BRAND PROFILE: ASICS

THE HISTORY OF ASICS

When was ASICS founded?  

ASICS, originally Onitsuka Tiger, was founded in 1949 in Kobe, Japan. Emerging against a post-war backdrop of economic instability and community devastation, Kihachiro Onitsuka channelled his focus into the restorative powers of youth sports, striving to heal, strengthen and empower not just individual bodies and minds, but society as a whole. It all started as a one-man team, but since then ASICS sneakers have graced Olympic podiums, marathon finish lines, and even Hollywood movie sets—rooted in sports and celebrated in culture.  

What is the ASICS ethos? 

ASICS’ motto is “Anima Sana In Corpore Sano”, a Latin phrase meaning “a sound mind in a sound body.”  This motto reflects ASICS’ unwavering commitment to promoting both physical and mental wellbeing, embedded into every aspect of its design and innovation. So much so, in fact, that it also serves as the fabric of its very identity, spelling out the acronym that forms its name.

In the long-term, ASICS is committed to “Create Quality Lifestyles through Intelligent Sports Technology”. It believes in a world where everyone has access to sport and physical activity, without being naive towards the barriers that can prevent people from taking part. Through sports technology and innovation, the brand seeks to break down these barriers one by one to nurture a society of sound minds in sound bodies. 

What is the ASICS logo? 

What are those dynamic, criss-crossing lines that grace the sidewalls of ASICS trainers? Dubbed “Tiger Stripes”, the now-famous insignia was first seen on the Onitsuka Mexico 66 sneakers during the pre-trials for the Mexico ‘68 Olympics. You’ve probably seen this iconic shoe for yourself; it was popularised by the legend that is Bruce Lee in his final movie, Game of Death. 

So that’s how the tiger got its stripes. When you see them today, you can be sure you’re getting decades of experience in cutting-edge design. 

Is Onitsuka Tiger the same as ASICS?  

The short answer is yes! Onitsuka Co. is the name if the original brand founded by Kihachiro Onitsuka in 1949. A period of economic instability ensued in late ‘70s Japan, prompting the brand to merge with two other parties—GTO Co. and JELENK Co—in 1977. Following the merger, ASICS was born. That’s why you’ll notice the same “Tiger Stripes” lining the sidewalls of both ASICS and ONITSUKA TIGER shoes. 

Onitsuka made a quiet comeback in 2002 under the ASICS umbrella, reviving its legacy of craftsmanship and innovation with re-releases of retro classics. In 2008, the brand took it a step further with Nippon Made—a premium line meticulously handcrafted in Tokyo using top-tier materials. This collection reimagined and celebrated Onitsuka's most iconic designs. 

How did ASICS become a global success? 

ASICS is a household name today, but how did it get there? After their first basketball shoe was released in 1950, ASICS gradually began to expand across a whole spectrum of competitive sports on the world stage. Marathon runners, wrestlers, gymnasts, footballers, fencers and volleyball players were lacing up a pair of ASICS by the sixties. It was consistent quality and careful attention to the nuances and needs of each sport that propelled the brand’s global presence forwards. 

ASICS’ journey across to America came with a helping hand from an unlikely source. Phil Knight and Bill Bowerman’s Blue Ribbon Sports (later to become a brand you may have heard of named Nike) struck a deal to become the official importer of Onitsuka sneakers in the USA, bringing the Tiger Stripes stateside. Despite seeing success, tensions grew between the two and the deal came to an end, with Knight splitting off to pursue in-house design and manufacturing. Relations may have soured, but Onitsuka had established its presence in an undeniably important market.  

 Today, ASICS kits out pro athletes, amateurs and sneakerheads alike across the far-reaches of the globe.  

ASICS BUILD AND QUALITY 

What is ASICS’ design philosophy? 

The basis of ASICS design is the Japanese word ‘kaizen’, translating to ‘continuous improvement’. Under four pillars of User Testing, Science, Innovation and Sustainability, the brand is committed to always ask questions, surpass previous successes, and stride forwards. 

Is Asics high quality?  

ASICS Womens footwear and mens has been meticulously fine-tuned over decades. You only need to glance at the glittering alumni of gold medallists, world champions and leading athletes that have sported the Tiger Stripes over time to see just how high-quality the brand’s footwear is. When you opt for a pair of ASICS, you can be sure its design is backed up by market leading science and technology research. This is thanks to the ASICS Institute of Sport Science (ISS), a cutting-edge research and development centre that studies all the intricacies of human movement and finds new ways to support, enhance and inspire your next step. 

Why are ASICS so comfortable? 

ASICS are well-known for delivering best in class comfort, which can be accredited to the 1986 invention of a semi-fluid, silicone-based cushioning system dubbed GEL™ technology. It can’t be understated—it was a revolution. Ahead of its time back then and still standing strong now, it remains a go-to choice for runners across the world. Whether you're chasing a personal best or enjoying a casual stroll, ASICS' groundbreaking shock-absorbing technology is your secret weapon for all-day comfort. 

