Born in Japan in the first half of the 20th century under the name Onitsuka, the Asics brand achieved international success from the 1960s onwards. Today, it is considered a benchmark in running, with sneakers combining comfort, performance… and style!
So, is this enthusiasm aroused? Should we favor these models for sports, running, or simply adopting a streetwear look? We give you our opinion on Asics sneakers in this article.
The history of the Asics brand
The story of Asics begins in 1949, when Kihachiro Onitsuka founded his company, which still bears the name Onitsuka Co. Ltd. His first product was a basketball shoe, designed to give young athletes a quality alternative to imported products. As early as 1951, the brand found success with its Tiger Marathon Tabi, running shoes inspired by traditional Japanese sandals. These shoes notably helped Shigeki Tanaka win the Boston Marathon, putting Onitsuka on the global map of sports equipment manufacturers.
The 1960-1970s marked a first golden age: Onitsuka diversified its product range and turned to other sports such as volleyball, tennis, and football. It was during this period that the Mexico 66 was born. This pair, worn by Bruce Lee and brought back into the limelight in the 21st century thanks to the Kill Bill movie, was then the first to feature the now iconic crossed stripes of the brand.
The year 1977 marks another significant turning point, as Onitsuka merges with GTO and JELENK to finally give birth to Asics Corporation. The name of the new entity is derived from the Latin quote Anima Sana In Corpore Sano, which can be translated as “a healthy mind in a healthy body”.
The 1980s mark the beginning of the “technological era” for Asics, with the emergence of the GEL cushioning system in 1986. This major innovation in the field of running shoes is still essential today, providing better shock absorption and offering better comfort to runners.
If the 1990s saw brands like Nike or Reebok taking the lead, Asics continued to innovate. The company even opened its research and development center in Kobe, Japan, in 1994 to focus on continuous innovation and the development of new products. And to strengthen its international presence alongside the new heavyweights of the industry, it sponsors multiple athletes (from Zinedine Zidane to Novak Djokovic!) and top-tier sporting events.
If Kihachiro Onitsuka passed away in 2007, Asics is more than ever a major brand in the world of sport in general and running in particular, today. Proof that the founder’s mantra bore fruit: “If you fail, keep moving forward until you succeed.”
Our opinion on Asics
Next to sportswear brands that are (also) venturing into “lifestyle” fashion, Asics has chosen to focus on the sports field. A rewarding choice if we look at the number of Sunday runners and high-level athletes who have chosen Gel technology to improve their performances.
The comfort, cushioning and durability of these shoes are very convincing, making Asics the top competitor of New Balance, as well as of ambitious newcomers (Hoka, On…).
💡Essential reading: Running: the 6 golden rules to find the ideal shoes
The best Asics products
Of course, Asics offers a full range of sportswear (t-shirts, shorts, jackets…), but it’s for its sneakers that the brand is recognized. Starting with all the references equipped with the GEL cushioning system (Nimbus, Quantum, Cumulus, Kayano…). Among the most popular models, it’s hard to overlook the Asics GEL 1130, more urban than strictly sporty, but versatile, stylish and very comfortable.
Just a tad more sophisticated, the GEL-Nimbus also rank among the bestsellers of the Japanese brand. For some sneakerheads, the Nimbus 9 even represent the best alternative to Nike TN…
Rather than the air bubble from the Swoosh brand, it’s the famous GEL inserts that we find in the heel and forefoot of these shoes, which sometimes allow for bold color combinations. Plus, they have the advantage of catering to all sizes, as they are available in shoe sizes ranging from 36 to 49!
Finally, in a purely sporting context, the Superblast have many followers, but the stars of the runners are now called Metaspeed! Beyond their unique style, with their thick sole, red color scheme and the iconic black stripes, these ultra-light sneakers (185g) are designed to help you “run better”, faster and longer.
Current Asics Promotions
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Where to buy Asics clothes and sneakers?
The brand can rely on its own network of resellers, as well as several factory outlets (factory outlets) in France. But Asics sneakers are especially present in all sports stores (Decathlon, Intersport…) and boutiques specializing in sneakers (Foot Locker, Courir, JD Sports…).
Obviously, on the Internet as well, a multitude of e-commerce sites allow you to find the shoe that fits!
The latest news from the brand
What is the value of the Asics brand? Reviews and best products. - Born in Japan in the first half of the 20th century under the name Onitsuka, the Asics brand achieved international success from the 1960s onwards. Today, it is considered a benchmark in running, with sneakers combining comfort, performance… and style! So, is this enthusiasm aroused? Should we favor these models for sports, running, or simply… Continue reading What is the value of the Asics brand? Reviews and best products.