Asics

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ASICS Corporation
ProductsSneakers, clothing
RevenueIncrease ¥484.6 billion (2022)[3]
Increase ¥34 billion (2022)[3]
Increase ¥19.9 billion (2022)[3]
Number of employees
c. 8,900 (2022)[4]
Subsidiaries
List
    • Haglöfs
    • Unoha
    • Runkeeper
    • ASICS Europe B.V.
    • ASICS Sports Corporation
    • ASICS Tiger Corporation
    • ASICS Tiger do Brasil Ltda.
    • ASICS Tiger Oceana Pty.
Websitewww.asics.com

Asics (アシックス, Ashikkusu)

swimwear, compression garments, leggings, socks) and accessories (bags, backpacks, caps). It is headquartered in Kobe, Hyōgo Prefecture
, Japan.

History

Main article: Onitsuka Tiger
Store in the New towns of Hong Kong
Back Bay section of Boston

Asics began as Onitsuka Co., Ltd on September 1, 1949.

Mexico 66 design,[6] in which the distinctive crossed stripes (now synonymous with the company) were featured for the first time; martial artist Bruce Lee helped popularize the shoe. Onitsuka Tiger merged with fishing and sporting goods company GTO and athletic uniform maker Jelenk to form Asics Corporation in 1977;[4] Onitsuka was named president of the new company. Despite the name change, a vintage range of Asics shoes are still produced and sold internationally under the Onitsuka Tiger label.[5] In 2015, Asics launched its "Asics Tiger" lifestyle brand to market sportswear inspired by the company's designs of the 1970s to 1990s.[7]

Asics bought the Swedish outdoor brand Haglöfs for ¥11.4 billion ($128.7 million) on July 12, 2010.[8] In February 2016, Asics acquired fitness app Runkeeper.[9][10]

Asics generated ¥484.6 billion in

net sales and ¥19.9 billion in net income in fiscal year 2022. 53% of the company's income came from the sale of performance running shoes, 20% from other shoes, 7% from apparel and equipment, and 9% from Onitsuka Tiger. 25% of the company's sales were in Japan, 22% in North America, 27% in Europe, 13% in China and 19% in other regions.[3]

In 2021, Asics launched Unoha (ウノハ), a brand geared towards women. The brand mainly sells its products online and does not use physical locations other than temporary pop-ups that appear around Japan.[11] Apart from being a female focused clothing brand, Unoha has also pledged to use organic and environmentally friendly materials in its products. Unoha's first brand ambassador was Harumi Sato.[12]

Relationship with Nike

Nike, Inc. (originally known as Blue Ribbon Sports) was founded to sell Onitsuka Tiger shoes in the US. When Phil Knight visited Japan in 1963, shortly after he graduated from Stanford University, he was impressed by Onitsuka Tiger shoes and immediately visited the Onitsuka Tiger office and asked to be their sales agent in the US.[13] After a number of years the relationship crumbled and both companies sued each other, with Nike retaining the naming rights to several shoes.[13]

Sponsorships

Main article: List of Asics sponsorships
Novak Djokovic endorsed Asics footwear from the start of the 2018 season

Asics sponsors a variety of sports associations, teams and individuals; sponsorships include

Australian Cricket Team, replacing German manufacturer Adidas.[16]

Working conditions

In March 2017, employees assembling Asics products in Cambodia fainted due to thick smoke present in the factory where they were working. The company responded to this by saying that it, along with the factory in question, would "address specific measures, with a focus on workers’ awareness and health and safety training, as well as including an improved air ventilation system".[17]

In March 2021, while several Western clothing brands expressed concern over allegations of forced Uyghur labor involved in Xinjiang cotton production, Asics also announced that the Australian Olympic Team uniform would not contain cotton sourced from Xinjiang.[18]

