The History of ASICS: From Running Roots to Fashion Staple

When you think of performance running shoes and sleek, stylish kicks that blend comfort with cutting-edge design, ASICS is a name that always stands out.

But did you know ASICS’ story dates back nearly a century, with deep roots in Japanese craftsmanship and innovation?

Whether you’re a dedicated runner, a sneaker reseller, or a streetwear fan hunting for fresh pairs, understanding the history of ASICS adds extra value to every GEL-Kayano or GEL-Lyte you own or plan to flip.

Let’s take a journey through ASICS’ past — from humble beginnings to global sneaker powerhouse.

👟 The Early Years: Onitsuka Tiger (1949)

The story starts in 1949, when Kihachiro Onitsuka founded the Onitsuka Co., Ltd. in Kobe, Japan. His vision? To create innovative running shoes that would help Japanese youth pursue better health and success through sports.

The brand quickly became known for its distinctive striped design and technical improvements in running shoe soles and materials.

By the 1960s, Onitsuka Tiger was Japan’s premier athletic shoe brand and gained international recognition when athletes wore their shoes during the Tokyo 1964 Olympics.

🔗 The ASICS Formation (1977)

In 1977, Onitsuka Tiger merged with two other companies — GTO and JELENK — to form a new parent company called ASICS Corporation. The name ASICS is an acronym derived from the Latin phrase “Anima Sana In Corpore Sano”, meaning “A Sound Mind in a Sound Body.”

This philosophy drives ASICS’ commitment to create products that support both physical and mental well-being through sport.

🚀 Innovation and Performance: The GEL Technology Breakthrough

ASICS’ real game-changer came in the 1980s with the introduction of GEL cushioning technology — a proprietary gel material placed in midsoles to absorb shock and enhance comfort.

This innovation set ASICS apart in the running shoe market and eventually crossed over to lifestyle and fashion consumers.

Popular GEL models include:

• GEL-Lyte III (1990) — Known for its split tongue design and lightweight feel

• GEL-Kayano series — a favorite for stability and support among serious runners

• GEL-Nimbus — premium cushioning and durability for marathon runners

🎨 ASICS Meets Fashion: The Rise of Collabs and Lifestyle

While ASICS’ foundation is rooted in performance, the brand’s influence in streetwear and fashion has skyrocketed in recent years.

Collaborations with designers and boutiques such as KITH, Ronnie Fieg, JJJJound, and Cecilie Bahnsen have brought fresh attention to the brand’s classic silhouettes.

Models like the GEL-Kayano 14 and GEL-NYC have become staples not just for athletes, but for style-savvy sneakerheads looking for comfort and exclusivity.

🌍 ASICS Today: A Global Sneaker Icon

Today, ASICS balances performance innovation with lifestyle appeal:

• Continual upgrades to GEL tech and materials

• Sustainable initiatives focusing on eco-friendly production

• Growing presence in fashion with limited edition drops and designer partnerships

For resellers on platforms like Lucraviax, ASICS sneakers — especially collabs and rare colorways — have become hot commodities.

💡 Why ASICS Sneakers Are Worth Your Attention

If you’re building a sneaker collection or flipping kicks for profit, here’s why ASICS should be on your radar:

• Durability & comfort: Built for performance, perfect for all-day wear

• Unique design: Distinctive silhouettes that stand out in a sea of sneakers

• Limited releases: Collabs often drop in small quantities, driving demand

• Resale potential: Increasingly sought after by sneaker collectors worldwide