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Brand History

As early as the 1950s, ONITSUKA TIGER began making a name for itself in the U.S. market. One of the first American retailers to distribute the shoes was Phil Knight, who had previously founded the company Blue Ribbon Sports—known today as Nike. TIGER gained significant attention and success when the winner of the Boston Marathon wore “TIGER” running shoes. The soles, which featured a suction-like function for enhanced ground contact, were a complete innovation in the running shoe world and marked the company's breakthrough. Over the following decades, TIGER continued to deliver technical innovations in the running segment. By 1970, it was the most popular running shoe brand in the U.S. Its popularity reached such heights that at the 1972 Olympic Games in Munich, 80% of volleyball players wore TIGER shoes. In 1977, ONITSUKA TIGER merged with several other companies to form Asics. However, the philosophy of Kihachiro Onitsuka lives on in Asics shoes, as the name is an acronym for Anima Sana In Corpore Sano – “A sound mind in a sound body.”

Influence on the Fashion Scene

Since its founding, Asics has consistently introduced innovations and groundbreaking developments that have left a lasting mark on the footwear industry. Time and again, the company has set new standards for the perfect running shoe fit. In the 1950s, suction cup shoes were a true world first. In the years that followed, Asics established a research lab in Kobe dedicated solely to the analysis of athletic footwear. In 1994, the company developed a shoe that still shapes the world of running: the GEL-KAYANO. Even today, this shoe continues to define standards in the running segment with its exceptionally comfortable fit and extremely lightweight construction.

Top Models and Their Features

Asics GEL-LYTE. This shoe is one of the most popular running shoes, thanks to its distinctive split tongue. It offers outstanding cushioning that protects the back and joints in a unique way. A sophisticated footbed ensures an optimal fit. Side perforations allow for breathability, and the GEL sole with abrasion-resistant rubber ensures long durability. Thanks to their lightweight design, these shoes are versatile and even suitable for competition use. Asics GEL-NIMBUS 13. This model impresses not only with its excellent cushioning but also with its lighter and more dynamic build compared to most shoes in its category. The latest version features lightweight Escaine material. A new “Personal Heel Fit System” with memory foam ensures a custom fit around the heel. The lacing system is also adapted to different foot shapes. The improved Biomorphic concept (with highly elastic materials to reduce friction and wrinkling) is integrated into the upper. Despite all these features, the shoe remains breathable, allowing moisture to escape. Together, these components create a tailor-made feel.

Famous Asics Wearers

Early on, Asics shoes were worn by the majority of athletes at the Olympic Games. Several gold medalists wore Asics running shoes when they achieved victory. For its advertising campaigns, Asics regularly partners with well-known Olympians and athletes, such as German triathlete and Olympic champion Jan Frodeno, sprinter Christophe Lemaitre, blind runner Simon Wheatcroft, and French trail running champion Emmanuel Gault.

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