Asics translation. Asics advertising campaign. Formation of Asics and continued development

A new era of sports equipment manufacturing began in 1949 when Mr. Onitsuka founded Onitsuka Co. Ltd. Overwhelmed by the aftermath of World War II with the huge number of homeless children in Japan, he asked himself, "What can I do to give them a better future?" The love of sports led him to the correct answer: sports would be the best starting point to achieve this goal. Thus was formed the company Onitsuka Tiger, renamed ASICS in 1977 after consolidation.

Corporation ASICS has long been one of the leaders in the production of sporting goods. Today, with a strong research structure and a diversified production base, the corporation's network covers the United States, Europe, Australia and Asia. ASICS is a globally oriented company actively expanding its business in various countries around the world.The corporation ranks 5th in the world among companies producing sportswear and footwear.

The second-century Roman poet Juvenal once wrote, "Anima sana in corpore sano" ("A sound mind in a sound body"). Corporation management ASICS believes that one of the ways to achieve happiness and health is through sports training, which is why the initial letters of the words in the phrase Juvenal were used in the company's name when it entered the sports industry.

Nowadays sports have become an integral part of life. Since they are deeply rooted in society and culture, the company believes that it is possible to speak of a "sport culture". Sport is a pleasure that crosses all national and ethnic boundaries. Great Hope ASICS is that international sporting events will help promote world peace. With the increase in free time in many countries, there has been a trend towards a more active, healthy lifestyle. Company ASICS comprehensively promotes healthy lifestyles in the 21st century and hopes to make a significant contribution to the health and happiness of people around the world.

Asics is a sportswear brand from Japan. The difference is that it produces not only mass market products, but also sports shoes for professionals and accessories for almost all sports.

Like any Japanese company, Asics is guided by its philosophy and carries the idea to the masses: "sport educates youth." Not only running, although at the moment the brand is collaborating with the international running community, but also other sports.

Climbing history

The creator of this brand is Kihachiro Onitsuka. It was in 1949 that he registered Onitsuka Co in the Japanese city of Kobe. It was the post-war period and he was driven by the bright idea of ​​​​rehabilitating children through sports. Japanese basketball players presented a special perspective. Since the field of activity for Kihachiro was completely new, he began to understand all the nuances from scratch. Soon, Onitsuko Co will be the first in Japan to produce basketball shoes.

The company needed a logo. The image of the tiger's head seemed to Kihachiro the most successful. It was it that was depicted on the sole of the first sneakers. And the brand itself is already changing its name to Onitsuka Tiger.

The company chooses innovations to promote. Already in 1951, the sole for the first volleyball shoes was made from vulcanized rubber. The next sneaker model, The Tiger Marathon Jabi, introduces another know-how. We are talking about a fabric made of synthetic fiber Vinylon. By 1955, Onitsuka Tiger focuses on improving and producing professional running shoes - rounded toe, many ventilation holes, foot cooling system, callus prevention. In 1968, these shoes on the feet of the Japanese runner Kenji Kimihao climbed onto the Olympic podium with silver. The Onitska brand becomes its own at various events in the world of sports.

The main principle of this company was the ongoing process of improvement. In 1977, Onitsuka Co. merged with GTO and Jelenk. Kihachiro Onitsuka remains in charge. This is how the famous Asics brand was born. The company does not change its principles and is increasingly turning to new technologies in the manufacture of its shoes. So there are removable spikes on football shoes, an outsole that absorbs shock, a reinforced studded Cactus Plate sole for runners.

By the beginning of the 80s, Asics began to enter the international market. Already in the 90s, production was moved to Indonesia as part of a program to minimize costs and increase income. Asics returns to its historical roots and offers athletes light, comfortable and durable sandals inspired by national medieval shoes.

Until 1995, the company suffered a loss, faced with increased fierce competition from Nike and New Balance.

But in the second half of the 90s, she found strength for a new breakthrough and already in 2000, the Japanese athlete Naono Takahashi won the race in Asics sneakers, designed specifically for her, under her foot and type of run.

In 2002, the company begins not only to shoe, but also to dress the Olympic teams of Japan, the Netherlands and Italy. In 2007, another founder of the company goes into the world, but the brand does not lose popularity, but is gaining momentum even more. In 2011, the company reaches new heights. She manages to bypass the Adidas brand from Germany and gets a contract to produce kits for the Australian cricket team.

At the moment, the company ranks 3rd in the world as a brand producing sports equipment, clothing and footwear.

