2000's

ASICS Research Institute of Sports Science Obtains ISO14001 Certification

2000

The ASICS Research Institute of Sports Science obtained ISO14001 certification.
068_original.jpg

ASICS Sports Sales Corp. is Established

2000

ASICS Sports Sales Corp. was established in Koto Ward, Tokyo.
183_original.jpg

TIGER PAW ORBIT track spikes are Released

2000

Focused on stability in turning the corners of track events, consequently a variable wedge was developed. The shoe was constructed so that the lateral side wrap of the plate rose to form a banked shape when loading increased from running. Spikes for exclusive use of 200m .400m, 400mH.

E154DCBC-FCB7-4714-8BCE-DCF47CA3D2D2_original.png

G.D (GLENN DOMAN) KIDS SHOES SERIES is Released

2000

ASICS signed a contract with Dr. Glenn Doman, an authority on child education, and released the G.D SERIES. ASICS had contracts with Dr. Doman in 1996 for the BRACHIATION ladder and in 1999 for children's shoes, and incorporated his theory in the planning and development of children's products based on the idea that "exercise promotes development of the brain." Various efforts are made to make the shoes feel as if the wearer is barefoot, such as cushioning that changed impact on asphalt to a feel like that on soil, an increased fit that took into account the unique way in which children move suddenly, a sole pattern that matched the position the foot where it bent, and a mesh upper.
340_original.jpg

HIGH POWER BALL for Ground Golf is Released

2000

The ground golf ball was made of a high-strength material so that it scratched less, flied further, and rolls longer than the conventional product. It featured a color logo.
342_original.jpg

RAVINE GRIP Tape for Bats is Released

2001

The tape improved grip when wrapped to form lumps, taking into account spacing so that it fit along each finger.

New Corporate Slogan "Sport: the Universal Language" is Established

2001

The corporate slogan was changed from "Healthy Techno That Looks to the Future" to the new "Sport: the Universal Language."
2001-メモリアルコルセア_original.jpg

MEMORIAL CORSAIR Kids Shoes are Released

2001

The MEMORIAL CORSAIR baby shoes were released in 12 colorways representing birthstone motifs.
069_original.jpg

Kiyomi Wada is Appointed President

2001

Kiyomi Wada was appointed President and Representative Director. With the key words "Revolution and Change," he set about increasing speed on the track to reform.
185_original.jpg

GEHRIG WINLAND equipped with SPIDERCLAW are Released.

2001

It was the spike that helped Ichiro to finish first in both batting average and stolen bases in the 2001 season, making for an impressive record. The updated and improved SPIDERCLAW (8-toothed cleats) was even more traction than its predecessor PENTACLAW (5-toothed cleats). The height and the position of metal fittings could be analyzed by the each of the baseball movements.

C0441BDF-9C87-498D-8D2A-E2C06B9D8F37_original.png

GEL-KAYANO 7 running shoes are Released

2001

The GEL-KAYANO series was released in 1993 as the apex of running shoes and the flagship model in the company's global strategy. It played a major role in the future of the ASICS footwear business. The first and second models were a struggle, but the GEL-KAYANO 3 released amid the global unification program of 1997, with a Duosole and blow-back gel in the heel, became a big hit. It sold 360,000 pairs, or 250% compared with the previous year. The subsequent GEL-KAYANO 7 released in 2001 was equipped with an Impact Guidance System (IGS) designed and positioned with an optimal combination of functions needed for running movements, such as cushioning, stability, and flexibility. This model sold close to half a million pairs. Later, the GEL-KAYANO 10 released in 2004 incorporated a biomorphic fit function in the upper, the GEL-KAYANO 14 released in 2008 was awarded Shoe of the Year and Editor's Choice by Runner's World, and the GEL-KAYANO 15 released in 2009 was also awarded Editor's Choice by the US publication. Incidentally, the name Kayano comes from the developer of the footwear, Mr. Kayano. Since the running shoe was a global model without any predecessor, it was given a temporary name in the development stage by an American subsidiary (ASICS Tiger Corporation). The name became popular as it sounded exotic to Western ears, and was retained as the product's name.

189_original.jpg

PRESTIGE LYTE OC tennis shoes are Released

2001

The model that adopted the Duosole was the first of the PRESTIGE LYTE series in which lightness was thoroughly pursued.

