Book about ASICS. Magazine B Issue 99 – ASICS explores the brand’s origins in Onitsuka Tiger, founded by Kihachiro Onitsuka in 1949 with the aim of supporting Japanese youth through sport and movement. Guided by the motto “A Sound Mind In A Sound Body,” ASICS has developed innovative technologies such as GEL cushioning, breathable constructions, and nature-inspired sole designs.
Following success at the Olympics in the 1960s and 70s, the brand expanded its research and innovation through the Institute of Sport Science, leading to new running models such as Metaspeed. Today, ASICS combines its strong performance running heritage with its SportStyle collection, where performance meets streetwear.