Differences between Asics products

Those who are in love with the movement and are determined to work hard to achieve their results on the track, prefer this particular brand to all other brands. This attachment is caused by excellent qualities: durable, light, anatomically comfortable for the feet. Asics cares not only about absolutely healthy people or professional athletes. If you have flat feet or are overweight, there are models that fit these requirements so that your foot is as comfortable as possible on the move. It is because of the active use of new materials for the manufacture of their running products that your legs receive a high level of protection against the appearance of calluses and ankle injuries.

Asics knockoffs

One of the hallmarks of this brand is durability. The products of the brand, be it shoes or sportswear, do not lose their kind even after several seasons of intensive wear.

Unfortunately, this brand also faced a fake. This is especially true for shoes. And if a clumsy fake can already be identified by the seams, smell and materials of the top of the sneakers, then only a professional can distinguish some. There is one secret how not to run into a fake. The main thing is the sole. The real Asics has a sole that is flexible yet resilient. There is a test for the average buyer. We take sneakers and twist the sole along the longitudinal axis and try to bend it in half. If the action feels too soft, or vice versa, the sole is hard, it's fake.

world ranking

Asics running shoes are among the best running shoes in the world, therefore, they meet a number of requirements:

• the quality of the material from which the shoes are made;
• flexibility and softness of the sole;
• service life of shoes;
• ventilation;
• comfortable lacing;
• price;
• insole quality;
• design;
• convenience in operation.

The GEL-DS TRAINER 20 NC is recognized as the best running shoe for training. The advantages of this model are lightness, excellent air exchange, beautiful design. The disadvantages of this model include an unusually non-flexible sole, a high price. Please note that this model is not suitable for long distance running.

How to choose the right running shoes

If you know your personal running styles and have been into running for a long time, then it's time to decide on your ideal running shoes.

Road type

First of all, decide on what surface you are going to run. After all, a forest path, track, treadmill in the gym or the conditions of the nearest park vary significantly, and, consequently, the sole of the sneakers will be different.

procacia

Incorrectly chosen sneakers often squeeze, rub, bring to bloody calluses. Procation is a general name that describes how the foot moves while running or walking. There are specialists who can carry out this diagnosis of your foot and analyze your running.

Size-Length

The longer you are on the move, the more space your feet need. Therefore, there must be free space in the shoe you choose so that when you move forward, your fingers do not get injured on the toe of the sneaker. If your weak point is nail and finger injuries, pay special attention to this item. It is likely that this pair of shoes will be a size different from what you are used to, especially for long distance running.

Size-Width

Few people have the so-called ideal fullness of the foot. Therefore, it is necessary to take into account the fullness of your foot. The manufacturer has taken care of us for a long time. There is a wide choice of models with a special narrow or wide last.

Weight

If you are overweight, then in order not to injure your ankle, you need to purchase supportive shoes.

As for the weight of the sneakers themselves, it’s still simpler here: the lighter, the better.

Socks

Few ordinary people pay attention to such an important attribute of running as socks. Shoes should be bought in the evening, when the foot becomes a little larger and always with running socks. You can buy socks from Asics for the model of sneakers that you have chosen.

Dimensional grid of clothes and shoes from Asics

Do not try to rely on the size grid of other brands when buying products of this brand. Each brand forms its own dimensional grid as unique as possible. It should be noted that all shoe models may differ in internal design and materials.

The assortment of Asics is not limited to the men's line, there are also women's and children's. Naturally, they will differ, not only in appearance, but also in the dimensional grid. Still, on unisex models, the article must be taken into account. The difference can be found in the marking men (male) or women (female).

Models of shoes can drastically differ from each other. Therefore, due to design differences and shoe modifications, sizes may vary.

In the production of the company there are not only shoes for sports, but also everyday models of shoes. And do not be surprised that the dimensional grid will also be different.

Models of ASICS sneakers, which may differ in size (by type)

• 1 men type: GEL-LYTE III, GEL-LYTE EVO, GT-II, GEL RESPECTOR, GEL LYTE SPEED
• 2 type men: GEL-LYTE V, GT-COOL
• 3 men type: GEL-KAYANO TRAINER, GEL-KAYANO TRAINER EVO, GEL SAGA, GEL-SIGHT, GEL-ATLANTIS, SHAW RUNNER
• 1 type women: GEL-LYTE III, GEL-LYTE V, GT-II, GEL RESPECTOR
• Type 2 women: GEL SAGA
• 1 child type: PRE-ATLANIS GS, GEL-LYTE III GS, GEL-LYTE V ​​GS, SHAW RUNNER GS
• 2 child type: PRE-ATLANIS PS, GEL-LYTE III PS, GEL-LYTE V ​​PS, SHAW RUNNER PS
• 3 child type: GEL-LYTE III TS, GEL-LYTE V ​​TS

European size is not an indicator when choosing Asics sneakers

A small digression. The numbers next to the EU marking are length indicators. This system has been in use for a long time, originated in France. There is a problem that many manufacturers neglect the size of this piece and set the length of the insole and match its size themselves.