Are ASICS sneakers recommended by podiatrists? 

If you’re suffering any kind of discomfort or medical issues with your feet, you may well be recommended a pair of ASICS by your podiatrist. Several ASICS shoes, including the GEL-KAYANO® 29, GEL-NIMBUS® 25, and GT-2000™ 11, have been reviewed by podiatrists and awarded the APMA Seal of Acceptance in the US. With some styles offering firm stability and others providing a more cushioned, plush ride, ASICS has something for every foot type and concern. 

Why is ASICS so popular? 

ASICS may be most well-known for its medal-worthy performance in the world of sports, but it’s successfully managed the jump into the lifestyle and fashion space, too. The dawn of the “Dad Shoe” and the nostalgic resurrection of the late ‘90s / early 2000s retro runner have really played into ASICS’ hands, ushering its metallic, mesh-clad designs onto the feet of the style-conscious in the city streets. Check out the GEL-KAYANO™, the GEL-1130 and the GEL-NYC from the SportStyle collection if you fancy updating your sneaker rotation. 

Not only that, but ASICS has mastered the art of collaboration. Inviting in the creative input of a whole host of brands and designers to the process has kept the brand feeling fresh and drummed up worldwide hype for some sought-after styles. And the collaboration alumni aren’t to be scoffed at, with the likes of Kiko Kostadinov, Cecilie Bahnsen, JJJJound, and Sean Wotherspoon lending their influence and expertise. 

ASICS RUNNING 

Cushioning, stability, heel-to-toe drop, pronation… we get it: choosing a new running trainer can all feel like a bit of a minefield. We’re here to help demystify the process so you can pick the right pair of ASICS for you.  

Are ASICS running shoes any good? 

Developed and finetuned over years, ASICS offer the best trainers to suit each and any runner. With different levels of cushioning, stability and cutting-edge technology, you can trust a pair of ASICS to carry you across the finish line. That’s why some all-time greats like Lasse Virén and Naoko Takahashi have chosen ASICS running trainers throughout their competitive careers. 

Are ASICS good for overpronation / supination? 

Everybody’s different—and that goes for your running style, too. It’s important to understand your pronation (the way your foot rolls when you walk or run) before you select your new race day pair. ASICS has plenty of options for each running style to not only help you go faster, but to help you avoid injury. 

Overpronation: 

If you overpronate your arches are flat, leading to your heel rolling inward more than it should. This can put extra stress on your knees, joints, and the inside of your foot. To avoid problems like shin splints, bunions, or heel spurs, go for stability-focused shoes like the GEL-KAYANO, GT-2000, or GT-1000. They’re designed to give you the support and alignment you need to run comfortably. 

Supination / Underpronation: 

If you underpronate (or supinate), your foot rolls outward, meaning less shock is absorbed when you land—this can put extra stress on your legs. The key is finding shoes that cushion your steps and keep you comfortable. Look for options with features like advanced cushioning, a roomy toe box, and solid arch and ankle support. ASICS models like the GEL-CUMULUS, GEL-NIMBUS, and GEL-PULSE are perfect picks to keep you running smoothly. 

Neutral: 

Lucky enough to run with a neutral gait? Your foot strikes the outside of the heel and rolls inward just enough to absorb shock and support your body weight. With normal arches and evenly distributed weight, you’re already well-supported while running. Shoes like the GEL-CUMULUS, GEL-NIMBUS, and GEL-PULSE are great options to keep you comfortable and performing at your best—but really, you can take your pick of the bunch. 

How do I pick the right ASICS running sneakers for me? 

Start by considering your purpose—are you running on trails, training at the gym, or preparing for a road race? Next, understand your foot type and any special support you need. Choose your cushioning: minimal for lightweight flexibility, regular for stability (great for overpronators), or maximum for a soft, bouncy feel—ideal for beginners or long-distance runs. Finally, try on both shoes with running socks, check for arch support, toe room, and flexibility, and ensure a secure, comfortable fit. Once you’ve found the perfect ASICS for you, you’ll be ready to go the distance. 

What are ASICS’ most popular running sneakers? 

ASICS has built a strong reputation for creating running shoes that cater to a variety of needs. Here are some of their most-loved models: 

GEL-KAYANO: If you’re looking for a shoe that does it all, the GEL-KAYANO is ASICS’ flagship model and a favourite for good reason. Packed with FF BLAST PLUS™ and PureGEL™ technology, it’s ultra-lightweight, supportive, and offers incredible cushioning for comfort and performance. Whether you’re tackling long distances or looking for everyday support, it ticks every box. 

GEL-NIMBUS: Known as the “every runner’s shoe,” the GEL-NIMBUS has been a go-to for over 25 years. Designed mainly for neutral runners and underpronators, it features advanced PureGEL™ cushioning, extra room in the toe box, and flexibility in the midsole. If comfort and a plush ride are your priorities, this lightweight model is a fantastic choice. 

