Asics Brand History (Onitsuka Tiger)

Kihachiro Onitsuka returned from the war in 1945. He worked for three years as a salaried employee at a trading company in Kobe. Dissatisfied with the company’s executives, who acted most of the time in their own self-interest, and driven by a desire to make a positive contribution to Japanese society, Kihachiro Onitsuka founded ONITSUKA Co., Ltd, a company with only two employees.

During the Spring of 1950 the company launches its first pair of basketball sneakers. Although basketball shoes were considered the most difficult products in the footwear industry, Onitsuka maintains that “if it can overcome a major obstacle at the beginning, it will be able to continue overcoming other obstacles as well”. Between 1951 and 1952 the brand improves the design with a new Suction Cup version. The outsole on this model is inspired by the tentacles of an octopus and the suction cups that provide grip on the basketball court. This version is also called “OK”, an abbreviation of the founder’s name.

Tabi socks have been part of Japanese history since the 1500s, with a distinctive look thanks to their split-toe shape. In 1953 the Onitsuka Marathon Tabi model was launched, featuring laces, arch support and a rubber sole. Also in 1953 the company introduced the brand and the Maraup model (originally called Marathon Up, later Mara-Up), a marathon shoe. This running style requires both speed and endurance, and the shoes are designed for long-distance running. The upper is made from vinylon, a material three times stronger than cotton. The new Onitsuka Maraup also features a foam midsole.

Toward the end of the 1950s, Onitsuka Tiger was trying to come up with a way to reduce marathon runners’ blisters. Various prototypes were created, including some with holes in the sole. The foot could breathe, but dust and sand would now get into the shoe. Inspired by a motorcycle engine and its ventilation system, the new Magic Runner features ventilation holes in the toe and on the sides of the shoe. This system allows air to enter through the toe and exit through the side holes with every step the athlete takes.

As the late Gary Warnett also mentions, the Onitsuka Tiger Spring Up represents the genesis of the running shoes that would be produced over the next decade. Specifically, this design is set to change the trajectory of Onitsuka Tiger, as well as that of a new brand that is about to emerge. The model comes in familiar color combinations and features a heeled sole that would disappear on later versions. Onitsuka shoes are worn successfully at the 1964 Olympic Games by Britain’s Basil Heatley (silver medalist in the marathon) and especially by Japan’s Kokichi Tsuburaya (bronze medalist in the marathon).

Onitsuka Tiger launched the new Mexico model in 1966 to be worn during warm-ups and before the sporting events at the 1968 Summer Olympic Games in Mexico. It also marked the debut of the ASICS Stripes (also called Tiger Stripes, originally named the Mexico Line) as a branding element.

Also in 1966, the brand launched the new Runspark model, the first shoe with adjustable spikes. The new design helped the brand position itself ahead of its competitors, providing a significant technological advantage. Ten years after the model’s launch (in 1976), the famous Finn Lasse Virén was photographed wearing a pair of Runspark after winning the 10,000-meter race in Montreal. The event was seen as brand promotion, and the Finnish athlete was suspended from the following 5,000-meter race. However, the decision was overturned two hours before the race, and the Finn went on to win another gold medal.

The Maraup model is constantly evolving, with its new Maraup Nylon version featuring a lighter synthetic upper. In the past, running shoes used to be made from heavier natural materials. This version has been widely adopted in the footwear industry. Together with the foam-cushioned midsole, the new model helped shape the blueprint for the running shoe as we know it today.

In case you haven’t already realized, the previously mentioned Spring Up model represents the initial prototype for the Nike Cortez. It is combined with elements from the Onitsuka Limber Up model, resulting in one of the most popular sneaker models in history – the Onitsuka Tiger Corsair or Nike Cortez.

