The ASICS Brand. Sound Mind, Sound Body™

Have you ever thought about the history of the brand that’s been making your favorite running shoes for over 70 years? Let’s take a look at how ASICS began, where the brand is today and where it’s going in the future.

Background Story

Over 70 years ago, Kihachiro Onitsuka was looking for a way to provide hope to children in post-war Japan. He settled on making shoes as he knew that sport had the ability to bring hope and lift spirits. His original shoe company, Onitsuka Co. Ltd., would go on to merge with two other companies in 1977, officially creating the ASICS brand that we all know today.

The ASICS Name

Did you know that ASICS is actually an acronym? The acronym, ASICS, is derived from the Latin phrase, “Anima Sana In Corpore Sano” which translates to “a sound mind in a sound body.”

ASICS Today

Leaning into the company’s heritage which includes a belief that movement is a means to build health and happiness in both the mind and body, ASICS plans to use the Sound Mind, Sound Body™ platform to drive the brand forward. The commitment goes beyond just a tag line and will be at the heart of everything the brand does.

Athletes

As an apparel and footwear brand, we are proud to support several athletes serving as ASICS ambassadors. These athletes embody the brand’s Sound Mind, Sound Body™ philosophy throughout training, competitions and everyday life. Be sure to check out the video series which showcases our athletes describing how our Sound Mind, Sound Body™ philosophy is infused into their daily lives.

How Can You Get Involved?

Throughout 2021, we’ll be hosting activations that promote movement of both the body and the mind. We’ll be hosting social activations through @ASICSAmerica and the popular ASICS World Ekiden will return this fall for the second annual competition.