GEL-CUMULUS: For those who love soft landings and smooth transitions, the GEL-CUMULUS delivers every time. With PureGEL™ and FF BLAST™ PLUS cushioning, it’s designed to give an energetic toe-off no matter how your foot strikes. Bonus points: the upper uses sustainable materials, making it a great option for eco-conscious runners. 

GT-2000: This iconic runner is all about lightweight support and responsiveness. Featuring FlyteFoam and SpEVA Foam technology, it provides a smooth, springy ride while keeping you supported through every step of your run. If stability and a comfortable heel fit are key for you, the GT-2000 is a top pick. 

NOVABLAST 4: Want a pair that can handle your energy? The NOVABLAST 4 features a trampoline-inspired outsole for maximum bounce, paired with cushioning that feels snappy and responsive. It’s built to deliver incredible energy from your first stride to the last, making it perfect for runners who love a dynamic, bouncy feel. 

ASICS SIZING 

Should you size up or down in ASICS? 

If you’re planning to run in your ASICS, try half a size up! Your foot will naturally expand when running, so it’s a good idea to have a little extra room: about a thumb’s width between your longest toe and the front of the shoe should do.  

If running’s a no and fashion is more your speed, you’re good to opt for your usual size. 

CARING FOR ASICS SNEAKERS

How do you care for your ASICS? 

We know all too well that active adventures in the outdoors occasionally bring with them unexpected conditions, which may leave your brand-new, once-white trainers looking a little worse for wear. ASICS shoes are crafted with specialised materials that benefit from gentle care, so bear this in mind when the time comes to give them a clean. 

If your ASICS are made up from mesh, textile or canvas, you can give them a gentle scrub with a wet, soapy sponge all over—but don’t submerge them fully in water. With suede, leather and nubuck, you should use specialist cleaning products and tools that are gentle enough that they don’t damage the material. 

Clean your insoles with a scrub brush and your warm, soapy water, taking care not to submerge them fully as this can damage their foam structure. Your laces can simply be scrubbed under running water to have them looking as good as new. 

After cleaning all parts of your shoes, let them air dry naturally with paper towels tucked inside. The towels help absorb moisture and maintain the shoe’s shape. Avoid drying them near radiators or in direct sunlight, as this can cause damage. Once fully dry, sprinkle baking soda inside to eliminate odours and soak up any lingering moisture. Et voilà!  Your ASICS will be prepped, primed and ready to go—until next time. 

WHICH BRANDS ARE SIMILAR TO ASICS? 

Mizuno 

Founded by two brothers in 1906, Mizuno also tapped into the growing popularity of American sports in Japan. Guided by evidence-based research, experimentation and innovation, all with a strong grounding in Japanese tradition, Mizuno certainly deserves the respect it has earned in the world of sports. Much like ASICS, Mizuno is always looking for new ways and technologies to help athletes take their performance to the next level. 

HOKA 

HOKA’s goal? “To inspire people to move.” Like ASICS, this brand understands the reformative benefits that sports can have on not only our individual lifestyles, but on society itself. Founded in 2009 by Nicolas Mermoud and Jean-Luc Diard, HOKA hasn’t been around quite as long as ASICS, but it’s still cemented itself at the forefront of footwear innovation across the realms of running, hiking and lifestyle. Want to know more? Check out our handy HOKA brand profile here. 

ON Running

ON running is a Swiss-born brand driven by the desire to revolutionise the sensation of running. Engineered with some of the most advanced technology out there, ON is a brand that never stops innovating—just like ASICS. It’s known for its proprietary CloudTec® cushioning, an energy absorbing system that adapts to your running style. They say it’s like running on clouds. Find out for yourself with END.’s curated selection of ON trainers for men and women. 

Saucony 

Built on a similar system of values to ASICS, Saucony aims to “inspire and serve all humans to live their best lives by providing access to running, celebrating self-expression and creating a better world.” Born in 1898 by the banks of Saucony Creek, this Pennsylvania-based brand has built up over a century of experience in helping runners clock up the miles—and to great success, too. It’s also a brand that has successfully shapeshifted with the times, overseeing several collaborations, streetwear crossovers and retro revivals in recent years, resulting in an age-old legacy that feels just as fresh as day one. 

New Balance 

Boston-based New Balance are one of the biggest household names in the sneaker world—and for good reason. New Balance defines its role as aiding athletes to meet their own individual goals, whether they’re seasoned in their field or just starting out. Masterfully balancing performance, function and style, New Balance really has something for everyone. Discover ‘dad shoes’, techy runners and smart-casual classics in abundance in the men’s and women’s sections at END.

adidas 

Much like ASICS, adidas is one of the forefathers of modern footwear innovation and design. Armed with one of the most jam-packed archives in the game, adidas proves that it is possible to reinvent an icon time and time again. There’s no doubt you’ll recognise the legendary 3-Stripes and the Trefoil logo which adorn the brand’s vast collection of footwear, apparel and accessories for men and women. Without trailblazers like adidas and ASICS, there’s no way we’d be where we are today.