An Introduction To Asics Running Shoes

Everything you need to know about Asics running shoes

The name consists of the acronym of the Latin expression, Anima Sana In Corpore Sano, meaning “a sound mind in a sound body”. It is the philosophy under which the company operates, and the fundamental platform on which it still stands. ASICS’ long-standing corporate vision is to “create quality lifestyle through intelligent sport technology”.

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The history of Asics running shoes

Asics began as Onitsuka in 1949 and was created by Kihachiro Onitsuka. It was a business initially focused on basketball shoes, before broadening out into sports, including running. Its first running shoe was released in 1953, the Onitsuka Marathon shoe. In 1960 the Marathon Runner came to market, aimed at reducing blisters. 1966 saw the use of the current Asics stripes for the first time. It was known as the Mexico Line. In 1974 eva was used for the first time. EVA is lighter than the conventional rubber sponge material and gave the shoes much better cushioning on impact. Many other companies followed suit.

1977 was the big year. ONITSUKA Co., Ltd., GTO Co., Ltd., and JELENK Co., Ltd. merge as equals to form "ASICS Corporation", a general sporting goods company. The origin of the company name, ASICS, is the initial letters of the phrase "Anima Sana In Corpore Sano" by the ancient Roman satirist Juvenal. It means "(If you pray to God, you should pray for) a sound mind in a sound body." The phrase itself is the company philosophy, and the sentiment it expresses is captured in the very name of the company."Sport: the Universal Language" is established as the corporate slogan of ASICS. The ASICS and ASICS TIGER brands are introduced and the ASICS promotional logo is created.

For a brief period Asics had a relationship with Nike (then called Blue Ribbon Sports). In 1963 Phil Knight set up his company to sell Onitsuka shoes in the US after a visit to the Onitsuka office in Kobe. After working together for many years, Blue Ribbon Sports ended the relationship with Onitsuka, and partnered with the Asahi Corporation who then started to produce shoes for them. The first shoe with the Swoosh was produced in 1971. Later, the 'Cortez' shoe that Blue Ribbon Sports produced while still with Onitsuka caused legal challenges. Both sides wanted to use the name and design. Onitsuka settled, paid over $1 million and had to change the name of their shoe from the Cortez to the Corsair.

Asics has also been successful in expanding its product line to include lifestyle footwear and apparel, which has helped the company appeal to a broader audience. Its running shoes have always been at the forefront of technology and recently its distribution focus has moved away from independent retailers in favor of larger store chains. Many smaller stores have been advised by the company that they will no longer have access to their shoes. This means runners getting into the sport for the first time will not be shown Asics when they go to smaller stores for advice and to buy their first shoes. This is a significant shift for the company.

The Kayano has been part of the Asics range since 1993.

Who owns them?

Asics Shoe Company is a publicly traded company, owned by its shareholders. It's listed on the Tokyo Stock Exchange, with a market capitalization of over $6 billion. Its major shareholders are institutional investors, such as mutual funds and pension funds.

There are six business segments. These are the Japan Region, Americas Region, Europe Region (including the Middle East and Africa), Oceania/Southeast and South Asia Region, and the East Asia Region segment mainly sell sporting goods. The Others segment is engaged in the manufacture and sale of HAGLOFS brand outdoor products.

What are they known for?

Asics running shoes have always been focused on technology and this is what they are known for. Specifically it's their GEL cushioning that has been their standout product. It was first used in 1986, and its goal was to reduce the chance of impact injuries. It's a silicone based substance embedded into the midsole,to absorb shock and reduce vibration.

This has just been upgraded to PureGEL. It's brand new material that is 65% softer and 4% more energy returning than the previous GEL and is now being used in shoes such as the new Nimbus 25.

Pros and Cons

There are pros and cons with every shoe. Here are those from ASICS:

Pros

• Most models have GEL cushioning and have excellent comfort as a result.

• Most models have a wider toe box, which can be more comfortable for runners with wide feet or those who want a little extra room to move their toes around.

• They are known for being durable and lasting well.

• They are known for their technical innovation.

• They have a wide range of shoes for all types of runners.

Cons

• Can be expensive compared to other brands

• Some runners may also find that the Gel cushioning system feels too soft or bulky

• The shoes may not offer enough support for those with severe overpronation or flat feet.

• They may not be the best choice for runners who are looking for a more minimal or barefoot-like feel, as they tend to have a bit more structure and support.

Most popular models

ASICS Nimbus 25

It's a highly cushioned daily training shoe for neutral runners who want lots of comfort . It's a premium shoe, with soft foam, a durable outsole and a cushioned upper and is one with lots of history.

ASICS Kayano 30

One of the originals, the Kayano is aimed at runners who need support. It works with the movement of the body to provide adaptive stability and is now lighter than previously.

ASICS Cumulus 25

Another shoe aimed at neutral runners it's a great everyday shoe, really comfortable and perfect for shorter distances than the Nimbus.

ASICS GT 2000 12

These are ideal for runners with low/medium-high arches seeking neutral to moderate support .

ASICS Metaspeed Sky +

This is a top end carbon racing shoe, aimed at runners looking to trim a few minutes off their best half or full marathon time.

ASICS Trabuco 11

The most popular of the Asics trail shoes, with plenty of grip and rock protected. Aimed at neutral runners and overpronators.

The Asics Trabuco trail shoe

On the up?

Runners who have been loyal to Asics have never worn the shoe because of its profile in the wider fashion world; they are devotees because of the ongoing technical innovations and the high level of comfort. Now things are changing, thanks to collaborations with the likes of Vivienne Westwood, Kiko Kostadinov and Brain Dead. This has fundamentally changed its audience and exposed the brand to a market that isn't all about sport. And then there is up market fashion house Balenciaga that has a shoe very similar to the Gel Kayano. It's not an officially confirmed relationship but certainly one that brings a whole new market to Asics.

Their heritage is being celebrated across social media, especially instagram, and as the shoes become more difficult to find at independant running stores, as a result of their new distribution policy, could this be the start of a change of direction for this historic running brand?

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