The well-known Japanese sports brand, ASICS, began operations in 1977, but its roots date from 1949, when a former military officer, Kihachiro Onitsuka, established Onitsuka Co. in Kobe, Japan. Mr. Onitsuka had a great passion for sports and health and, in the 1950s, he set out to provide the youth of Japan with appropriate shoes to encourage participation in sports. In the late 1970s, the company changed its name to ASICS. The name consists of the acronym of the Latin expression, Anima Sana In Corpore Sano, meaning “a sound mind in a sound body”. It is the philosophy under which the company operates, and the fundamental platform on which it still stands. ASICS’ long-standing corporate vision is to “create quality lifestyle through intelligent sport technology.”


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