2001-メスカ_original.jpg

MESCALITO Outdoor Wear is released

2001

The new brand MESCALITO was released targeting users in their teens and twenties for a wide range of outdoor sports such as trail running and climbing.
341_1_original.jpg

ECO SPORTS NET Using Recycled Polyester is Released

2001

A full line of environment-friendly competition nets was rolled out, made of 100% recycled polyester fiber.
343_1_original.jpg

PARK GOLF EQUIPMENT is Released

2001

Park Golf was a sport that the Hokkaido town of Makubetsu developed by arranging Tottori Prefecture's Ground Golf. It was given its name from the fact that it can be played in parks. With the game spreading rapidly in the Hokkaido area, the company released a line of peripheral goods, including a park golf club with a "back cavity" head in which the rear of the head was cut away substantially.
187_original.jpg

GEL-ECO running shoes are Released

2002

The GEL-ECO in which the upper, sole, and all the other parts were made from materials with a light environmental burden was released as part of the company's environmental preservation activities.

ASICS Head Office Building Obtains ISO14001 Certification, and ARP Starts

2002

The ASICS head office building in Port Island, Kobe City, Hyogo Prefecture obtained ISO14001 certification. The company started the ASICS Revolution Plan (ARP), a new three-year plan to revitalize and recreate the business.
191_1_original.jpg

Full-scale Development of ONITSUKA TIGER Brand Shoes

2002

Such models as the MEXICO66, the ULTIMATE81, and the NIPPON60 were released anew under the ONITSUKA TIGER brand. These were positioned not as re-releases but as revivals for global expansion in the sports style market.
193_160915-2_original.jpg

WALLAGE SOFT CUSHION HEEL Series walking shoes are Released

2002

The WALLAGE SOFT CUSHION HEEL series was released as the first shoe lineup in the industry that provided for cushioning in the body of the heel itself. The heel was hollowed out so that together with the polyurethane on the outside it would distort greatly on impact to reduce shock. This alleviated burden on the foot, which was a weak point of shoes with heels.
195_original.jpg

TARTHER IGS Running Shoes are Released

2002

The model was the first to embody the speed concept of the Impact Guidance System (IGS). The blades on the front-foot provided for stability at kick-off. The company worked to improve functions by raising running efficiency.
PR 2002 ICHIRO  SHINJO_original.JPG

Ichiro and Shinjo Replica Models are Released

2002

The company released replica shoes that Ichiro and Tsuyoshi Shinjo use for warm-up and training: ICHIRO-TR and SHINJO-TR which models were designed with each team colors.

344_1_original.jpg

ERGONOMICS Supporters are Released

2002

A line of supporters was ergonomically designed to offer athletes optimum support during games. The best positions to take quick action were pursued. with the aim of stabilizing joints in the ideal position.
345_original.jpg

TARU MONOGATARI (Barrel Story) Sports Equipment is Released

2002

The company and Suntory joint-developed sports equipment made of reused oak barrels that were used in the fermentation of whisky. The lineup included dumbbells, grippers, and jump ropes.
346_original.jpg

SPEESION Sports Vision Training Software is Released

2002

The company released sports vision training software that allowed measurement and training of the four key abilities in sports: dynamic visual acuity, eye movement, peripheral vision, and tachistoscopic vision.
CAD183CB-62C0-4CE8-9F8F-3BF0503198E7_original.png

TIGREOR IT soccer shoes are Released

2002

The shoes had IT (Innovation Tiger) stud soles in which cylindrical and blade-shaped studs were combined. Tests were repeatedly carried out studying the movements in play of ASICS contracted players in Europe such as Juan Sebastián Verón (Argentine national team, at the time attached to Manchester United) and Alessandro Nesta (Italian national team, at the time attached to Lazio) and in Italy, and through an extraordinary development process of creating prototypes in five stages, the shoes were prepared for the World Cup.

Contract Signed with Guangzhou Baoxu Trading Co., Ltd.