Gallery

  • The Asics logo from 1977 to 2003.
    The Asics logo from 1977 to 2005. This typeface is still used for the "Asics Tiger" line.[7]
  • A pair of Asics wrestling shoes, model Split Second V
    A pair of Asics wrestling shoes, model Split Second V
  • A pair of Asics running shoes, model GEL-Kinsei
    A pair of Asics running shoes, model GEL-Kinsei
  • A pair of Asics running shoes, model Gel-Pulse 11
    A pair of Asics running shoes, model Gel-Pulse 11
  • Asics Gel-Cumulus 22, men's running shoes
    Asics Gel-Cumulus 22, men's running shoes
  • Asics Gel-Kayano 26, women's running shoes
    Asics Gel-Kayano 26, women's running shoes

Notes

  1. ^ Officially ASICS Corporation[4]

References

  1. ^ Ceballos, Francelia Rodriguez (February 10, 2017). "Asics opens subsidiaries in Chile and Peru". Fashion Network. Translated by Barbara Santamaria. Retrieved 2023-08-14.
  2. ^ "Compensation For DIRECTORs". Retrieved 2024-01-10.
  3. ^ a b c d "ASICS Integrated Report 2022" (PDF). ASICS. 2023-07-31. Retrieved August 14, 2023.
  4. ^ a b c d "ASICS Corporation Practical Information". ASICS. Archived from the original on 2022-03-08. Retrieved 2023-08-14.
  5. ^
    OCLC 769044990. Archived from the original on 2020-02-24 – via Funding Universe.{{cite book}}: CS1 maint: others (link
    )
  6. ^ Ryall, Julian (2019-11-02). "Bruce Lee, Uma Thurman and the story of Onitsuka Tiger shoes". South China Morning Post. Archived from the original on 2019-12-07. Retrieved 2022-06-27.
  7. ^ a b "ASICS Tiger - by Bruce Mau Design / Core77 Design Awards". Core77. Retrieved 2023-04-13.
  8. ^ Katsumura, Mariko (2010-07-12). "Japan's ASICS buys Sweden's Haglofs for $128.7 mln". Reuters. Archived from the original on 2021-06-16. Retrieved 2011-05-19.
  9. ^ "RunKeeper acquired by sportswear giant Asics". VentureBeat. 2016-02-12. Retrieved 2019-07-19.
  10. ^ "Fitness App Runkeeper To Be Acquired By Running Shoe Maker ASICS". TechCrunch. 12 February 2016. Retrieved 2019-07-19.[permanent dead link]
  11. ^ "アシックスからライフスタイルブランド「ウノハ」誕生、エコな素材を用いた着心地の良いウェアやシューズ". Fashion Press (in Japanese). 2021-03-03. Retrieved 2023-08-21.
  12. ^ "株式会社アシックス プレスリリース" (in Japanese). ASICS. Retrieved 2023-08-21.
  13. ^
    OCLC 945804148.{{cite book}}: CS1 maint: location missing publisher (link
    )
  14. ^ McCullagh, Kevin (2019-09-27). "IAAF extends Asics deal for 10 years, approves name change". SportBusiness. Retrieved 2022-07-07.
  15. ^ Glendinning, Matthew (2019-04-11). "Asics returns to road running with LA Marathon deal". SportBusiness Sponsorship. Retrieved 2022-07-07.
  16. ^ Emmett, James (2011-11-04). "ASICS partner with Cricket Australia – Sports Sponsorship news – Cricket Oceania". SportsPro Media. Archived from the original on 2011-10-05. Retrieved 2012-06-11.
  17. ^ McVeigh, Karen (2017-06-24). "Cambodian female workers in Nike, Asics and Puma factories suffer mass faintings". The Guardian. Archived from the original on 2022-06-05. Retrieved 2022-06-27.
  18. ^ "ASICS head office clarifies that earlier post on sourcing Xinjiang cotton was unauthorised". Business & Human Rights Resource Centre. Retrieved 2023-12-01.

External links

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