If you haven’t read Shoe Dog, Phil Knight’s book (the founder of Nike), Nike started out as Blue Ribbon Sports (BRS), an American company that imported Onitsuka Tiger footwear from Japan and sold it in the USA. After a successful collaboration in previous years, Bill Bowerman (the father of running shoes, Phil Knight’s partner) began contributing to Onitsuka Tiger’s creative process with advice and suggestions. Bill Bowerman was the coach of the Oregon Ducks track team (and a fan of jogging, a newly emerging style of running).

The name remained Corsair after a lawsuit with Nike in which Onitsuka Tiger lost the rights to the name “Cortez”. In the past, the shoe had several names, including T-24, TG-24, Aztec (a name Nike gave up because of the Adidas Azteca Gold shoes). The choice of the name Cortez was inspired by Bill Bowerman: “That Spaniard who kicked the shit out of the Aztecs!”. The Onitsuka Tiger Cortez was launched in 1968 at the Mexico Olympic Games, and in 1969 in the United States of America.

When Phil Knight and Bill Bowerman felt that BRS was in danger (Onitsuka was not honoring the contractual terms, deliveries were delayed, the company was trying to sell products through other distributors even though BRS was the brand’s exclusive distributor, etc), they began secretly producing pairs of Nike Cortez. The products were discovered by Onitsuka representatives during a visit to the USA.

The Fabre product line name first appeared in 1974, when the brand launched the Fabre B model, the name being inspired by a shortened form of the expression “Fast Break”. Later on, the brand used the Fabre name for several basketball models produced during this period. In 1982, ASICS launched the Fabre Super Light versions – a variant featuring very lightweight EVA material in the midsole. The brand also launched the Fabre Japan, a model designed by measuring the feet of Japan’s top basketball players.

All Onitsuka subsidiary companies form ASICS Corporation, a manufacturer of sporting goods. This is where the ASICS name and the slogan Anima Sana In Corpore Sano first appear. Mr. Onitsuka hears this proverb from a wartime friend who offers him some friendly advice – Mr. Kohei Hori, Director of Health and Physical Education at the Hyogo Prefectural Board of Education. The words made a deep impression on Onitsuka, who became dedicated to making shoes with the goal of raising healthy young people through sports.

Also in 1977, the ASICS Montreal II appears, the first ASICS model in the running shoe lineup. This is a defining moment for the brand, as it makes its presence felt in the North American market.

After several years of experimenting with Fabre basketball boots, Runspark running shoes and even ski boots, the brand shifted its focus back to innovation in the running category. In 1986, ASICS introduced its GEL technology for shock absorption and impact reduction. Today, the technology is used in most of ASICS’ premium products.

More than 10 years after ending its partnership with Blue Ribbon Sports (now Nike), ASICS was now running ads such as “Why our thick gel is better than their thin air. Introducing Tiger’s new GT II with ASICS’ GEL.”. The first model to feature ASICS GEL, launched in 1986, was the new ASICS GEL Freaks. However, the first notable model is the ASICS GT-II (or Grand Turismo II). In recent years, the model has been the subject of major collaborations, including a series of projects with Ronnie Fieg and KITH.

As the beginning of an important series for sneakerheads, the original ASICS GEL-LYTE model, released in 1987, set the visual standard for the line with its color-blocking possibilities and reflective panels (“windows” in the forefoot area) for added visibility. At the time, the model was considered an efficient product for a great many runners.

After several major releases such as the GT III and GEL-LYTE II, the brand is launching one of the most important models for sneakerheads – the GEL-LYTE III. The model can also be worn casually on the street, and is probably the most recognizable shoe from the GEL-LYTE series. It features a unique split tongue and is the most comfortable model released so far. It is also the most popular among sneakerheads, frequently used for collaborations with artists and boutiques. These include Ronnie Fieg and KITH, Sean Wotherspoon, Comme des Garcons, AFEW, Awake NY, Solebox, END, Patta, Zillion, and many others.