Even if the same European size is written on the box, this does not mean at all that the sneakers will be the same. Everything will change from modification, type, model of sneakers and even fullness plays a role.

Table of different kinds of foot width

Who wears ASics

Asics is chosen not only by Olympic champions and professional athletes, but also by Hollywood stars: Ben Affleck, Megan Fox, Reese Witherspoon, Tom Cruise and his ex-wife Katie Holmes, Bruce Lee. Members of the royal families, Prince William, and even former US President Barrack Obama, were also seen wearing sneakers from this legendary company. The stars of the scene also did not ignore this brand: Jessica Simpson, Enrique Iglesias, Jared Leto. Even the Wrestling Federation of the Russian Federation prefers this brand of sports equipment.

The Asics brand is a quality proven over the years and by millions of customers. Still, shoes, clothes and accessories of this brand represent an incredible complex of reverent acceptance of the history and traditions of Japan, the results of Japanese athletes and the latest world fashion trends, expressive, unexpected, modern solutions.

Video

Asics is a Japanese corporation that is one of the leaders in the production of sports shoes and clothing. The company also has a fashion line called Onitsuka Tiger. The history of the company began in 1949 in post-war Japan. Kihachiro Onitsuka wondered how he could help the Japanese youth in such a difficult time for the country. The decision came quickly, Mr. Onitsuka decided to create a sports brand for everyone to inspire his fellow citizens through sports. Thus, Onitsuka Tiger was born. Asics has been manufacturing and selling sportswear, footwear, equipment and accessories for 60+ years. Asics successfully transforms the latest developments into highly functional sports products with eye-catching designs.

In the early days of its existence, the company supplied goods only to the domestic market of Japan and China; Nike founders Phil Knight and Bill Bowerman took advantage of this by purchasing sneakers and reselling them in the United States. In 1977, following an expansion, Onitsuka Tiger was renamed Asics, an acronym for "Anima sano in corpore sano", which means "A sound mind in a sound body" in Latin. A sports research institute was built in the city of Kobe to study and design running shoes. Today, Asics is ranked 5th in the world among the largest companies producing sportswear and footwear. The company has 5,600+ employees worldwide. In recent years, Asics has become the fastest growing sports shoe brand in Europe. This brand belongs to the top manufacturers of sportswear and footwear.

At first, the company produced running shoes for professional athletes, gradually expanding the range of clothing and casual sneakers. This brand was one of the first to use technological EVA material and a vulcanized rubber sole in shoes. Asics is not only a sports brand, but also a world-famous company that releases several collections a year. The brand's shoe line includes both legendary models of running and basketball sneakers, as well as modern footwear options for those who play sports amateurly or professionally. In addition to shoes, there are men's and women's clothing lines, which include casual polo shirts, T-shirts, sweatpants and shorts, sweatshirts. Many people prefer to wear retro models of Asics sneakers - this is one of the fashion trends of the present.

Asics is #1 in Europe for professional running shoes. 2nd place in Europe in sales of running shoes. 3rd place in Europe in sales of sports shoes and 4th place in Europe in sales of sportswear. The company prioritizes the promotion of its brand through participation in major sporting events in the world and Europe, and through the sponsorship of "first level" teams and federations. Asics is the official equipment supplier of the Athletics Federations of Ireland, the Netherlands, Italy, Slovenia, Bulgaria, Japan, New Zealand, South Korea, as well as the Triathlon Federations of Switzerland, Germany and Japan. The company sponsors the largest marathons in the world, such as New York, Tokyo, Hamburg, Paris, Rome, a series of women's running competitions in Spain called "Carrera de la Mujer".