2003

In order to strengthen sales in the People's Republic of China towards the 2008 Beijing Olympics, the company signed a contract with Guangzhou Baoxu Trading Co., Ltd. This is one of the Chinese sales departments of the Baocheng Group, the largest sports shoes manufacturer in the world that produces 150,000,000 pairs a year.
348_original.jpg

ERGONOMICS G1 Support Tights are Released

2003

The ERGONOMICS G1 support tights improved performance by supporting the gluteus maximus and the gluteus medius, and stabilizing the buttocks muscles.
074_1_original.jpg

World's First Onitsuka Tiger Store Opens in Tokyo

2003

ONITSUKA TIGER, which began simultaneous global test sales in November 2001, opened the first directly-managed flagship store in the world, Onitsuka Tiger Tokyo, in Daikanyama, Shibuya Ward, Tokyo. Taking advantage of the favorable location, the company established an adjoining a press room, and the store also took on the role as a venue for test marketing linked to product planning in line with the goal of promoting the ARP sports.
196_original.jpg

iO system as custom made of running shoes are started.

2003

The "iO" custom ordering system for running shoes was started, which involved measuring the customer's feet at the store and, based on 3D data, creating an optimal pair of shoes in 3 weeks.

197_original.jpg

Apparel & Accessories are Released from ONITSUKA TIGER broke through the movie "KILL BILL".

2003

The TAI-CHI was covered in various media as shoes of the moment when the main character in film KILL BILL wore them. At this time an apparel line was also released under the ONITSUKA TIGER brand.

198_original.jpg

PEDALA equipped with IGS of walking shoes are Released.

2003

The first PEDALA shoes were released equipped with the Flat Walk IGS function that allowed stable walking using the entire sole of the foot.

347_original.jpg

HIGH POWER PARK GOLF BALL is Released

2003

The park golf ball became a huge hit with a bold new look like the skeleton design and "No." mark, the double construction that allowed directional stability, and higher durability than the previous model.
075_original.jpg

Onitsuka Tiger Sydney Opens

2004

A directly-managed store Onitsuka Tiger Sydney was opened in the Westfield Bondi Junction Shopping Centre commercial complex in Sydney, Australia. Operation was carried out by Hype DC Pty. Ltd., a leading dealer of fashion footwear in Australia.
199_original.jpg

ECOTRE School Wear is Released

2004

The ECOTRE ER school physical education wear was the first in the sporting goods industry to incorporate an eternal recycle system whereby used wear could be recycled into raw material and manufactured into new sportswear. The product lineup included middle and high school jackets, and training shirts and pants.
200_original.jpg

WAN×TEN series kids shoes are Released

2004

The WAN×TEN series equipped with a special 3D sole insert for growing children was released. Heel cushioning was secured with the use of functional materials such as the αGEL and the P3 cushion in the midsole to ease the impact of hard exercise and protect children's feet. With the WAN×TEN, it is the abbreviation of WANPAKU / OTENBA (an unruly boy / a romping girl).

201_original.jpg

GEL-KAYANO 10 running shoes are Released

2004

It featured the new Biomorphicfit (IGS for upper) taking into account the fact that the foot distorts during running. The upper was divided into front and back parts where the foot distorts differently, and joined with elastic mesh of 2layers so that the upper distorted together with the foot. In addition, the Biomorphicfit and the CHF (PHF) of the low-elasticity form of ankles created a feeling of fitting unprecedented. (CHF means Customized Heel Fit, and PHF means Personalized Heel Fit. It is same construction. Differentiared name in each market for trademark issues.)

349_original.jpg

FLASHER Inside Convex System Baseball Glove is Released

2004

The BOULDER FIELD FLASHER glove was released that incorporated a new inside convex system for control and fit. A spacer (molded foam material) was attached to the heel inside the palm to change the angle of glove on the inserted hand by five degrees. This straightened the glove without having to flex the wrist, and allowed for natural and more accurate catches.

ASICS Taiwan Corporation is Established

2005

ASICS Taiwan Corporation was established as a sales company to strengthen sales in Taipei, Taiwan.
173_original.jpg

SUKU2 FIRST kids shoes are Released

2005

The first shoes for a baby walking up to about 6 months were released. The changes in how babies walk from the first step to 6 months later were recorded and analyzed. Unlike an adult, who move forward, babies' center of gravity largely sideways, and this characteristic was reflected in the design. The Animal FIRST model, released the next year in 2007 to commemorate the 10th Anniversary, and won the prize for the first Kids Design Award.

