, e-commerce expansion and renewed fashion interest in older running silhouettes. Performance Running remains the company's largest business, while SportStyle and Onitsuka Tiger have become important complementary growth categories.

2024
NIMBUS MIRAI introduced
[1]Asicsen.wikipedia.org
ASICS launches a running shoe designed to support end-of-life material recovery and recycling.
2021
METASPEED racing series launches
[1]Asicsen.wikipedia.org
ASICS launches METASPEED SKY and METASPEED EDGE carbon-plated racing shoes.
2016
Runkeeper acquisition
[1]Asicsen.wikipedia.org
ASICS acquires Fitness Keeper, operator of the Runkeeper fitness-tracking application.
2010
Haglöfs acquisition
[1]Asicsen.wikipedia.org
ASICS acquires Swedish outdoor company Haglöfs.
2002
Onitsuka Tiger revival
[1]Asicsen.wikipedia.org
ASICS revives Onitsuka Tiger as an internationally oriented lifestyle label.
1999
GEL-NIMBUS introduced
[1]Asicsen.wikipedia.org
The GEL-NIMBUS line joins ASICS's major performance-running franchises.
1993
GEL-KAYANO and GT-2000 era begins
[1]Asicsen.wikipedia.org
ASICS introduces important long-running performance franchises, including GEL-KAYANO and GT-2000.
1986
GEL cushioning enters running footwear
[1]Asicsen.wikipedia.org
ASICS introduces shoes using its silicone-based GEL cushioning system.
1985
Institute of Sport Science established
[1]Asicsen.wikipedia.org
ASICS combines research and footwear-development functions in its Kobe-based sports-science institute.
1977
ASICS Corporation is formed
[1]Asicsen.wikipedia.org
Onitsuka, GTO and Jelenk merge to create ASICS Corporation.
1966
Crossed-stripe design introduced
[1]Asicsen.wikipedia.org
Onitsuka introduces the crossed-stripe design that becomes a lasting identifier of its footwear.
1950
First basketball shoe
[1]Asicsen.wikipedia.org
The company releases its first basketball shoe and begins expanding into additional sports.
1949
Onitsuka establishes the founding business
[1]Asicsen.wikipedia.org
Kihachiro Onitsuka establishes a sporting-shoe business in Kobe, later reorganized as Onitsuka Co., Ltd.

Products and positioning

A specialist, sports-science-led performance brand focused on running comfort, stability, cushioning and technical innovation, complemented by heritage and fashion-oriented lifestyle products.

Performance running shoes · 1993
GEL-KAYANO
GEL-KAYANO is one of ASICS's best-known stability-running franchises. It was introduced in 1993 and is associated with structured support, cushioning and long-distance training. The line was named after designer Toshikazu Kayano. Older versions have also influenced the SportStyle business, where the technical silhouette is presented as a retro lifestyle sneaker.
Performance running shoes · 1999
GEL-NIMBUS
GEL-NIMBUS is a cushioned neutral-running franchise introduced in 1999. It is positioned for runners seeking a soft, protective ride for everyday training and longer distances. The line represents ASICS's emphasis on impact management, fit and comfort supported by its sports-science research.
Performance running shoes · 1993
GT-2000
GT-2000 is a long-running ASICS training-shoe family focused on stability and daily mileage. It sits between highly cushioned models and more specialized racing products, serving runners who want support and durability for regular road training.
Racing shoes · 2021
METASPEED SKY
METASPEED SKY is a carbon-plated racing shoe developed for runners who tend to increase speed by lengthening their stride. It forms part of ASICS's research-led elite racing platform and uses lightweight foam and a plate to pursue efficient high-speed running.
Racing shoes · 2021
METASPEED EDGE
METASPEED EDGE is the companion carbon-plated racing model for runners who primarily raise speed through increased cadence. Its design reflects ASICS Institute of Sport Science research into different running mechanics rather than treating all athletes as having the same stride pattern.
Lifestyle footwear
Onitsuka Tiger Mexico 66
Mexico 66 is a heritage lifestyle sneaker descended from the company's mid-century athletic footwear. Its low-profile construction and crossed-stripe design have made it a central product in the internationally operated Onitsuka Tiger business and a recognizable link between ASICS's sporting history and fashion market.
Performance running shoes · 2024
NIMBUS MIRAI
NIMBUS MIRAI is a performance-running shoe designed with end-of-life recovery in mind. The product was accompanied by a return initiative intended to collect used shoes and support subsequent material recycling, linking ASICS's cushioning expertise with a circularity objective.
Footwear technology · 2016
FlyteFoam
FlyteFoam is a lightweight midsole foam platform introduced in 2016. It was used in the DynaFlyte running shoe and became part of ASICS's broader effort to reduce footwear weight while retaining cushioning and responsiveness for training and racing.

