Asics (アシックス, Ashikkusu) is a Japanese multinational corporation which produces sports equipment designed for a wide range of sports. The name is an acronym for the Latin phrase anima sana in corpore sano, which translates as "Sound mind in a sound body". In recent years their running shoes have often been ranked among the top performance footwear in the market.
|Industry||Sports equipment, textile|
|Founded||1949 (as Onitsuka Tiger)|
1977 (renamed to Asics)
|Revenue||¥386.66 billion (2018)|
|¥10.51 billion (2018)|
|–¥20.07 billion (2018)|
Number of employees
Products manufactured and marketed by Asics include footwear (sneakers, sandals), clothing (t-shirts, jackets, hoodies, compression garment, pants, shorts, socks), and accessories (bags, backpacks, caps).
ASICS Ltd. began as Onitsuka Co., Ltd on September 1, 1949. Founder Kihachiro Onitsuka began manufacturing basketball shoes in his home town of Kobe, Hyogo Prefecture, Japan. The range of sports activities serviced by the company expanded to a variety of Olympic styles used throughout the '50s, '60s and '70s by athletes worldwide. Onitsuka became particularly renowned for the Mexico 66 design-- in which the distinctive crossed stripes (now synonymous with the company brand) were featured for the first time. Martial-arts star Bruce Lee was the first known celebrity to popularize this design. Onitsuka Tiger merged with GTO and JELENK to form ASICS Corporation in 1977. Despite the name change a vintage range of ASICS shoes are still produced and sold internationally under the Onitsuka Tiger label.
ASICS generated 171 billion yen in net sales and 13 billion yen in net income in fiscal year 2006. Sixty-six percent of the company's income came from the sale of sports shoes, 24% from sportswear, and 10% from sports equipment. Forty-nine percent of the company's sales were in Japan, 28% in North America, and 19% in Europe.
ASICS bought the Swedish outdoor brand Haglöfs, for SEK1,000,000,000 ($128.7million) on July 12, 2010. The company announced on October 4, 2011 that it would be the new official kit manufacturer for the Australian Cricket Team--replacing German manufacturer Adidas.
Relationship with Nike
Nike, Inc. (originally known as Blue Ribbon Sports) was founded to sell Onitsuka Tiger shoes in the US. When Phil Knight visited Japan in 1963 shortly after he graduated from Stanford University he was impressed by Onitsuka Tiger shoes and immediately visited the Onitsuka Tiger office and asked to be their sales agent in the USA. After a number of years the relationship crumbled and both companies sued each other-- with Nike retaining the naming rights to several shoes.
- A pair of Asics wrestling shoes, model Split Second V
- A pair of Asics running shoes, model GEL-Kinsei
- A pair of Asics running shoes, model Gel-Pulse 11
- Asics Gel-Cumulus 22, men's running shoes
- Officially Asics Corporation
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