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ASICS Corporation
ASICS makes and sells athletic shoes, clothing, and sports gear, best known for its running shoes.
ASICS is a Japanese sportswear company that makes running shoes, athletic clothing, and sports gear. It sells under two main brands: ASICS, which focuses on serious athletic performance, and Onitsuka Tiger, which is a fashion-forward lifestyle brand. The company also owns a smaller brand called Haglöfs, which makes outdoor gear.
The name comes from a Latin phrase, "Anima Sana In Corpore Sano," which means "a sound mind in a sound body." That's where the letters A-S-I-C-S come from. The company was founded in 1949 by Kihachiro Onitsuka, who started making basketball shoes in his hometown of Kobe, Japan. One of its earliest claims to fame: the distinctive crossed-stripe design on its shoes was created by a young designer named Toshiko Onitsuka, and the company later won a legal battle over those stripes against other brands. ASICS is probably best known for running shoes, and that's where it earns a big chunk of its money. It also makes shoes and gear for tennis, volleyball, wrestling, and other sports. The company sells through sporting goods stores, its own retail shops, and online. Its biggest markets are Japan, North America, and Europe. The running shoe business is crowded. ASICS competes with giants like Nike and Adidas, plus newer brands like Deckers (which owns Hoka) and On Holding. What sets ASICS apart is its focus on serious runners and its technical reputation—especially its gel cushioning and support shoes. The company has been working to boost profitability in recent years and has seen strong growth in its running category.
ASICS uses its cash to develop new shoe technology, open stores, and pay dividends. It also spends on marketing, including sponsorships of major marathons and athletes. The company is publicly traded on the Tokyo Stock Exchange.
Saved answer · last researched 12 Nov 2026