ASICS, is an acronym for the Latin phrase 'Anima Sana In Corpore Sano', which means, 'sound mine in a sound body'.
The forerunning company to Asics was Onistuka, started in Japan in 1949 by a Mr Kihachiro Onistuka. From 1950 the company became known as Onitsuka Tiger, which is still a part of modern Asics.
From the 1964 Olympics until present day various athletes still wear Onistuka Tiger or Asics shoes.
The Tiger Mexico 66's were the first shoe to sport the stripes of Asics, made in 1966 in preparation for the Mexico Olympics in 1968.
In the 1980's Asics introduced the GEL cushioning system which boasts the ability to absorb shock by 'dissipating vertical impact and dispersing it into a horizontal plane'. In modern Asics, the GEL technology is at the forefront and sole of every shoe, literally.
In 2011 Asics launched a Global campaign titled 'Shedding'.
The 45 second advert features runners running through a variety of terrain. All of the runners are perspiring and 'shedding' non physical attributes such as; stress, tension, worry and doubt.
The words are used in a variety of different languages and appear to fall off the individuals in a typographic form.
The whole motive for this campaign is show the world that Asics shoes are supreme in the sense they can relieve tension, stress, doubt and worry. Of which they can in the sense that the consumer utilizes the shoes to their full potential in whatever sport they partake.
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