ASICS Corporation is a Japanese multinational corporation specializing in the design, manufacture and marketing of athletic footwear, apparel and accessories. Headquartered in Kobe, Japan, the company was founded in 1949 by Kihachiro Onitsuka under the name Onitsuka Co., Ltd. It adopted the ASICS name in 1977, an acronym derived from the Latin phrase “Anima Sana In Corpore Sano” (“A Sound Mind in a Sound Body”), reflecting its long-standing commitment to promoting healthy living through sport.
The company’s primary business activities encompass research, development and production of performance-driven running shoes, cross-training sneakers, sportswear and related accessories. ASICS is particularly known for its GEL cushioning technology, which features in flagship running lines such as GEL-Kayano, GEL-Nimbus and GEL-Cumulus. In addition to footwear, the company offers a range of apparel items—including technical tops, tights and jackets—and sporting accessories like backpacks, hats and socks designed to meet the needs of amateur and professional athletes alike.
ASICS serves a global customer base through a diversified distribution network that includes wholesale partners, specialty running retailers, monobrand stores and e-commerce platforms. The company operates in more than 50 countries across Asia, Europe, North America, South America and Oceania, and maintains regional offices in major markets such as the United States, the Netherlands and China. This international footprint supports localized product development and marketing initiatives tailored to different consumer preferences and sporting disciplines.
Leadership at ASICS has remained rooted in its founding philosophy of innovation and quality. Kihachiro Onitsuka’s legacy continues under the stewardship of President and Chief Executive Officer Yasuhito Hirota, who was appointed in March 2020. Under Hirota’s direction, ASICS has bolstered its investment in digital fitness solutions, sustainable manufacturing practices and community-based running programs, reinforcing its position as a leading name in the global athletic footwear and apparel industry.
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