ASICS
Asics is a Japanese athletic brand defined by technical performance and a functionalist aesthetic. It represents a subculture of distance runners and streetwear enthusiasts who value utility. The brand's ethos centers on the Latin phrase 'Anima Sana In Corpore Sano,' emphasizing the connection between physical health and mental well-being.
Fashion History
Kihachiro Onitsuka founded the company in 1949 in Kobe, Japan, initially producing basketball shoes to motivate youth through sport. In 1977, Onitsuka Tiger merged with GTO and JELENK to form Asics. Historically, the brand introduced Gel cushioning technology in 1986, which became a signature technical element. While rooted in performance athletics, Asics gained fashion significance through the 21st-century resurgence of archival running silhouettes and collaborations with contemporary designers and boutiques.
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