The split tongue from the GEL LYTE III disappeared starting with the GEL LYTE ULTRA model (unofficially GEL LYTE IV) released in 1992, in favor of a sock-like tongue. That is also where we see for the first time the distinctly wavy, double-density, wave-suspension midsole. In 1993 ASICS launched the new GEL LYTE V – the most flexible and lightweight product in the GEL LYTE line up to that point. This model is also extremely important for sneakerheads, as it has been frequently used for collaborations with artists or boutiques. Among them are Ronnie Fieg and KITH, Concepts, Comme des Garcons, Undefeated, Bait, Offspring, UNITED ARROWS, Extra Butter, Feature, Atmos and many others.

Also in 1993 the first model from the GEL KAYANO product line was released. The shoe was designed for comfort over long distances and became a company best seller. The name comes from the lead designer of the shoe himself, Mr. Toshikazu Kayano – an industrial designer hired by ASICS in 1987. The GEL KAYANO product line is currently one of the most important ASICS product ranges.

The last two major releases before 2000 were the ASICS GEL CUMULUS and ASICS GEL NIMBUS.

In 2002, the Onitsuka Tiger brand returned to the market, being treated by ASICS as a separate brand (similar to the relationship between Nike and Jordan Brand). It currently releases classic models from the ASICS catalog and archive, as well as collaborations with artists and retailers such as Ronnie Fieg and KITH. In 2008, the brand also introduced a series of Onitsuka Tiger Nippon Made products. Both models are manufactured entirely in Japan.

In 2015, the Asics Tiger brand returned to the market, aiming to expand into the sports lifestyle segment as a direct competitor to the Nike Sportswear and Adidas Originals product ranges. In 2016, the company opened the first Asics Tiger stores in Osaka, Seoul and New York.

In 2018, to honor the positive personality and entrepreneurial spirit of the ASICS founder, the company celebrated 100 years since the birth of Kihachiro Onitsuka, also releasing several commemorative products. Unfortunately, Mr. Onitsuka passed away in 2007 at the age of 89. Also in 2018, the brand was boosted when Novak Djokovic wore ASICS at several global tournaments. The brand was propelled again in 2021 by Shohei Ohtani, who used ASICS equipment to win the American League MVP award.

In 2024, Novak Djokovic achieved a historic milestone together with ASICS. Wearing ASICS tennis shoes, the athlete won the gold medal at the Olympic Games, completing the career Golden Slam.

ASICS (or Onitsuka Tiger) remains an essential brand both in the world of performance sports and for sneakerheads. The Y2K trend is extremely popular right now, and as a result the models from the ASICS GEL-KAYANO line have exploded in popularity. ASICS has also introduced new models such as the GEL-NYC or the ASICS GEL-1130, which has become famous on TikTok for how comfortable and affordable it is, with a retail price of just 100 euros (500 lei). All ASICS products are designed at the ASICS Institute of Sport Science in Kobe, Japan – a research laboratory dedicated to biomechanics, athlete testing, and product innovation. As a result, any ASICS product is guaranteed to be comfortable regardless of its retail price.

At the same time, ASICS and Onitsuka Tiger have become respected names in fashion. The two brands are currently launching hype collaborations that connect their heritage with current streetwear trends. New brands relevant to Gen Z continue to release collaborations that sell out in just a few minutes. Among these names are new collaborators such as JJJJound or Kiko Kostadinov (a key figure in reshaping the ASICS brand in recent years), as well as major brands like A.P.C., which recently released two new ASICS GEL-KAYANO 14.

And perhaps most importantly, for over 75 years ASICS has stayed true to its values. The philosophy “Anima Sana In Corpore Sano” — a sound mind in a sound body — remains the essence of the brand, reflected in every pair of shoes.

– Gary Warnett via Size? Blog: “Onitsuka Tiger ASICS History” – Part 1, Part 2 & Part 3;

– Asics News: “ASICS EMEA reports highest-ever revenue in 2024”;

– Asics Corporate: “History of ASICS” & “Story of our Founder”;