Controversies

2021
Unauthorized Xinjiang cotton statement
An ASICS China social-media account posted a statement concerning continued cotton sourcing from Xinjiang during controversy over alleged forced labor. ASICS headquarters said the statement was unauthorized and did not represent the company's official position.
Source
2019
Asics apologizes after pornography is displayed on Auckland store screens
In 2019, Asics apologized after hackers gained access to promotional screens outside its central Auckland store and displayed explicit content. The company said it was working with its software and online security suppliers to prevent a recurrence. The incident involved unauthorized access to the store's external promotional displays, which were used to show explicit material. Asics issued the apology in response and stated that it was cooperating with the relevant suppliers to address the matter and reduce the risk of similar incidents in the future.
Source 1 Source 2
2017
Cambodia factory worker health incident
Workers assembling ASICS products in Cambodia reportedly fainted in a factory where thick smoke was present. ASICS said it and the factory would address worker awareness, health and safety training and ventilation.
Source

2024NIMBUS MIRAI return program
Selected international markets
ASICS supported the launch of NIMBUS MIRAI with a program encouraging consumers to return used shoes for material recovery and recycling.
Outcome. Circular-product initiative launched
Source
2023Cricket Australia partnership renewal
Australia
Cricket Australia renewed ASICS's role as official kit supplier for another five years, covering Australian men's and women's national teams through 2028.
Outcome. Partnership renewed through 2028
Source
2019World Athletics partnership extension
International
ASICS extended its partnership with World Athletics, then known as the IAAF, with the relationship scheduled to continue through 2029. The partnership supports the brand's visibility in elite track and field and reinforces its performance-sports positioning.
Outcome. Partnership extended through 2029
Source
2019Los Angeles Marathon partnership
United States
ASICS announced a partnership with the Los Angeles Marathon, connecting the company with a major mass-participation road-racing event and its running community.
Outcome. Event partnership established
Source

