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We've always believed in the benefits of movement.

It's why Kihachiro Onitsuka founded our company, to bring hope to people through movement.

Kihachiro Onitsuka was a visionary.

Not long after returning from the Second Sino-Japanese War, Kihachiro Onitsuka was inspired by the Latin phrase 'Anima Sana In Corpore Sano' or a Sound Mind in a Sound Body. He believed that movement not only had incredible physical benefits but also had a positive impact on the mind. And so, he dedicated his life and our company to helping people and communities to improve their wellbeing through sport. That is why Mr Onitsuka decided to become a shoemaker. Because shoes are necessary for all types of sports.

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It was about more than shoes.

At a time when the only sports shoes available were canvas slippers or tabi socks, Mr Onitsuka made it his mission to help people move better. He designed every shoe with the athlete in mind. His first basketball shoe used innovative suction-cup technology to help basketball players get more grip on the court. When marathon runners’ shoes left them with painful blisters, he introduced smart air-flow technology, increasing ventilation and lessening inflammation.

Giving up was not in his vocabulary.

Mr Onitsuka lived by the saying, “If you start with something difficult, anything thereafter is possible". And when he started something, he wouldn't stop until he was completely satisfied. He kept innovating for decades, leading ASICS to worldwide success and inspiring thousands of people to move for body and for the mind. That's why the ASICS Institute of Sports Science (ISS) was established in 1985. Combining human-centric science with unique materials, the ISS continues to lead innovation within the industry today. 

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He believed in the power of a strong value system.

Every spring, he would read the following values aloud to every new employee:



Respect the rules.

Trust is built by continually committing to and following our ASICS rules.



Be courteous.

Maintain a sense of honesty and fair play in everything you do. Embrace diversity and be respectful to all.



Be persistent.

Focus is important, whether victory is within sight or not. We must push the boundaries as we face up to our responsibilities.



Work as one team.

As a collaborative group, we are stronger than we are as a series of individuals.



Be prepared.

Preparation enables us to always perform, so that we always deliver to the best of our ability.



Learn from failure.

Failure is a part of success. In the face of defeat, we must pick ourselves up and learn from our mistakes.

We have always believed in the benefit of movement.

Today, his legacy lives on.

Faced with adversity, Mr Onitsuka founded ASICS because he recognised the power of sport to uplift people’s spirits. And more than 70 years on, his values and beliefs remain at the heart of everything we do. That’s why we remain focused on creating the highest quality products – to keep the world moving for their minds.