076_original.jpg

Onitsuka Tiger Paris Opens

2005

The first directly-managed store in Europe, Onitsuka Tiger Paris, was opened in the Les Halles district of Paris, France. Chairman Kihachiro Onitsuka attended and gave a speech at the opening on January 3.
077_1_original.jpg

Onitsuka Tiger London Opens

2005

The second directly-managed store in Europe, Onitsuka Tiger London, was opened in London, England, on April 29. It was located on Newburgh Street, a block behind Carnaby Street, and designed to strengthen sales and spread brand awareness in the UK, the largest market for sneakers in Europe.
078_1_original.jpg

First ASICS Li-Feel Store Opens

2005

The first directly-managed ASICS Li-Feel flagship store was opened in Yokohama City, Kanagawa Prefecture. As one of the "efforts to strengthen directly-managed stores," part of ARP, this was designed as a lifestyle shop that targets three generations of general consumers, from young to old. The shop offered products in the mail order catalogue of the same name issued by ASICS.
202_original.jpg

HADASHI WALKER Walking Shoes are Released

2005

Duke Saraie was joined the advisory staff to create the first series. The model was the central item of the "Ka-ra-da-yo-ro-ko-bu" (body happiness) project with the concept "as light as barefoot, and bends with the foot."
203_original.jpg

DS LIGHT2 soccer shoes are Released

2005

The second generation of the lightweight type DS LIGHT series was worn by Shinji Ono of Japanese proffessional soccer player, and became a symbol of buoyancy for the soccer business.

204_original.jpg

CYBERRAY Track and Field Spike Shoes are Released

2006

Lightness was pursued in the sprinter spikes for all-weather tracks. High functionality and lightness were both achieved with plates that emphasized spring. The shape of the belt was improved to reinforce hold on the front foot for power during dashes and turning corners. The mid-foot inside was equipped with resin reinforcing to restrain distortion on landing, preventing power loss when running.

ASICS Shanghai Trading Co., Ltd. Established

2006

ASICS Shanghai Trading Co., Ltd. was established in Shanghai as a sales company to strengthen sales in the People's Republic of China.
080_original.jpg

Acquisition of Privacy Mark Certification

2006

The company obtained Privacy Mark certification for the handling of personal information.
082_1_original.jpg

Onitsuka Tiger Berlin Opens

2006

The third ONITSUKA TIGER store in Europe was opened in the Mitte district of Berlin, Germany. The brand outdistanced local Adidas and maintained a top market share in the performance running and walking shoes areas, and worked to spread the name of ONITSUKA from Japan in the Mitte district, the fashion epicenter of Germany.
083_1_original.jpg

Onitsuka Tiger Amsterdam Opens

2006

The directly-managed store Onitsuka Tiger Amsterdam was opened at the entryway to the 9th Street area of Amsterdam, the Netherlands, on December 16.
205_original.jpg

GEL-KINSEI Running Shoes are Released

2006

The GEL-KINSEI made its appearance with the theory of biomorphic fit an array of functions for comfort while running, and high stability and generous cushioning both inwards and outwards. This was made possible by combining the new discrete sole cushioning system of soft-touch GEL with high shock-absorption properties in a lamda-shaped (λ) frame structure with a cradle-shaped Trusstic construction to reinforce the mid-foot part of the midsole. The new midsole material Solyte was used to add lightness. The model was awarded 2006 Shoe of the Year (Best Innovation) by Runner's World magazine and Gear of the Year by Outside magazine.
206_original.jpg

ROTE JAPAN DUO Volleyball Shoes are Released

2006

The first volleyball shoes equipped with the Duosole and the lightweight material Solyte of the midsole made an appearance.

BCA36A1C-6277-49EF-9075-77AF4A5F1448_original.png

Science Under Gear INNER MUSCLE SERIES is Released

2006

The INNER MUSCLE SERIES of technological wear was made of a combination of materials with varying degrees of elasticity to strengthen the deep muscles of the body, which are difficult to train by normal means. It supported athletes to improve performance and build the ideal body.
209_original.jpg

WALLAGE memorial model of 20TH ANNIVERSARY MODEL are Released.

