B Magazine №99 – Asics

Magazine B is an ad-less monthly publication that introduces one well-balanced brand unearthed from around the globe in each issue. between its covers, Magazine B not only shares untold stories behind the brand but also its sentiment and culture that any readers interested in brand marketing and management can leaf through with ease.
ASICS, originated from Onitsuka Tiger, a footwear brand Kihachiro Onitsuka established in 1949 to raise the morale and spirit of Japanese youth. Guided by a Roman poet’s verse, “A Sound Mind In A Sound Body,” the sportswear company has developed revolutionary footwear features including an outsole inspired by octopus suction cups, ventilation systems for breathability, and a proprietary GEL technology to improve shock absorption. Soon enough, Olympic medalists were seen wearing ASICS in athletic events and marathons throughout the 1960s and 1970s. Although the sports equipment brand experienced a downturn from the 1990s, it pivoted to spur innovation and experimentation at its R&D center the Institute of Sport Science and restored its reputation with new model series specifically for running, such as Metaspeed. More recently, the brand launched the SportStyle category for lifestyle wear and successfully fused its performance footwear heritage with street fashion, winning the hearts of not only prominent partner brands but also younger generations.