Across the world, from Stockholm and Rome to New York and Melbourne, Asics is number one in the number of marathon runners who use its products. Over 50% of the 45,000 runners in the 2011 New York City Marathon ran in this brand. Paris Marathon 2012 - 46% of marathon runners ran in Asics running shoes. Tokyo Marathon 2012 - 56% of participants ran in Asics running shoes. Cape Town Two Oceans Marathon 2011 - 48.48% of the 56K racers ran in Asics running shoes. Moscow Peace Marathon 2011 - 45% of the participants finished in Asics sneakers. The brand enjoys the highest customer loyalty of any professional sports shoe manufacturer, and the GT-2000 Series is Europe's number one selling professional running shoe.

The heart of the company is the Sports Research Institute in Kobe, Japan, which employs 100+ researchers, scientists and engineers. The institute covers an area of ​​16,000 m2, which also includes running tracks and various sports facilities. A deep understanding of the human body is at the heart of the new product development process. The company is so dedicated to what they do that in their quest to develop the perfect last, Asics measured the feet of 20,000 athletes in Kobe, Japan. The sports research institute has excellent facilities for testing, including a 400-meter running track, which is part of the structure of the building itself.

1985 was the year of Asics GEL technology. What happens if you drop a raw egg from a height of 15 meters onto a 30 mm thick pad made of this material? Absolutely nothing. The egg will remain intact. Asix Gel technology is an exceptionally effective cushioning system. It significantly reduces the pressure and stress that the feet of runners are subjected to. Moreover, thanks to the production of footwear with improved biomechanical characteristics, Asics has been selected as the exclusive partner of the International Federation of Sports Medicine. Today, Asics GEL material is produced in all shapes and sizes.

DuoTech material and Biomorphic Evolution technology are two key innovations from Asics. DuoTech is a combination of high-quality materials that protect against all weather conditions, making it comfortable to wear during any type of outdoor activity. Biomorphic Evolution technology is what the company calls the process of improving equipment, taking into account anatomical features, in order to make clothing as functional as possible. This technology, based on the laws of biomechanics, is a unique finding of Asics.

Asics (Russian Asics) is a Japanese sports equipment manufacturer. Asics designs and manufactures professional footwear for and for football, running, netball, tennis, badminton, squash, martial arts, cricket, golf, wrestling, athletics, cross training, volleyball, basketball, korfball, cheerleading, lacrosse and many other sports disciplines . In recent years, Asics running shoes have been ranked among the best sports products on the market, and the brand's basketball shoes are the best in Japan. Until 1977, it was called Onitsuka. The current name of the company was formed from the first letters of the Latin proverb Anima Sana in Corpore Sano, what does it mean in Russian "In a healthy body healthy mind" .

The company philosophy is based on "educating youth through sport" . Asics is now closely connected to the international running community. She is a sponsor of the New York City Marathon, where 40 percent of the participants compete in shoes of this brand.

The range of the brand includes 2 main shoe lines: Onitsuka Tiger (retro-styled models) and Asics (sports shoes and clothing).

The company has subsidiaries in Australia, Brazil, China, Europe and Korea. In addition, its Asics Tiger Corporation is located in Irvine (California, USA).

Story

Origins. Onitsuka

The history of Asics goes back to 1949. It was then that Kihachiro Onitsuka founded Onitsuka Co. in the Japanese city of Kobe. - the predecessor of the current Asics brand. He was motivated by the use of sports as a means of juvenile rehabilitation after World War II and wanted to produce athletic shoes for the rising stars of Japanese basketball. Despite the fact that Kihachiro lacked experience in creating shoes, he plunged headlong into studying its design. He also actively used ideas taken from other areas of life. For example, the design of the sole of one of Onitsuka's basketball models is inspired by the tentacles of an octopus, namely the suction cups on them.

In fact, the company became the first Japanese manufacturer of basketball shoes. On the sole of the first model, which was called "Bashu", the head of a tiger was depicted. Subsequently, this image turned into a trademark, and the brand itself was known under the name Onitsuka Tiger.

From the very beginning, Onitsuka has actively used innovation in the manufacture of shoes. So, The brand's first volleyball shoes, released in 1951, featured vulcanized rubber soles. The Tiger Marathon Tabi also included a number of technological innovations, such as the synthetic fiber Vinylon from which the upper was made. A strip along the side of the shoe helps keep the foot in place.

In the mid-1950s, Onitsuka was redesigning running shoes for the pros. The Ekiden Marup by Onitsuka was the first round toe shoe. Also, one of the brand's shoes caught the attention of marathon champion Abebe Bikila, a great barefoot runner. Bikila started wearing Onitsuka's Magic Runner. This model, introduced by the brand in 1959, had many ventilation holes to help cool the foot. The Magic Runner was designed to keep marathon runners from getting blisters. It was in these shoes that Japanese runner Kenji Kimihara won the silver medal in the marathon at the 1968 Olympic Games in Mexico City.

