This is the story of Kihachiro Onitsuka. A story that started from a humble idea that sport had the power to transform lives. “Anima Sana In Corpore Sano,” meaning “sound mind, sound body” – the Latin maxim by roman poet Juvenal that was the ethos behind Onitsuka Tiger, and later became the acronym ASICS.
The history of ASICS dates back to 1949, when Mr.Kihachiro Onitsuka began his company in Kobe to set out to help the youth of Japan and rebuild a better future in the aftermath of Japan’s defeat in World War II. He believed playing sport was the best way to unite people and connect communities.
As Onitsuka Tiger grew to become ASICS, and go on to establish itself as one of the world’s leading sports brands, they always knew the spirit of their heritage would live on. A history that prided itself on a Japanese craftsmanship combined with a timeless aesthetic that was discovered on the track, and later worn on the street.
Sixty years on, this same philosophy remains. The focus of Onitsuka on carefully crafted details and an ongoing urge to innovate is what has allowed them to take Onitsuka Tiger to the world.
This rich heritage inspired them to relaunch Onitsuka Tiger back into the world in 2002. Classics were refreshed, reinterpreted, reinvented. Taking the original Onitsuka Tiger sports shoes as a starting point, they made changes to cuts, colours and construction to bring us made-for-living remodels of the Mexico 66, California 78 and Nippon Made.
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