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ASICS

Basic information

Country
Japan
Founded
1949

Overview

ASICS is a Japanese sports brand founded in Kobe, Hyogo Prefecture, in 1949 by Kihachiro Onitsuka as its predecessor, Onitsuka Co., Ltd. With a focus on running, it offers footwear, apparel, and sports equipment, and is committed to providing valuable products and services guided by its founding philosophy, “Sound Mind, Sound Body” (a healthy mind in a healthy body). The group also operates Onitsuka Tiger as a brand.

Concept

Create Quality Lifestyle through Intelligent Sport Technology

Tagline

Sound Mind, Sound Body

Sub-brands

  • ASICS SportStyle 1949

    ASICS SportStyle is a current category that applies the technologies and designs ASICS has developed through its work on athletic footwear to footwear for everyday use. In addition to products that rework past models for running, basketball, and other sports, it also includes sneakers incorporating contemporary design. Its purpose differs from the running category, which primarily focuses on running performance; it centers on urban wear while presenting archival details and sports-derived functionality. Within the current ASICS brand, it broadly encompasses the sports lifestyle domain previously covered by ASICS Tiger.

    A current category applying sports-derived designs and technologies to everyday footwear

  • ASICS WALKING WELLNESS WALKER 1983

    WELLNESS WALKER is a line within ASICS WALKING that supports everyday walking and walking for exercise. Drawing on ASICS’ research into walking and expertise in shoe development, it offers models ranging from those focused on walking performance to those designed with stability and ease of putting on and taking off in mind. Unlike RUNWALK and GEL-BIZ, which are geared toward work, and PEDALA, which covers a broad range of everyday style and comfort, it focuses on supporting walking as exercise and a healthy way to get around. It is a practical walking line offering multiple series to suit different purposes and functional needs.

    A practical line supporting healthy everyday walking

  • ASICS WALKING pedala 1983

    PEDALA is part of the ASICS WALKING lineup and applies technologies developed for sports shoes to footwear for adults’ everyday walking. In addition to ease of walking, it offers shoes suited to a wide range of settings, including work and outings, with styles such as sneakers and leather shoes. Its intended use differs from RUNWALK, which has a product range for business settings, and WELLNESS WALKER, which supports walking as exercise in itself. It also has a distinct role from competition shoes and SportStyle footwear for urban wear, positioned as a line that makes everyday walking comfortable.

    A comfort line for adults’ everyday walking

  • ASICS Walking 1983

    ASICS Walking is a category that applies ASICS’ expertise in sports shoe development and sports engineering to everyday walking beyond running. Its official lineup includes RUNWALK for work and commuting, PEDALA for a range of everyday situations, and WELLNESS WALKER, which supports walking as exercise. Unlike categories centered on the running performance of competition shoes or the urban-wear designs of SportStyle, it serves a practical segment that prioritizes movement, stability, and comfort while walking.

    An everyday footwear segment specializing in walking functionality

  • ASICS WALKING RUNWALK 1994

    RUNWALK is ASICS WALKING’s business-oriented line, applying walking-related technology to shoes worn for commuting and at work. Its offerings focus on leather shoes and take functionality and style into account, spanning business and casual use. It is distinguished by its use in work and commuting settings from PEDALA, which serves a broad range of everyday needs, and WELLNESS WALKER, whose primary purpose is healthy walking. GEL-BIZ also falls within ASICS WALKING’s business-shoe category and is listed alongside RUNWALK in the official directory.

    Walking-oriented business shoes for commuting and work

  • SUKU2 1997

    SUKU2 is a children’s shoe brand under ASICS WALKING, offering products for babies, preschoolers, and juniors. It applies ASICS’ shoe-development expertise to footwear suited to children’s stages of growth and daily activities. Its target users differ from those of PEDALA, which serves adults’ everyday walking needs; RUNWALK, which is designed for work; and WELLNESS WALKER, which caters to walking across a broad range of ages. It also has a distinct role from LAZERBEAM, which offers running and school-commute models for elementary school children, focusing on children’s footwear from younger ages.

    A kids’ specialist line tailored to stages of growth

  • ASICS Tiger 2015

    ASICS Tiger is a lifestyle brand revived in 2015 to bring the technology developed through competition footwear and sports-inspired design to everyday sneakers. It offered models based on past running shoes, such as the GEL-LYTE III and GEL-LYTE V, serving a different purpose from ASICS itself, which focuses on athletic performance. It also differed from Onitsuka Tiger, which centers on designs and heritage from its early years, taking on the role of connecting sports-derived technology with street-oriented design. Today, these everyday sneakers are presented mainly under the ASICS SportStyle category.

    A former lifestyle brand connecting sports archives with streetwear

  • ASICS SKATEBOARDING 2020

    ASICS SKATEBOARDING is a line of skateboarding shoes developed under the ASICS SportStyle category. Its development incorporates input from professional skateboarders and analysis of competitive movements by the ASICS Institute of Sport Science, with designs focused on board control and impact response. The line includes models such as JAPAN PRO and GEL-VICKKA PRO, distinguishing its purpose from general SportStyle shoes that focus on reissues or everyday wear. It serves a role specialized for board sports, distinct from lines for running and walking.

    A functional development line dedicated to skateboarding

  • ASICS NOVALIS 2023

    ASICS NOVALIS is a unisex line jointly launched by ASICS and Kiko Kostadinov Studio. It extends ASICS’ philosophy and sports-derived technologies beyond athletic use into everyday life, offering apparel and footwear designed for daily wear. Unlike SportStyle, which presents past sports models as contemporary everyday shoes, NOVALIS is distinguished by presenting coordinated looks that include apparel and shoes through joint development. It also differs from lines such as ASICS Walking and sport-specific footwear, which are designed for particular uses, and focuses on active everyday life.

    An active lifestyle line developed jointly

  • GEL-BIZ 2025

    GEL-BIZ is a series of business shoes offered by ASICS WALKING, combining an appearance suited to work attire with features for walking. Official product descriptions highlight shock absorption provided by GEL technology and features that support extended periods of walking. ASICS WALKING’s official brand list presents it alongside RUNWALK; both offer shoes for work. While RUNWALK offers a broad range of options from business to casual, GEL-BIZ has a clearly defined role as a line of business shoes using GEL.

    Men’s business shoes that make use of GEL functionality

  • LAZERBEAM

    LAZERBEAM is a series that applies functions developed through ASICS’s sports shoe development to children’s shoes. Primarily aimed at elementary school students, it offers speed types designed around running movements and running types, as well as models that emphasize simplicity and comfort. Its target age groups and scope of everyday use differ from those of running shoes for competitive athletes, and the series broadly supports children’s activities, including commuting to school, play, and exercise. It differs from SUKU2, which offers shoes for growth stages from babies to juniors, in its primary target age groups and the design purposes of its models.

    Shoes supporting children’s running and everyday activities