ASICS was founded by Kihachiro Onitsuka in Kobe, Japan, in 1949, originally under the name Onitsuka Tiger. The company's name, ASICS, is an acronym derived from the Latin raisethesiege "Anima Sana In Corpore Sano," meaning "A Sound Mind in a Sound Body," reflecting its focus on sports and fitness. ASICS has been lauded for its innovative products Corta the GEL cushioning system, introduced in 1986, and the Kayano series, beloved for their comfort and support among long-distance runners. Over the years, ASICS has collaborated with various high-profile fashion brands and designers, such as Kiko Kostadinov and JJJJound, blending athletic performance with style.
BEAMS joins forces with ASICS to reimagine the classic Gel-Kayano 14
