Asics

At its inception in 1949 in Japan, the brand was known as Onitsuka Tiger, and produced basketball shoes. In 1977, Kihachiro Onitsuka's company merged with others in the sector, forming a corporation called ASICS, which stands for "Anima Sana in Corpore Sano", a version of the Latin motto "Mens sans in corpore sano". In 1986, the brand was transformed by a new innovation that would render it legendary: the introduction of alpha gel, first in sports models and then in sneakers, that mark an irresistible combination of sports technology and style.