The History of Asics – The King of Japanese Functionality

When runners, athletes and anyone living an active life want precision, comfort and performance, one name often springs to mind: Asics. The Japanese brand is synonymous with tech innovation, biomechanical precision and a loyal community.

But how did Asics become the king of Japanese functionality? Let's dive into the brand's history – OnSize style.

The beginnings: sports gear to shape a generation

The history of Asics began in Japan in 1949, after the Second World War. Kihachiro Onitsuka founded Onitsuka Co., Ltd. with the aim of giving young people in Japan a positive future through sport.

Its first product was a basketball sneaker – simple yet innovative, with a suction-cup pattern on the sole inspired by an octopus.

Onitsuka Tiger – an icon is born

In the 1950s and '60s, the brand became known as Onitsuka Tiger and quickly caught on with Japanese and international athletes alike.

At the 1972 Munich Olympics, plenty of athletes competed in Onitsuka sneakers.

The best-known early model is the Mexico 66, which is still made today – and the striped side panel, the foundation of Asics's iconic look, first appeared on this model.

Rebrand: from Onitsuka to ASICS

In 1977, Onitsuka Co. merged with two other sports companies, and ASICS Corporation was born.

The brand name is an acronym of this Latin motto:

“Anima Sana In Corpore Sano” – meaning: A sound mind in a sound body

That became the brand's philosophy: supporting not just physical but mental wellbeing through sport.

Asics went on to become one of the brands with the most advanced running tech in the world. Asics products are developed based on years of biomechanical research at the brand's research institute in Kobe.

Asics and lifestyle: not just about sport

Although Asics designs first and foremost for performance, its lifestyle line keeps getting stronger:

• Models like the GEL-LYTE III and the Kayano 14 have reached cult status in sneaker culture.
• Collabs: Awake NY, Kiko Kostadinov, Vivienne Westwood – premium streetwear fusions.
• And the classic Onitsuka Tiger brand carries retro Japanese design forward as a fashion line of its own.

This Japanese brand is the number one choice for lots of runners for whom support, cushioning and durability are non-negotiable.

From sports sneaker to icon

Asics's first big hit was its basketball sneaker in the 1950s, but the brand soon moved into running, where Japanese engineering care and tech innovation earned it worldwide acclaim.

Best-known models:

• Asics GEL-Kayano – maximum cushioning for the long haul
• Asics GEL-Lyte III – the iconic split tongue that's now a streetwear staple
• Asics Nimbus, GT, GEL-1090 – retro running style reimagined

Streetwear comeback: the rebirth of the GEL-Lyte

Asics has always been a running specialist, but in recent years it has made a serious splash in the fashion world too. Thanks to the new retro-runner trends, the GEL-Lyte III and friends have become hype pieces all over again.

Why is it popular now?

• Comfort has become just as cool as style
• Streetwear communities appreciate technical design too
• Collabs helped reposition the brand

Tech never goes out of style

Asics is still famous for the serious tech behind its stylish looks:

• GEL technology: shock absorption and cushioning at master level
• FlyteFoam™: ultra-light foam for dynamic movement
• AHAR+ outsole: long life and extra grip

These innovations don't just matter to runners – they matter to anyone who wants to move around the city in style and comfort all day long.

Image sources: corp.asics.com, footasylum.com, captaincreps.com, graduatestore.fr