Brand decisions

2024
Executive leadership transitionOther
Background
ASICS reorganized senior responsibilities after a period of renewed growth and increased emphasis on digital operations.
Action taken
Mitsuyuki Tominaga became president and COO, Yasuhito Hirota became chairman and CEO, and Motoi Oyama moved to a senior-adviser role before leaving the board.
Aftermath
The transition combined continuity in strategic leadership with new operational leadership under Tominaga.
Source
2021
Medium Term Management Plan 2023Strategy
Background
ASICS had lost momentum in parts of the performance-running market and sought clearer product segmentation and stronger technical differentiation.
Action taken
The company prioritized sports-science-driven product improvements, differentiated running categories, digital operations and direct-to-consumer growth.
Aftermath
The plan supported a recovery in profitability and helped sharpen the focus on performance running and premium products.
Source
2021
METASPEED SKY and EDGE launchProduct launch
Background
Research identified different ways elite and recreational runners increase speed during racing.
Action taken
ASICS launched two carbon-plated racing shoes designed respectively for stride-oriented and cadence-oriented runners.
Aftermath
The METASPEED platform strengthened ASICS's presence in high-performance racing footwear.
Source
2016
Acquisition of Runkeeper operatorM&A
Background
ASICS pursued digital capabilities connected with running, fitness tracking and consumer engagement.
Action taken
ASICS acquired Fitness Keeper, Inc., operator of the Runkeeper application, as a wholly owned subsidiary.
Aftermath
The acquisition expanded ASICS's digital portfolio beyond physical footwear and apparel.
Source
2002
Revival of Onitsuka TigerStrategy
Background
ASICS identified an opportunity to use archival athletic designs in the growing international lifestyle and fashion sneaker market.
Action taken
The company relaunched Onitsuka Tiger and expanded it through directly managed stores and selected international distribution.
Aftermath
Onitsuka Tiger became a significant lifestyle and heritage business alongside ASICS's technical sports operations.
Source
1977
Merger creates ASICS CorporationM&A
Background
Onitsuka sought a broader corporate structure combining sporting footwear, sporting goods and sportswear capabilities.
Action taken
Onitsuka Co., GTO and Jelenk merged on an equal basis to form ASICS Corporation.
Aftermath
The merger established the ASICS corporate identity and expanded the group's product and operating base.
Source

Recent events

2024
ASICS launches NIMBUS MIRAI[1]Asicsen.wikipedia.org
Product launch · Other
The company introduced a performance-running shoe designed with end-of-life recovery and recycling in mind, supported by a return program.
2024
ASICS completes a four-for-one stock split[5]ASICS completes a four-for-one stock splitfashionsnap.com
Other
The company announced a four-for-one split of its common shares, intended to reduce the investment unit and broaden investor participation.
2023
ASICS sells Haglöfs[1]Asicsen.wikipedia.org
M&A
LionRock Capital acquired the outdoor brand Haglöfs from ASICS, ending ASICS's ownership of the business.
2022
ASICS acquires a 65% stake in R-bies and forms a running ecosystem partnership[6]ASICS acquires a 65% stake in R-bies and forms a running ecosystem partnershipcorp.asics.com
M&A
ASICS announced an agreement to acquire 65% of R-bies, operator of RUNNET, while Nippon Television Holdings would acquire 35%. The transaction was intended to connect products, membership, race registration, events and digital running services.
2022
ASICS promotes METASPEED through the BEAT YOUR BEST campaign[7]ASICS promotes METASPEED through the BEAT YOUR BEST campaignadvertimes.com
Campaign · Product launch
ASICS Japan used a television commercial to support the METASPEED performance-running range and communicate with athletes preparing for competition.
2021
ASICS introduces METASPEED racing shoes[1]Asicsen.wikipedia.org
Product launch · Product generation
The METASPEED SKY and METASPEED EDGE carbon-plated shoes were introduced for different running mechanics: stride-oriented and cadence-oriented runners.
2021
ASICS launches the RUN for X brand campaign in Japan[7]ASICS promotes METASPEED through the BEAT YOUR BEST campaignadvertimes.com
Campaign
The campaign used athletes including Yoshihide Kiryu and Kohei Uchimura in communications about individual motivation and athletic effort.
2021
ASICS introduces personalized marketing for its walking business[8]ASICS introduces personalized marketing for its walking businesssendenkaigi.com
Campaign · Other
ASICS Japan integrated store and e-commerce data with Marketing Cockpit to segment customers and personalize direct-mail communications for its walking business.
2019
ASICS acquires Race Roster[1]Asicsen.wikipedia.org
M&A
The company acquired Canadian race-registration platform Race Roster for its ASICS Digital portfolio.
2019
ASICS buys the North American race-registration business of Fast North Corporation[9]ASICS buys the North American race-registration business of Fast North Corporationcorp.asics.com
M&A
The transaction was presented as part of an effort to rebuild ASICS’s North American running position and connect footwear with race-registration services.

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