2006

The WALLAGE 20TH ANNIVERSARY MODEL was released as ASICS's highest quality shoe and the ultimate men's dress shoe. It was handmade in Japan using highest quality calfskin from Dubuis Co. in France Italian leather on the soles, αGEL, elastomer, and a 3D sole insert. The 100-pair limited edition was sold mainly at Hojinkan outlets for \99,750.
350_original.jpg

TWIN CURVE SHAFT GROUND Golf Club is Released

2006

The ground golf club had a new twin curve shaft to widen the view of the top of the head, making the target easier to see, and for a comfortable grip, making it more difficult to get numbed from missed shots.

ASICS Business Attendant Corp. is Established

2007

ASICS Business Attendant Corp. was established in Kobe City, Hyogo Prefecture, to employ and educate human resources related to sales.
084_original.jpg

Chairman Kihachiro Onitsuka passed away

2007

Kihachiro Onitsuka was the President and Representative Director of Onitsuka Co., Ltd., appointed President of ASICS when the company was created in 1977, then appointed Chairman of the Board and Representative Director of the same company in 1992, and thereafter continued to worked for the development of ASICS. He left behind a great legacy for the sports world during the 58 years since he founded Onitsuka Shokai until the curtain lowered on his life due to heart failure on September 29, 2007. He was 90 years old. Since Onitsuka loved to create oil paintings of sunflowers at an art school in Kobe during spare moments between flying around the world, paintings of sunflowers from all over Japan were collected as a tribute and offered at his funeral in place of real flowers. Top Japanese athletes including Ichiro, Naoko Takahashi, and Mizuki Noguchi paid their respects at his funeral.
085_original.jpg

ASICS Brand Mark is Renewed

2007

The ASICS brand mark was renewed as part of the ASICS Challenge Plan 2006. On the tenth year of the 1977 founding of ASICS, in 1987, the lettering of the logo was made thinner; on the 15th year, in 1992, the promotional mark was introduced. The new mark was brought in to improve visibility of the promotional mark and the word "asics" in lower case letters.
086_original.jpg

ASICS Brazil Ltda. Established

2007

ASICS Brazil Ltda. was established in San Paulo, Brazil.
2007-sukusuku_original.jpg

SUKU2 Kids Wear is Released

2007

SUKU² wear was released for children from 3 to 6 years old based on research on children's body movements conducted at the ASICS Research Institute of Sports Science. It was available in three lines: Sports Casual, a wide range of items including jackets, parkas, shirts, and pants; Athletic, a range intended for use in sporty situations, and Inner, consisting of short-sleeve, long-sleeve, and sleeveless shirts.
087_original.jpg

Kansai Branch is Completed

2007

Construction of the ASICS Kansai branch office was completed in Amagasaki City, Hyogo Prefecture.
089_1_original.jpg

ASICS Store Tokyo Opens

2007

ASICS Store Tokyo, a running specialty store, was opened in Ginza, Chuo Ward, Tokyo. With "Ginza Runner" as the store concept, it opened on February 11, a week before the Tokyo Marathon was held.
090_original.jpg

First Kids Cube Store Opens

2007

The first Kids Cube store opened in Yokohama City, Kanagawa Prefecture, as a directly-managed store specializing in children's products.
091_original.jpg

Silver Prize in the METI Best Contributors to Product Safety is Awarded

2007

The company was awarded the "Silver Prize" in the first METI Best Contributors to Product Safety.
212_original.jpg

"Cool Biz" Concept Menswear is Released

2007

Men's clothing designed for the "Cool Biz" Japanese government campaign was sold at Hojinkan and ASICS Li-Feel stores. To the traditional-style attire expected in the office, ASICS added functions that allowed ease of movement that it had cultivated through the development of sportswear. Jackets, pants, and shirts were largely made from natural fabrics such as cotton and wool but given stretchiness, and the patterns such as for armholes were adjusted for freer movement. The company aimed to strengthen total development with walking shoes.
C6BF4108-E9F0-477D-A96F-700F3C5FA91C_original.png

New Corporate Slogan "Sound Mind, Sound Body" is Established

2007

"Sport: the Universal Language" was changed to the new slogan, "sound mind, sound body."
213_original.jpg

ONITSUKA TIGER R55 is Released in Collaboration with MINI

2007

The ONITSUKA TIGER R55, based on the ONITSUKA TIGER LIMBER training shoes released in 1966, celebrated the new addition of MINI Clubman to the MINI brand owned by automotive manufacturer BMW Group. The model had a MINI logo on the heel, a rounded design resembling the car body and headlights for the upper and sole, and a car seat design for the sole insert.

