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In 1949, Kihachiro Onitsuka founded Onitsuka Co. Ltd. in the Japanese town of Kobe. His aim was to create athletic footwear that would encourage children to play sports. Personally manufacturing basketball shoes in his living room, Onitsuka was driven by the belief that the key to a happy life lies with personal health, wellness and fitness. In 1977 Onitsuka choose a new name for his growing company, Asics. Anima sana in corpore sane – A sound mind in a sound body. This latin phrase was the inspiration for the new name and the mission statement of the Asics brand and it continues to influence the company’s direction to this day.
Asics - Be your best
The sneakers with the now iconic stripes were an instant success in Japan and were soon introduced to and embraced by the rest of the world. Continuing with their success, in 1990 Asics opened the Research Institute of Sports Science in Kobe. There, specialised scientists, elite athletes and experienced coaches work together to create technological innovations for sports shoes and athletic apparel. Asics studies the movement of the human body and creates materials designed to enhance physical performance, endurance and enjoyment. A company of unlimited potential and design, Asics creates sporting gear for ‘the benefit of all athletes’.
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