Asics
0 Products
We can't find products matching the selection.

about asics

How it all began

Kihachiro Onitsuka, a former military officer, founded the sneaker company Asics back in 1949 in his Japanese hometown of Kobe shortly after the end of the Second World War. The children’s footwear manufacturer had the dream to create a product that could bring the people and the war-torn country back together again and help Japan recover from the tough years it had come through. Onitsuka believed that physical exercise and sports were brilliant ways to reconnect the health and happiness not only of individuals, but also of Japanese society.

Onitsuka soon came up with a way to revolutionize basketball players’ footwear. It was his intention to manufacture sports sneakers that would help his countrymen win sports competitions worldwide.

Back in the 1940s basketball sneakers lacked sufficient grip, a big handicap for players who were liable to slip on the court. It took many attempts before Onitsuka managed to improve the grip capability of his sneakers. It was while eating octopus salad at a restaurant – yes, really – that he found his inspiration. One of the octopus tentacles stuck to his bowl. Onitsuka realized that the way to improve basketball sneakers was to design the shoe soles with suction pads attached to them, much like those on a tentacle of an octopus.

In 1951 Kihachiro Onitsuka released the Onitsuka Tiger basketball shoe that was redesigned with grips that helped basketball players stop and go on the court, without any fear of slipping. It was just what the Japanese Olympic basketball team had been waiting for.

Worldwide expansion and popularity

The Tiger paved the way for Asics’ rapid growth and development over the following decades. Asics designed shoes for other sports as well, besides basketball. Onitsuka created shoes for running, volleyball, tennis and many more activities. He also branched out to manufacture activewear for all types of sports players.

In 1977 Asics took a big step to internationalize its brand by expanding manufacturing to the USA. Offices and factories soon sprang up all over the world. Asics became popular worldwide and their sneakers became an official pop-culture icon after martial arts actor Bruce Lee was seen wearing a pair of classic yellow and black Asics on the set of the movie “Game of Death”.

Some of the coolest collabs

Asics started an early deal with Nike founder Phil Knight and that has led to some of the coolest sneaker collabs and stories in history. Asics has been perfecting sports sneakers over the past 70 years. In that time, the company has had the chance to collaborate with some of the most successful brands from all over the world, manufacturing some very creative and technologically advanced sneakers.

One of the most legendary Asics collabs was in 2015 with the German boutique Afew. Taking inspiration from Japan’s famous red white and black koi carp, the “Koi” Gel-Lyte III featuring Asics’ gel cushioning system soon became a sneakerhead must-have.

A more recent very successful collab began in 2018 with the Bulgarian fashion designer Kiko Kostadinov. It was the perfect opportunity for Asics to work with a well-known fashion designer, and at the same time get more brand recognition and reach a broader audience. The two-year collab produced six co-branded sneakers combining technology, one of Asics main values, and meeting the high fashion standard set by Kiko Kostadinov. The collaboration might have ended, but we can look forward to lots more great designs since Kiko Kostadinov has joined Asics as creative director!

Today Asics is known for being innovative and providing high quality footwear. The sneaker brand has maintained coherence and expanded widely on its core products. From casual to stylish sportswear to some of the best footwear made for women and men, Asics product line has it all.

sign up to our newsletter

be the first to know the latest releases, news, collaborations, exclusives and offers!

SNEAKERS

Sneakers have always been associated with both comfort and style! No other category of shoes can give you the same vibe like a pair of hip sneakers. Sneakers are the type of shoes that see no gender, making them the perfect unisex choice. Both men and women can wear the same designs and styles. Isn’t that awesome! Titolo is your one-stop-shop for all the diverse varieties of sneakers out there, whether you are looking for classic, retro, streetwear, fashionable, or just functional styles. Can’t decide on what to buy? No worries, log in to Titoloshop.com and browse through our thousands of sneaker choices to find the right match for you. As someone wise once said, people make shoe contact before making eye contact; hence one can’t compromise sneakers!

STREETWEAR

Streetwear is a term for casual clothing that became global in the 1990s. It all started in New York where fashion was influenced by hip-hop culture and skateboarders. The term quickly spread from New York to the rest of the world. Streetwear includes anything casual and comfortable, like baggy denim jeans, caps and sneakers. Streetwear style is constantly evolving and developing. In the past couple of years, 90s fashion has started to become trendy again and that decade is having a big influence on streetwear styles. The hype for trendy sneakers and the baggy jeans look is back – at least until the next trend comes along.