About the Brand
ASICS Corporation was founded by Kihachiro Onitsuka in Kobe, Japan in 1949. ASICS was built on the philosophy of “Anima sana in corpore sano,” a Latin phrase that means “a sound mind in a sound body.”
The company was originally known as Onitsuka Co. which initially produced basketball shoes in the 1950s and 60s. One of the iconic designs was the “Onitsuka Tiger,” which was the company’s first shoe model. This silhouette was worn in professional sports events and paved the way for the company to grow in the running shoe market.
In 1977, Onitsuka Co. merged with GTO Co. and JELENK Co. to officially for “ASICS.” Under the umbrella of ASICS company are both brands, ASICS and Onitsuka Tiger brands. Additionally, ASICS diversified its offerings with apparel and accessories for various sports. The company also expanded to sponsoring elite athletes and sports teams which enhanced the brand’s visibility.
Today, ASICS continues to evolve and grow to adapt to the changing consumer preferences as well as technological advancements. The company continues to remain committed to its core values of quality, performance, and innovation.
Gel-NYC™
ASICS introduced innovative technology to the athletic footwear industry such as the GEL cushioning which provided enhanced shock absorption and comfort for runners. Their innovations helped ASICS’ reputation in the high-performance footwear realm. The GEL-NYC™ draws inspiration from both heritage and modern performance running styles. Its upper consists of referenced from the GEL-NIMBUS® 3 from the early 2000s and also combines it with various adornments from the GEL-MC PLUS™ V. The tooling contrasts uppers influences from using the GEL-CUMULUS® 16 shoe's tooling system. The midsole helps create advanced foot comfort with GEL® technology.
Gel-1130™
The Gel-1130™ shoe pays homage to the ninth iteration of the GEL-1000™ series. The running shoe from 2008 was originally inspired by the GEL-KAYANO™ 14. Its traditional materials have been reused with synthetic leather paneling to evolve the shoe with a modern aesthetic. The runner features GEL™ technology in the heel for all-day cushioning
Shop ASICS online at shoepalace.com and in-store at the retail locations.
- Alyssa Caampued
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