Why we do what we do.

We believe in the power of sport to positively impact the mind. It’s why we develop products to support more people to move for body and for mind.

Moving minds

We're driven by purpose.

We’ve always believed in the positive benefits of movement on the body, and the mind. It’s why we’re called ASICS. ‘Anima Sana In Corpore Sano’ or a Sound Mind in a Sound Body. Our founder, Kihachiro Onitsuka recognised that sport had the power to uplift people’s minds in post-war Japan. And so, he dedicated his life, and our company, to helping both individuals and societies improve their wellbeing through sport. More than 70 years on, we still believe this.

From one shoe to many, many more.

The first-ever shoe designed by our founder was a basketball shoe in 1950. Searching for ways to improve the shoe, Kihachiro Onitsuka had a fascinating idea while eating. He was inspired by the grip of the octopus tentacles and updated his basketball shoe with suction cup technology in 1950. That was only the beginning. Since then, ASICS has researched, created and trialled millions of pairs of shoes with one goal in mind: to uplift the world through sport.​

First shoe
Carsten final
"We continue to see more people choosing our brand to help them achieve a sound mind in a sound body. And we continue to innovate to support more people to enjoy the benefits of sport and movement, not just on the body, but also on the mind".

- Carsten Unbehaun, CEO ASICS EMEA​

Our brands:

Our brands empower people to move forward, no matter their lifestyle or sport, because it’s our belief that movement inspires positivity and mental wellbeing. 

OT new

Onitsuka Tiger

Onitsuka Tiger is the original Japanese, sports-inspired fashion brand. Craftsmanship, Japanese heritage and contemporary fashion are brought together to create premium products such as the popular MEXICO™ 66 model.



At ASICS we continue to design and develop technologically advanced performance footwear and apparel to support more people to move for body and for mind. Our SportStyle range is inspired by our performance running footwear and fuses its technology with our heritage and modern designs.

ASICS has acquired additional brands and platforms that further empower people to achieve a sound mind in a sound body.



The Runkeeper™ app is a GPS fitness-tracking app for iOS and Android. It was launched in 2008 and acquired by ASICS in 2016. The app helps you track workouts, set goals, follow a plan and stay motivated.


Race Roster

In 2019, ASICS partnered with Race Roster, a platform for event organisers and athletes. Since 2012, Race Roster has partnered with over 4,000 event organisers to grow, manage and execute on race day.


Proving the impact of movement.

We're committed to shining a light on the value of movement on the mind through valuable research projects. By doing so, we hope to inspire more people to move for positive mental health.

Our commitment to the planet:

To help people achieve a sound mind in a sound body, we need a sound earth. That's why we've made clear commitments as a business to reduce our carbon footprint across our business.

Sustainability 1

CO2 ​Targets

Our goal is to achieve net-zero carbon emissions by 2050 and 63% CO2 reduction by 2030.​

Sustainability 2

Sustainable Materials​

We aim to use 100% recycled polyester in our shoes and sportswear by 2030.​

Sustainability 3

Clean Energy

We’re moving towards using 100% renewable electricity across our business facilities by 2030.​​ ​

Life at ASICS

Life at ASICS.

We're dedicated to the wellbeing of our teams – giving them opportunities to learn, move and thrive. Whether it’s through internal movement challenges, our in-office gyms and wellbeing apps, onboarding programmes, or leadership training. In 2021, we also signed the Diversity & Inclusion Charter because our goal is to foster a more inclusive environment that welcomes diversity in our people, their backgrounds and life experiences.