ASICS: A Step Ahead

By Daniel de Bomford, Cian O’Niell and Bernard Thompson

When one thinks of ASICS, certain words come to mind: performance that inspires, innovation rooted in science, endurance that pushes boundaries, and balance that unites body and mind. These qualities capture the spirit of “a sound mind in a sound body.”

Founded in the aftermath of World War II by Kihachiro Onitsuka, the company grew from his conviction that sports could offer children living in poverty hope and opportunity. On that belief, he built ASICS into a brand dedicated to changing lives through sports. “This conviction became the guiding principle of our brand, ‘Anima Sana In Corpore Sano - Sound Mind In A Sound Body,’ and it continues to define everything we do today,” explains President Mitsuyuki Tominaga.

This mission remains central as ASICS charts its next era of growth through digital innovation and sustainability. The company engineers shoes for everyone, from elite athletes to everyday trainers, blending cushioning, stability, and lightweight performance with advanced foams, technology such as carbon plate running shoes, and sustainable design. Products such as the NIMBUS MIRAI ™ running shoe, designed with recycling in mind, and GEL-LYTE™ III CM 1.95 sneaker, reduced carbon footprint, showcase its commitment to circularity and reducing environmental impact, reinforcing broad appeal and lasting trust.

Then there is the METASPEED™ series which fuses athlete insights with cutting-edge science to create ultra-light, carbon-plated racing shoes designed to serve distinct running styles. With breakthrough foams and precision engineering, it delivers unmatched speed, efficiency, and confidence, setting a new standard in performance running.

ASICS’s ability to combine social responsibility with advanced research and development has driven its recent growth. Through the ASICS Institute of Sport Science in Kobe, it channels real-world athlete feedback into product innovation. The company has also implemented structural reforms, such as the shift to category management, and advanced sustainability goals, including CO₂ reduction and circular design. Central to this transformation is ASICS’ disciplined PDCA cycle (Plan–Do–Check–Act), which guides both its digital strategies through personalized platforms like OneASICS and its use of digital tools to optimize supply chains and resource allocation.

The OneASICS platform integrates training apps, early access to gear, event registration, and finish-line experiences while tailoring digital marketing to each individual. Alongside this digital transformation, sustainability is another key pillar of the business.  “Climate change is not just a global issue—it directly affects our business,” Tominaga says. “Extreme heat impacts outdoor sports, so CO₂ reduction is a priority.”

 Looking ahead to 2030, the company aims to lead in running and tennis while expanding its lifestyle lines. Tominaga describes ASICS as delivering a sound mind in a sound body to people and communities worldwide. “If people hear that phrase and think of ASICS, then we’ve succeeded.”

METASPEED™ RAY

To hear more from President Mitsuyuki Tominaga of ASICS Corporation, check out this interview with him.