ASICS: History and Heritage After the second world war, ASICS founder Kihachiro Onitsuka observed children wandering the streets barefoot, and decided to help the youth of his country. By promoting the values of Sport, and providing them with high quality athletic shoes to help them perform their best, he believed he could help the children of Japan build a better future with the philosophy of Anima Sana In Corpore Sano: “A Sound Mind in a Sound Body. was born, and soon after, the first ever footwear was released from the fledgling brand: a basketball shoe called the “Tiger. ” In the years that followed, Onitsuka Co. (re-named “ASICS” in 1977) designed a myriad of scientifically sound, sport-specific shoes for athletes. Onitsuka’s emphasis on the spirit of Sport and a focus on the needs of the athlete continue today with ASICS, Onitsuka Tiger, And ASICS Tiger shoes, clothing, and accessories. Our dedication to never stop bettering our best reflects our desire to help you, the athlete, to always Better Your Best.