ASICS was founded in 1949 by Kihachiro Onitsuka in Kobe, Japan, initially operating as Onitsuka Co. Ltd. and gaining recognition with innovative athletic shoes like the basketball-specific OK Basketball Shoe. Early notable products included the Mexico 66 running shoe, which introduced the now-famous crossed stripes logo, and the GEL cushioning technology developed in the 1980s, significantly enhancing shock absorption. The company established partnerships with prominent athletes such as marathon runner Toshihiko Seko and tennis champion Novak Djokovic, highlighting ASICS's reputation for performance-oriented footwear. Collaborations with fashion and lifestyle brands, including Kiko Kostadinov and JJJJound, further expanded ASICS's presence beyond traditional sportswear into contemporary fashion.

ASICS was founded in 1949 by Kihachiro Onitsuka in Kobe, Japan, initially operating as Onitsuka Co. Ltd. and gaining recognition with innovative athletic shoes like the basketball-specific OK Basketball Shoe. Early notable products included the Mexico 66 running shoe, which introduced the now-famous crossed stripes logo, and the GEL cushioning technology developed in the 1980s, significantly enhancing shock absorption. The company established partnerships with prominent athletes such as marathon runner Toshihiko Seko and tennis champion Novak Djokovic, highlighting ASICS's reputation for performance-oriented footwear. Collaborations with fashion and lifestyle brands, including Kiko Kostadinov and JJJJound, further expanded ASICS's presence beyond traditional sportswear into contemporary fashion.