Asics Men

ASICS MEN: A legacy of success through sport and innovation

From its beginnings as a small footwear workshop, ASICS has now become one of the most influential sports brands in the world thanks to a vision built on the concept of “Anima Sana in Corpore Sano” – a variation of the famous Latin expression that embodies the belief in a vital balance between mind and body.

This philosophy, an essential part of the company culture, is rooted in the belief of founder Kihachiro Onitsuka: movement is the key to a better life.

The Origins of ASICS: Onitsuka's Dream

Kihachiro Onitsuka, a former soldier, founded his first company in 1949 with a clear mission: to create footwear that would encourage people to take up sports at both amateur and professional levels.

Onitsuka found inspiration even in the most unexpected details—one of its first basketball shoe designs, for example, was modeled after the grip of an octopus tentacle, demonstrating its focus on innovation from its earliest years.

That model, renamed "Onitsuka Tiger", soon became a symbol of performance and design.

The Rise of ASICS: From Fusion to GEL™ Technology

In 1977, Onitsuka Co. merged with two other Japanese companies, GTO Co. and JELENK Co., and ASICS was officially born.

Since then, the company has invested heavily in research and development, bringing innovations such as the revolutionary GEL™ technology to the market, designed to provide optimal cushioning and support for runners.

This system, introduced in the 1980s and refined over time, transformed the world of running footwear and is still found today in iconic models such as the GEL-LYTE™ and GEL-NIMBUS™, widely loved by athletes all over the world.

Excellence at the Feet of Champions

Throughout its history, ASICS has accompanied numerous athletes to victory.

Portuguese marathon runner Rosa Mota triumphed in the 1980s with her ASICS, as did Stefano Baldini, who won Olympic gold in the marathon in 2004 wearing the Japanese brand. The brand's versatility is demonstrated by its commitment to various disciplines, from running to wrestling, with wrestler Saori Yoshida, and even tennis, with a line of footwear dedicated to champion Novak Djokovic.

Kihachiro Onitsuka's Legacy and the Future of ASICS

Kihachiro Onitsuka is remembered for his passion for sport, but above all for his unwavering determination and visionary spirit.

His legacy remains at the heart of ASICS' mission, which in 2018 celebrated its centenary with a commemorative line featuring a sunflower designed by the founder himself.

This vision continues to guide the company which today is committed to offering quality products and promoting a healthy and active lifestyle for everyone.

ASICS Tomorrow: Innovation and Global Wellbeing

ASICS continues to develop cutting-edge technologies to enhance the sports experience.

The company is investing in a sustainable future, promoting ethical materials and responsible production processes, always with the goal of ensuring well-being and happiness at every step.

Kihachiro Onitsuka's vision of boosting the morale of young Japanese people in the post-war period has now transformed into a global mission: to improve the quality of life through exercise and body care.

Asics Men - Fall Winter 2025/26

With the new ASICS Men's Fall Winter 2025/2026 collection, it's not about walking, it's about running towards new challenges, facing winter with grit and style.

ASICS footwear for the 2025/26 cold season blends innovation, functionality, and contemporary design. Featuring advanced technologies like GEL™, FF BLAST™+, and GORE-TEX®, each model delivers responsive cushioning, weather protection, and traction on any surface.

In the collection, you'll find running sneakers with non-slip soles and breathable uppers, waterproof models ideal for rain and mud, and sober colors and neutral tones.

Every detail is designed to ensure durability, comfort and aesthetics.

Anyone who's ever tried ASICS knows this: these shoes offer exceptional support, reduce fatigue, and improve posture. They're the perfect choice for long days, intense walks, or outdoor workouts, even in the cold.