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ASICS was founded in 1949 under the name Onitsuka Co. Ltd. in Kobe, Japan by Kihachiro Onitsuka. At the time basketball was getting bigger in Japan and the company first produced ASICS trainers to meet the demands of Japan’s rising stars. The first ASICS trainers featured an innovative recessed sole design, which acts in the same way as an octopus to provide extra suction. Onitsuka Co. continued into also producing running shoes which the company has become so well known for today.
Giants of Japanese sportswear
It was not until 1977 that the company changed its name to ASICS. It is in fact a Latin acronym which stands for "Anima Sana In Corpore Sano”. In English this translates as a sound mind in a sound body, which is really the philosophy at the heart of everything the brand stands for. In recent years ASICS trainers have set the bar high with its GEL-KAYANO and GEL-NIMBUS shoes, both of which were award winning designs. Today ASICS trainers can be the number one choice of athletes and stars alike. What is great about ASICS trainers is the wide range of bright, neon colour combinations which guarantee to have everyone noticing your funky footwear.