By FMTeam In the global sportswear industry, ASICS is widely respected for its high-performance running shoes and scientific approach to athletic design. Unlike many competitors that focus heavily on marketing, ASICS built its reputation on biomechanics, comfort, and performance.
The company originated in Japan and is headquartered in Kobe.
Quick Overview: ASICS Corporate Identity
| Category | Details |
| Origin Country | Japan |
| CEO (2026) | Yasuhito Hirota |
| Founder | Kihachiro Onitsuka |
| Founded | 1949 |
| Owner | Publicly Traded |
The Founder: A Purpose Beyond Business
ASICS was founded by
Kihachiro Onitsuka in 1949.
His vision was not just to sell shoes but to:
- Improve physical health
- Inspire youth after World War II
- Promote discipline through sports
The company originally started as Onitsuka Co., Ltd.
The Meaning of ASICS
The name “ASICS” is an acronym for the Latin phrase:
“Anima Sana In Corpore Sano”
Meaning:
- “A Sound Mind in a Sound Body”
This philosophy still guides the company today.
Ownership Structure
ASICS is a publicly traded company listed on the Tokyo Stock Exchange (Ticker: 7936).
Ownership is distributed among:
Institutional Investors:
- Master Trust Bank of Japan
- Custody Bank of Japan
Public Shareholders:
- Retail investors
- Global institutions
There is no single controlling owner.
Leadership in 2026
As of 2026, Yasuhito Hirota leads the company.
- Chairman and CEO
- Driving digital transformation
- Focus on global integration
He works alongside:
- Mitsuyuki Tominaga (President & COO)
Early Innovation Story
ASICS’ first major product was a basketball shoe in 1950.
A famous story:
- Onitsuka got the idea for better grip
- While looking at an octopus salad
- Designed a suction-based sole
This creative thinking became a hallmark of the brand.
Evolution into ASICS
In 1977:
- Onitsuka Tiger merged with other companies
- The brand officially became ASICS
Later, the heritage label
Onitsuka Tiger was revived as a lifestyle brand.
The Nike Connection
In its early days:
- Nike (then Blue Ribbon Sports)
- Sold Onitsuka Tiger shoes in the U.S.
This partnership ended when Nike created its own products.
Product Focus
ASICS is best known for:
- Running shoes
- Tennis footwear
- Performance sports gear
Key strength:
- Scientific design
- Biomechanics research
- Comfort and injury prevention
Market Position
ASICS competes with:
- Nike
- Adidas
- Puma
But stands out for:
- Technical performance
- Serious athletes focus
Strategy in 2026
ASICS is currently working on:
- Digital transformation
- Expanding global presence
- Becoming #1 in running and tennis footwear
This is part of its “Mid-Term Plan 2026.”
Why ASICS Is Different
Unlike trend-driven brands, ASICS focuses on:
- Function over fashion
- Long-term performance
- Athlete-centered innovation
Conclusion: Science Meets Sport
ASICS started with a mission to improve lives through sports.
Today, it remains one of the most trusted performance brands in the world—combining science, philosophy, and innovation to deliver products that truly support athletes.