Asics novablast 6

Digital Aqua / Pixel Pink

Whoever thinks of high-quality running shoes in the 21st century usually automatically has the ASICS brand in mind. But ASICS has not just been around since yesterday. The history of the brand begins as early as 1949, when 31-year-old salaryman Kihachiro Onitsuka was convinced that sports could make a positive contribution to the development of young people in his hometown of Kōbe. Based on this incentive, he founded the company ONITSUKA TIGER and began producing high-quality sneakers. Since 1977, the brand has borne the name ASICS. The name is an acronym and stands for the Latin proverb "Anima Sana In Corpore Sano" - in German: "A healthy mind in a healthy body". A proverb that still determines ASICS' corporate policy today. The development of the GEL cushioning system, which was launched in 1986 and still forms the basis for all new ASICS running shoes, has contributed significantly to the brand's success. In the sneaker scene, the ASICS GEL-1130 and ASICS GEL-Kayano 14 are currently among the most sought-after silhouettes. In recent years, brands such as JJJJound and HAL Studios have immortalized themselves on both models, picking up on and reinterpreting the retro running aesthetic of the 2000s with their collaborations.. The GEL-Kayano first appeared in 1993 and it perfectly reflects the style of the 90s & 2000s with its eye-catching details and chunky sole. Since its first release, the GEL-Kayano has undergone an annual facelift, so fans of the shoe can regularly look forward to new interpretations of the iconic silhouette. The work behind the new Kayano models takes place behind the doors of ASICS headquarters in Kōbe, home to one of the most advanced running research centers in the world.