ASICS has been around for ages, and this year marks thirty years since the debut of its first shoe featuring GEL technology in 1986. To celebrate this milestone, ASICS Tiger announces the release of the GEL 30th Anniversary Commemorative Model.
Trends come and go, but there has always been respect for real performance shoe design within ASICS. The Onitsuka Tiger and ASICS story began in 1949 when Japanese Kihachiro Onitsuka created Onitsuka Co Ltd. Motivated by a lack of self-esteem in Kobe’s post-war youngsters and a belief that fitness was a way to restore it, the company took shape. Innovation was fundamental already in the earliest days of the company, and nothing less than perfection was accepted.
A healthy mind in a healthy body
Onitsuka Tiger’s eventually transformed into ASICS. In 1972, Onitsuka Tiger, GTO (a sportswear and net manufacturer), and Jelenk (a knitwear manufacturer) worked together to create a regional sales office. On the 21st of July, 1977 the three entities cemented their relationship by uniting to create ASICS, which took its name from an acronym of the Latin phrase “anima sana in corpore sano”. The phrase translates as “a healthy mind in a healthy body”, which is Mr. Onitsuka’s original motto.
The introduction of the GEL technology in 1986 improved athletic shoe cushioning tremendously at the time. GEL research continued, with changes in materials, form, and positioning helping functions and designs evolve. This method of trial and error is a deep reflection of ASICS’s philosophy to never abandon neither functionality nor design. Why not? Because, as Mr Onitsuka’s motto and the company name itself entails, healthy bodies and healthy minds go together.
Reflecting on this history, ASICS now presents three anniversary models — the GEL-LYTE III, GEL-LYTE V, and GT-COOL XPRESS.
The shoes will be released on November 5th.