The History of ASICS: From Japan to a Global Brand.
Share
Founded in 1949 in Kobe, ASICS began with a simple but powerful goal: to improve athletic performance through better footwear. Its founder, Kihachiro Onitsuka, believed that sport had the power to uplift both body and mind.
The name ASICS comes from the Latin phrase “Anima Sana In Corpore Sano” — meaning “A Sound Mind in a Sound Body.” That philosophy still shapes the brand today.
From the very beginning, ASICS focused on innovation. Built for serious athletes, the brand earned a reputation for comfort, support, and performance-driven design. The introduction of its GEL™ cushioning technology changed the game, offering shock absorption that made long runs feel smoother and more supported.
For decades, ASICS was the go-to brand for runners who cared about performance above all else.
ASICS Today: Where Performance Meets Street Style
While ASICS remains a powerhouse in performance running, the brand has evolved far beyond the track.
In recent years, ASICS trainers have become a staple in modern streetwear. The same performance features that made them popular with athletes — breathable mesh uppers, structured overlays, and cushioned midsoles — now appeal to a new audience looking for comfort and style.
Chunky soles, retro running silhouettes, and technical detailing have positioned ASICS sportstyle trainers at the centre of today’s fashion trends. Performance heritage models now pair effortlessly with jeans, cargos, and relaxed tailoring — not just running shorts.
It’s a natural evolution: authentic performance design translated into everyday wear.
Why Choose ASICS Trainers Today?
Modern ASICS trainers deliver more than just good looks. They offer:
- Advanced cushioning for all-day comfort
- Sport-inspired designs that align with streetwear trends
- Durable construction built for daily use
- A balance of athletic performance and lifestyle versatility
Whether you’re heading out for a long walk, travelling, or simply upgrading your everyday rotation, ASICS gives you the best of both worlds — technical function and modern sport style.
If you’re looking for trainers that combine proven athletic technology with contemporary street-ready design, ASICS remains one of the smartest choices on the market.
Explore the latest ASICS styles available at The Selected Shopper and find the perfect pair for performance, comfort, and effortless everyday wear.