The ASICS brand is well known in many households worldwide. But what do we know about the brand? The ASICS brand has a rich history and in this blog we will try to summarize it in short, to give you a good impression of the brand and the many different styles that are popular today.

History of the Brand

ASICS was founded in 1949 in Kobe, Japan, by Kihachiro Onitsuka under the name Onitsuka Co., Ltd.. The company started by producing shoes to encourage development of Japan's post-war youth and building a better future for them. In 1977, the brand officially became ASICS, an acronym derived from the Latin phrase Anima Sana In Corpore Sano, meaning “a sound mind in a sound body.” This philosophy remains at the heart of the brand. Over the decades, ASICS evolved from a small Japanese shoemaker into a globally recognized leader in sports footwear and apparel, known for combining science, performance, and style.

Vision on the Future

ASICS continues to place human well-being and innovation at the center of its vision. The brand is investing heavily in research and technology, with its Institute of Sport Science in Japan playing a pivotal role in developing performance-enhancing footwear. Sustainability is also high on the agenda: ASICS is committed to reducing its environmental footprint through the use of recycled materials and eco-friendly manufacturing processes. Looking forward, ASICS aims to balance cutting-edge performance gear with mental well-being, reinforcing the connection between physical activity and a healthier mind.

Iconic Shoe Styles

Throughout its history, ASICS has introduced several iconic shoe designs that remain relevant today:

ASICS Gel-Lyte III (1990) – Famous for its split tongue design and comfort, the Gel-Lyte III became a cultural icon beyond the running world, embraced by sneaker enthusiasts and streetwear communities. The Gel-Lyte III remains a favorite in sneaker culture, often released in new collaborations and limited editions. 

ASICS Gel-Kayano (1993) – In 1993 Oshikazu Kayano, was given the challenge of creating an all-purpose trainer, this lead to the birth of the Gel-Kayano trainer. These days the Gel-Kayano has made its return in different forms. One of these is the Gel-Kayano 14 which is one of the best performing shoes on the sneaker market at the moment.

Modern Icons

ASICS’ more recent models also play an important role in shaping the brand’s reputation today:

ASICS Gel-NYC – A hybrid silhouette inspired by retro performance runners, the Gel-NYC blends elements of classic Gel-Cumulus and Gel-Nimbus styles with modern construction. Its mix of heritage aesthetics and contemporary design has made it a favorite in streetwear culture.

ASICS Gel-Quantum 360 I – In 2015, ASICS introduced the GEL-QUANTUM 360 I sneaker. It was the first ASICS shoe to feature 360-degree GEL technology in the midsole. The design laid the foundation for 10 years of innovation in the GEL-QUANTUM collection.

ASICS GT-2160 – The GT-2160 is a tribute to the technical design of the GT-2000 series from the early 2010s. This edition carries all the features that made the shoe so iconic, such as the sleek look and wavy forefoot. It also incorporates other influential details from the 2010s, like a segmented midsole and GEL technology inserts. The result is a shoe with an industrial look and advanced cushioning.