ASICS Sports Corporation is Established

2007

ASICS Sports Corporation was established in Seoul, South Korea.

ASICS Polska Sp.zo.o. is Established

2008

ASICS Polska Sp.zo.o. was established in Warsaw, Poland.
092_original.jpg

Motoi Oyama is Appointed New President, Kiyomi Wada as Chairman

2008

Motoi Oyama was appointed President and Representative Director, and Kiyomi Wada was appointed Chairman of the Board and Representative Director. The ASICS Challenge Plan (ACP) 2008 was set, in which under the basic policy of business expansion through the two core brands ASICS and ONITSUKA TIGER, and differentiation through the synergy between the customer's and the creator's points of view, and with an emphasis on promoting global operations and strengthening and expanding the domestic business, the company aimed to establish itself as the world's number one running apparel brand, just as it did with shoes.
097_original.jpg

ASICS Running Lab is Developed

2008

Development of the Running Lab, which measures running ability, started full-scale operation in the ASICS Store Tokyo in Ginza, Chuo Ward, Tokyo.

ASICS Design Center is Established

2008

The ASICS Design Center was established in the Research Institute of Sports Science.
098_original.jpg

First Overseas ASICS Store Opens

2008

The first overseas running specialty shop, ASICS Store London, was opened in London, England.
2008-トップインパクト_original.jpg

TOP IMPACT LINE Competition Wear is Released

2008

Sales started of competition wear for top athletes incorporating core balance belts (core balance technology) and Pro-fit Technology.

ASICS Russia is Established

2008

The company established ASICS Russia to strengthen its sales structure in east Europe.
215_1_original.jpg

NIPPON MADE series branded with ONITSUKA TIGER are Released.

2008

Two models were released from new NIPPON MADE series branded by the ONITSUKA TIGER , in which every part of the shoe down to the tiniest detail was made in Japan. The KEIRIN NIPPON and the ULTIMATE TRAINER, both models featured vintage-treated Japanese leather in the reinforcement design.

403_original.jpg

DRESS 33 Collaboration Shoes in Paris Fashion Week

2009

Six models of double-logo shoes with fashion brand DRESS 33 were presented in the Spring/Summer 2010 season of Paris Fashion Week. Through the collaboration, ASICS sought to pursue diversity in product expressions.

60th Anniversary

2009

Sixty years have passed since Kihachiro Onitsuka founded Onitsuka Co., Ltd. in 1949. Under the corporate slogan "sound mind, sound body," the company renewed its determination to work to connect the world with hearts beating in harmony through sports.
101_original.jpg

Athletic shoes developed for stay in space through collaboration with JAXA (the Japan Aerospace Exploration Agency

2009

The company developed tabi-type athletic shoes with a separation between the big and other toes, and provided them to the Japan Aerospace Exploration Agency (JAXA) to prevent the decrease of astronauts' muscle strength during long stays in a weightless environment. The shoe was designed to match Koichi Wakata's size, and provided to use for running exercises in outer space.

402_1_original.jpg

ASICS Sports Museum is Unveiled

2009

The ASICS Sports Museum was unveiled at the Kobe global head office premises as part of the company's 60th anniversary commemorations. The corporate museum not only displays ASICS products but also holds various events on a regular basis to promote sports and expand the population of athletes.
404_original.jpg

ASICS Store New York Opens

2009

ASICS Store New York was opened in the heart of Manhattan. The store introduced ASICS Foot ID, a service that supports runners to select the right shoes based on a foot scan and gait analysis.
217_original.jpg

CYBERAURA Track and Field Spike Shoes are Released

2009

The CYBERAURA spikes for short distance events were released. It incorporated a new "string action system" structure in which the mid-foot reinforcement and the sole were divided. The original design allowed for increased rigidity while at the same time not affecting flexibility in the fit.