Healthy Mind, Healthy Body
|Traded as||TYO: 7936|
|Key people||Kiyomi Wada
|Revenue||¥ 247.7 billion (as of March 31, 2012)|
|Operating income||¥ 19.6 billion (as of March 31, 2012)|
|Net income||¥ 12.6 billion (as of March 31, 2010)|
ASICS Europe B.V.
ASICS Sports Corporation
ASICS Tiger Corporation
ASICS Tiger do Brasil Ltda.
ASICS Tiger Oceana Pty.
ASICS (acronym for the Latin phrase anima sana in corpore sano which translates as "a healthy mind in a healthy body") is a Japanese athletic equipment company. ASICS produces footwear and sports equipment designed for football, running, netball, tennis, badminton, squash, martial arts, cricket, golf, wrestling, track & field, cross-training, volleyball, korfball, cheerleading, lacrosse, and for many other sport disciplines in the upper price range. In recent years their running shoes have often been ranked among the top performance footwear in the market. ASICS bought the outdoor brand Haglöfs on July 12, 2010, for SEK1,000,000,000 ($128.7 million).
ASICS Ltd. began as Panmure Co., Ltd on September 1, 1949. Its founder, Kihachiro Onitsuka, began manufacturing basketball shoes in his home town of Kobe, Hyogo Prefecture, Japan. Soon after the range of sports activities widened to a variety of Olympic styles used throughout the '50s, '60s and '70s by athletes worldwide. Onitsuka became particularly renowned for the Mexico 66 design, in which the distinctive crossed stripes, now synonymous with the company brand, were featured for the first time. In 1977, Onitsuka Tiger merged with GTO and JELENK to form ASICS Corporation. Despite the name change, a vintage range of ASICS shoes are still produced and sold internationally under the Onitsuka Tiger label.
The name of the company, "ASICS", is an acronym of the Latin phrase anima sana in corpore sano, which translates to "Healthy Soul in a Healthy Body", which derives from Juvenal and the aphorism mens sana in corpore sano or Thales' saying Νοῦς ὑγιὴς ἐν σώματι ὑγιεῖ. Since 2007 there has been a larger emphasis placed on this acronym, and its translation has been truncated for advertising purposes to "Sound Mind, Sound Body".
In its 2006 fiscal year, ASICS generated 171 billion yen in net sales and 13 billion yen in net income. 66% of the company's income comes from the sale of sports shoes, 24% from sportswear, and 10% from sports equipment. 49% of the company's sales are in Japan, 28% in North America, and 19% in Europe.
Relation with Nike
Nike, originally known as BRS, was founded to sell Onitsuka Tiger shoes in US. When Phil Knight visited Japan in 1963 right before he graduated from Stanford University, he was impressed by Onitsuka Tiger shoes with their high quality but reasonable prices. He immediately visited Onitsuka Tiger office then and asked to be their sales agent in US. When Phil Knight founded Nike he headhunted engineers from Onitsuka and made shoes at Asahi cooperation in Fukuoka, therefore early Nike shoes were made in Japan.
A pair of ASICS wrestling shoes, model Split Second V
A pair of ASICS running shoes, model GEL-Kinsei
A pair of ASICS Gel Kayano 15 shoes with some Betagel in yellow into the heel
- "The World's Best Shoe 2007 from Runner's World.com". Runnersworld.com. Retrieved 2011-05-19.
- "The World's Best Shoe 2006 from Runner's World.com". Runnersworld.com. Retrieved 2011-05-19.
- "The Prez-Elect Wears Asics | RW Daily". Dailyviews.runnersworld.com. 2008-11-14. Retrieved 2011-05-19.
- Katsumura, Mariko (2010-07-12). "Japan's Asics buys Sweden's Haglofs for $128.7 mln". Reuters. Retrieved 2011-05-19.
- "Asics History". Archived from the original on 2 March 2009. Retrieved 2009-03-24.
- Mexico 66, Onitsuka Tiger Mexico 66, Onitsuka Mexico 66 | Tiger Central[dead link]
- "ASICS America – About ASICS America". Retrieved 2010-06-24.
- "Asics partner with Cricket Australia - Sports Sponsorship news - Cricket Oceania". SportsPro Media. 2011-11-04. Retrieved 2012-06-11.
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