Magazine B – Issue 99: Asics

Amid the waves of numerous brands sweeping the globe, Magazine B shares its perspective on well-balanced brands and uses print media to demonstrate the timeless values of individual brands. Defining a well-balanced brand by four standards—beauty, practicality, price, and philosophy—Magazine B offers unique insights and in-depth analysis of one well- balanced brand in one issue every month.

ASICS began as the sports shoe brand ‘Onitsuka Tiger’ founded by Kihachiro Onitsuka in Kobe, Japan in 1949. They have been innovating by developing original technologies such as outsoles inspired by octopus suction cups, ventilation systems for air circulation in shoes, and shock-absorbing gel. Thanks to this, ASICS produced Olympic medalists wearing their products in various events including the marathon in the 1960s and 1970s. Although they experienced a slump after the 1990s, they regained their reputation by focusing on experiments and improvements centered around their internal R&D organization, the Sports Science Research Institute, and releasing models specifically for running such as ‘Metaspeed’. They also created a lifestyle line called ‘Sportsstyle’ and are receiving great support from not only leading brands that are their collaborating partners, but also the younger generation.

Language: English