1960s and 1970s. Olympic fame

In the 1960s, Onitsuka's products became increasingly popular in the Olympics and other world sports. In addition to the Japanese, some top athletes from other countries also competed in the brand's shoes. Market research conducted in 1966 pointed to the fact that nearly two-thirds of the athletes who competed in the Boston Marathon used shoes from Onitsuka.

The development of new technologies and products continued to keep pace. So, in the early 60s, a number of innovations were introduced in the design of training, running, basketball and tennis shoe models. Onitsuka were the first to use synthetic leather in their shoes.

In the 60s, the first Onitsuka track shoes with interchangeable spikes were introduced, as well as the Run Spark line. This allowed athletes to modify their shoes for different types of competition and extend their lifespan. After several years of collecting requests and suggestions from famous athletes, the brand introduced the "Olympic Line", which for the first time used the design of the future Asics trademark - two vertical lines intersecting with two lines running from the heel of the sneaker. These lines were designed not only to decorate the shoes, but also to strengthen the fixation of the foot. The first sneakers with stripes, the so-called Tiger Stripes, that the brand demonstrated was the Mexico 66 model. Its presentation took place two years before the 1968 Olympic Games in Mexico City.

In the late 60s, the Marup Nylon SP model, previously in demand by professional runners, gained unexpected popularity among Japanese youth. These sneakers have become the unofficial school shoes of Japanese teenagers, and since their first introduction in 1967, more than 400,000 pairs have been sold.

In 1969, the brand introduced a new line of shoes "The Corsair", distinguished by cushioning and comfort. Subsequently, the company released a derivative of The Corsair model - the famous Cortes, which became one of the first products of this brand.

In the early 70s, as a result of the massive football craze in Japan, the Bomber sneaker appeared. During the same period, Onitsuka began to actively invest in the development of overseas markets. Onitsuka was founded in 1973 in Irvine, California. Two years later, the West German branch of the company opened in Düsseldorf.

In continuation of the activity of introducing innovative technologies into the production of shoes in 1970, the first "all-weather" track shoes made of synthetic material were born. In 1974, The Tiger Paw DS-5700 was introduced.

Onitsuka pioneered the use of an EVA liner known as ethylene vinyl acetate. He appeared in "Limber-Up XL" training shoes in 1975. Subsequently, ethylene vinyl acetate became widespread among sports shoe manufacturers around the world. Also in the mid-70s, the company sought to design shoes specifically for female athletes. This helped the brand to attract the attention of the female target audience.

Formation of Asics and continued development

In 1977, the Onitsuka Co. brand merged. with sports and fishing goods company GTO and uniform manufacturer JELENK. Kihachiro Onitsuka became the president of the new company, named after the first letters of the Latin proverb "Anima Sana in Corpore Sano". This continued the development of the brand and the introduction of new technologies in the production of goods produced by it.
In 1978, the Rota series of volleyball shoes was introduced. Its unique characteristic is a special shock-absorbing sole. The following year, 1979, the California model, a descendant of the Corsair running shoes, saw the light of day. Among other design features, it had a light-reflecting surface that helped drivers see an athlete running down the road in the dark. In the same year, the American division of Asics Tiger launched the Montreal III sneaker, equipped with a Cush-Hole vent in the heel.

Asics designed shoes for Japanese athletes planning to compete in the 1980 Olympics in Moscow. However, as a result of Japan's joining the US boycott against the Soviet Union's invasion of Afghanistan, the line was never used by the Japanese (however, it was included in the Asics retro line released in the spring of 2004).

By the beginning of the 80s, Asics exported their products to 80 countries, including those behind the Iron Curtain. In order to mitigate exchange rate fluctuations and import restrictions, the company has begun licensing production abroad: in the US (running shoes), in Israel (training shoes), and in Greece and Australia (training wear).

Despite significant success, the brand had difficulties with the promotion of products in the American and German markets. Also, the dominance of AG and the lack of qualified salespeople limited Asics' ability to sell effectively in Western Europe.

In August 1981, the American division of the company was recapitalized and became Asics Tiger Corporation. To reduce the costs associated with working with distributors, the company has established direct deliveries to retailers. In addition, in the run-up to the 1984 Los Angeles Olympics, Asics entered into a marketing agreement with California sporting goods store Second Sole Co. As a result, parent company Asics' sales rose 19 percent to $73 billion, while pre-tax profits doubled to $6 billion. The sales of the American division amounted to 30 million dollars.

