The history of ASICS – the king of Japanese functionality

When runners, athletes and people with active lifestyles want precision, comfort and performance, they often think of one name: ASICS. The Japanese brand's name is synonymous with tech innovation, biomechanical precision and a loyal community.

But how did ASICS become the king of Japanese functionality? Let's dive into the brand's history – OnSize style.

The beginnings: sport to shape the youth

The ASICS story began in Japan in 1949, after World War II. Kihachiro Onitsuka founded Onitsuka Co., Ltd. with the goal of giving Japanese youth a positive future through sport.

His first product was a basketball shoe – simple yet innovative, with a suction-cup pattern on the sole inspired by an octopus.

Onitsuka Tiger – the birth of an icon

In the 1950s and '60s the brand became known as Onitsuka Tiger and quickly became popular with Japanese and international athletes.

At the 1972 Munich Olympics, plenty of athletes competed in Onitsuka shoes.

The best-known early model is the Mexico 66, which is still made today – and the striped side panel, the foundation of the iconic ASICS look, first appeared on this model.

Rebrand: from Onitsuka to ASICS

In 1977, Onitsuka Co. merged with two other sports companies, and ASICS Corporation was born.

The brand name is an acronym of this Latin motto:

"Anima Sana In Corpore Sano" – meaning: a sound mind in a sound body

That became the brand's philosophy: supporting not just physical but mental wellbeing through sport.

ASICS became one of the brands using the most advanced running shoe tech in the world. ASICS products are developed based on years of biomechanical research at its research institute in Kobe.

ASICS and lifestyle: not just sport

Although ASICS designs for performance first, its lifestyle line is getting stronger and stronger:

• Models like the GEL-LYTE III and Kayano 14 have reached cult status in sneaker culture.
• Collabs: Awake NY, Kiko Kostadinov, Vivienne Westwood – premium streetwear fusions.
• And the classic Onitsuka Tiger brand carries on retro Japanese design as a separate fashion line.

This Japanese brand is the number one choice for many runners, for whom support, cushioning and durability are non-negotiable.

From sports shoe to iconic model

ASICS's first big hit was a basketball shoe in the 1950s, but it soon moved into running shoes, where Japanese engineering care and tech innovations earned it worldwide recognition.

Best-known models:

• ASICS GEL-Kayano – maximum cushioning for long distances
• ASICS GEL-Lyte III – the iconic split tongue, now a streetwear staple
• ASICS Nimbus, GT, GEL-1090 – retro runner style reimagined

The streetwear comeback: the GEL-Lyte's rebirth

Although ASICS has always been a running specialist, in recent years it's grown massively in the fashion world too. Thanks to the new retro runner trends, the GEL-Lyte III and friends have become hype pieces again.

Why is it popular right now?

• Alongside style, comfort has become cool too
• Streetwear communities appreciate the technical design
• Collabs helped reposition the brand

Tech never goes out of style

ASICS is still known today for the serious tech development behind its stylish looks:

• GEL technology: master-level shock absorption and cushioning
• FlyteFoam™: ultra-light foam for dynamic movement
• AHAR+ outsole: long life and extra grip

These innovations don't just matter to runners – they matter to anyone who wants to move around the city in style and comfort all day.

Image sources: corp.asics.com, footasylum.com, captaincreps.com, graduatestore.fr