The brand Asics, from Kobe to the street
The Asics page of the lifestyle world brings together the shoes and clothing from the Japanese brand from Kobe: sneakers derived from running, with GEL cushioning, and sportswear worn every day.
A Japanese sports brand, balancing technique and style.
A brand born in Kobe
Asics was born in Kobe, Japan, in 1949, when Kihachiro Onitsuka founded his company to make basketball shoes. In 1977, the merger with two other manufacturers led to the creation of ASICS, an acronym for the Latin phrase “Anima Sana In Corpore Sano”, meaning “a healthy mind in a healthy body”. The brand then established itself in running, before its archived models became street classics.
The other brands
The lifestyle universe brings together other brands:
- New Balance, another reference in retro running.
- Saucony.
- adidas.
- Puma.
- Veja.
- The North Face.
- Le Coq Sportif.
What makes an Asics
The GEL cushioning, introduced in 1986, remains the brand's signature: a silicone gel placed in the heel and sometimes in the forefoot. The intertwined side stripes, known as ASICS stripes, inherited from the 1970s, can be found on most models. In terms of lifestyle, the Gel-Lyte, Gel-Kayano, and GT lines take inspiration from 1990s and 2000s running silhouettes, featuring overlays of mesh, suede, and leather.
How to choose the right size
An Asics shoe is selected based on the length of the foot in centimeters, referred to on the brand's size guide, while trying on with usual socks. For clothing, you can rely on the size guide with a bit of ease if layering in winter. Technical materials should be washed at low temperatures, without fabric softeners, to maintain their breathability.
All brands are gathered on the brands page.
Good deals
Good deals can also be found in the good deals, promotions, clearance, sales, Black Friday. The new arrivals showcase the latest collections, and the items shipped in 24h are prepared and dispatched within 24 hours. The annual highlights follow in a stable order: Black Friday at the end of autumn, the year-end holidays, the winter sales, the French Days of spring, followed by the summer sales and back-to-school season.
Frequently asked questions
What does the name Asics mean?
Asics is the acronym of the Latin motto Anima Sana In Corpore Sano, meaning “a healthy mind in a healthy body”. The name was created in 1977 from the merger of Kihachiro Onitsuka's company with two other Japanese manufacturers.
What is the GEL technology from Asics?
The GEL is a silicone gel located in the sole, at the heel and sometimes at the front of the foot, which absorbs shocks upon impact. Introduced in 1986, it has become the brand's signature, both in running and lifestyle.
Which Asics should you choose for running?
For running, prefer the running range over the lifestyle reissues: the GT and Gel-Kayano provide stability, while neutral models with light cushioning suit runs without marked pronation.
Why have archive Asics models come back in fashion?
The running shoes from the 1990s and 2000s, with their mesh and suede overlays and sculpted soles, fit the retro aesthetic popular in urban areas. Their comfort from running has also contributed to their resurgence.
How to care for white Asics shoes?
Clean them quickly after each stain with a soft brush and mild soap, and use a rubber eraser on the sole. Avoid the washing machine, as it may separate the sole and distort the upper.