In mid-1984, as a result of cooperation with the Cambuci trading company, sales of shoes under the Asics brand started in Brazil. Subsidiaries of the company were established in Taiwan and South Korea.

Asics is a Japanese sportswear brand. Asics manufactures professional sports shoes and accessories for various sports disciplines: football, running, netball, tennis, badminton, squash, martial arts, golf, athletics, volleyball, basketball, cheerleading and many others. Asics running shoes are regularly ranked among the top products on the market, and the brand's basketball shoes are recognized as the best in Japan. Until 1977, Asics was called Onitsuka. The modern name of the brand was composed of the first letters of the Latin saying: “Anima Sana in Corpore Sano” - “A healthy mind in a healthy body.” The Japanese cannot imagine their life without philosophy, so Asics has its own idea that permeates all areas of the company: “ education of youth through sports”. Today, Asics is closely connected to the international running community. He sponsors the famous New York City Marathon, where 40% of the runners wear Asics running shoes.

From inspiration to big breakthrough

In 1949, Kihachiro Onitsuka founded his company Onitsuka Co. in Kobe, Japan. He was inspired by the opportunity to use sports to rehabilitate children after World War II, and was inspired to produce sports shoes for promising Japanese basketball players. Kihachiro had no experience in the production of shoes, so he, with the thoroughness and diligence inherent in the Japanese, delved into a new business.

Onitsuka became the first Japanese manufacturer of basketball shoes. On the sole of the first model of sneakers, a tiger head was depicted. Over time, this logo became a trademark, and the brand itself was called Onitsuka Tiger. For Onitsuka, innovation has become a path to fame and recognition. For example, the first volleyball shoes (1951) had vulcanized rubber soles. The Tiger Marathon Tabi was designed with a range of technological innovations, one of which was the Vinylon synthetic fiber fabric. Onitsuka devoted the mid-50s to improving professional running shoes. The first round toe shoe was the Ekiden Marup. Abebe Bikila, a great marathon runner who ran barefoot before meeting Onitsuka, started wearing the Magic Runner. This model had many holes for ventilation and cooling of the feet, and also prevented the appearance of corns. Japanese runner Kenji Kimihara wore these shoes to win a silver medal at the 1968 Olympics. In the 60s and 70s, the shoes of the Japanese brand gained wide recognition due to their use in sports competitions of various sizes.

The birth of Asics and development without stopping

In 1977 Onitsuka Co. merged with sports and fishing goods company GTO and uniform manufacturer JELENK. Asics is led by Kihachiro Onitsuka. Asics continued to use new materials and technologies in the production of shoes, step by step taking their company and the history of the sport to a new level. New volleyball shoes absorb shock, football shoes have removable spikes and many other innovations; no wonder that by the early 80s, Asics was exporting its shoes to 80 countries around the world.
Despite the resounding success, Asics had difficulties with development in the US and Germany. Of course, one of the reasons for the problems in Europe was the brand, but there was also an internal reason: the lack of qualified salespeople. In the 1980s, Asics focused on minimizing their expenses and increasing their income, which probably inspired the brand to develop shoes that would reduce the energy consumption of runners. This is how the “Task XL-1″ sneaker with a reinforced “Cactus Plate” studded sole was born.

1990s

In the 90s, to reduce labor costs, Asics production was moved to Indonesia. And at the same time, the brand introduced a line of light and durable shoes for professional athletes, original sandals based on medieval Japanese shoes. In the early 90s, the company suffered losses for 5 years, but after optimizing the production scheme, it returned to profitability. The brand also had a hard time due to fierce competition with such monsters as .

2000s and today

At the 2000 Olympics, runner Naoko Takahashi won the race wearing Asics running shoes that were designed specifically for her. In 2002, Asics and its subsidiaries became clothing suppliers for the Olympic teams of Japan, Italy and the Netherlands). In 2007, the founder of Asics, Kihachiro Onitsuka, passed away. Today, Asics is one of the leading manufacturers of sports shoes and clothing. Asics' latest achievements include injury prevention in football and rugby, where the issue is particularly acute.

To develop the perfect shoe last, Asics engineers carefully measured the feet of over 20,000 Japanese athletes. Asics running shoes have been named the best running shoes four times (in 2005, 2007, 2008 and 2009) by Runner's World, the world's most authoritative sports publication in running. Since 1964, Asics has been present at every Olympic Games.