Magazine B: No. 99 ASICS Korean Edition
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Description
Book Introduction
ASICS began as Onitsuka Tiger, a sports shoe brand founded in Kobe, Japan in 1949 by Kihachiro Onitsuka with the goal of energizing the lives of young people.
Based on the ancient Roman satirist's proverb, "A healthy mind resides in a healthy body," we have been innovating by developing original technologies such as an outsole inspired by octopus suction cups, a ventilation system for air circulation in shoes, and gel, a shock-absorbing material.
Thanks to this, they produced Olympic medalists who wore their products in various events, including the marathon, throughout the 1960s and 1970s.
Although the company experienced a downturn in the 1990s, it regained its reputation by focusing on experiments and improvements centered around its internal R&D organization, the Sports Science Research Institute, and releasing models specifically for running, such as the "Metaspeed."
In addition, by successfully transplanting the aesthetics of performance shoes into street fashion through the creation of a lifestyle line called 'Sports Style', the brand is gaining great support from leading brands as well as the younger generation.
Based on the ancient Roman satirist's proverb, "A healthy mind resides in a healthy body," we have been innovating by developing original technologies such as an outsole inspired by octopus suction cups, a ventilation system for air circulation in shoes, and gel, a shock-absorbing material.
Thanks to this, they produced Olympic medalists who wore their products in various events, including the marathon, throughout the 1960s and 1970s.
Although the company experienced a downturn in the 1990s, it regained its reputation by focusing on experiments and improvements centered around its internal R&D organization, the Sports Science Research Institute, and releasing models specifically for running, such as the "Metaspeed."
In addition, by successfully transplanting the aesthetics of performance shoes into street fashion through the creation of a lifestyle line called 'Sports Style', the brand is gaining great support from leading brands as well as the younger generation.
index
02 INTRO
08 PUBLISHER'S NOTE
12 ASICS PEOPLE
ASICS users met in Seoul, Tokyo, and Paris
18 OPINION: TOSHIKAZU KAYANO
Legendary designer Toshikazu Kayano, who has told an emotionally stimulating design story with his eponymous running shoe series.
24 ARCHIVE HALL
An archive hall where you can experience the diverse shoes and culture that ASICS has accumulated since its founding.
30 REFLECTION
A lifestyle shoe inherited from performance running shoes: A comparison of the two models reveals the brand's legacy.
38 INSTITUTE OF SPORT SCIENCE
The Sports Science Research Institute realizes and proves its brand philosophy through activities such as accumulating experimental data and developing materials and technologies.
46 BEAUTY FROM FUNCTION
Gel cushioning system symbolizing technological prowess and advancement
50 INSIDE TALKS
How our SportsStyle team members, with a deep love for sports and style, wear, talk, and live.
56 OPINION: GO SUZUKI
Go Suzuki, global head of the Sports Style Team, says that dedication to sports is the secret to perfecting ASICS' unique lifestyle wear.
62 REDEFINE
Sports style defined by those who lead team members in the entire process from product planning to sales of lifestyle wear.
70 ALWAYS EVOLVING
ASICS products are constantly evolving by fusing sports technology and heritage.
82 PLATFORM
The Harajuku flagship store and Run Tokyo Marunouchi store serve as stops reminiscent of the city's sports spirit.
90 FROM OUR HERITAGE
ASICS's legacy lives on, transcending time.
100 OPINION: BRENDAN DUNNE
Complex Network general manager Brendan Dunn says ASICS's uniqueness comes from its ability to navigate the subtle sensibility between scarcity and accessibility.
106 FORERUNNERS
Hear from key figures in the fashion industry, each with their own unique style, about ASICS' strengths and their reinterpretation of ASICS shoes.
118 COLLABORATION
Representative collaborative products that offer a new perspective on ASICS.
122 VIEWS
A representative of a sneaker specialty store, a fashion select shop, and a resale platform discusses ASICS' aesthetics and market positioning.
130 SPIRITS
Five creators who have close relationships with ASICS in sports, fashion, and design, and who draw inspiration and motivation from their lifestyles.
146 BRAND STORY
The story of ASICS's growth, inheriting the deep-rooted brand heritage while evolving with a sensibility befitting the times.
152 INTERVIEW: YASUHITO HIROTA
Asics CEO Yasuhito Hirota shares his thoughts on Asics' success strategy and vision.
158 KOBE TOKYO
The brand's two bases, connecting tradition and the future: the Kobe and Tokyo offices.
164 SOUND MIND, SOUND BODY
Brand campaigns and communications that encourage a healthy body and mind.
168 DIGEST
ASICS's achievements and interesting figures in the sports industry that prove the brand's strength.
171 OUTRO
08 PUBLISHER'S NOTE
12 ASICS PEOPLE
ASICS users met in Seoul, Tokyo, and Paris
18 OPINION: TOSHIKAZU KAYANO
Legendary designer Toshikazu Kayano, who has told an emotionally stimulating design story with his eponymous running shoe series.
24 ARCHIVE HALL
An archive hall where you can experience the diverse shoes and culture that ASICS has accumulated since its founding.
30 REFLECTION
A lifestyle shoe inherited from performance running shoes: A comparison of the two models reveals the brand's legacy.
38 INSTITUTE OF SPORT SCIENCE
The Sports Science Research Institute realizes and proves its brand philosophy through activities such as accumulating experimental data and developing materials and technologies.
46 BEAUTY FROM FUNCTION
Gel cushioning system symbolizing technological prowess and advancement
50 INSIDE TALKS
How our SportsStyle team members, with a deep love for sports and style, wear, talk, and live.
56 OPINION: GO SUZUKI
Go Suzuki, global head of the Sports Style Team, says that dedication to sports is the secret to perfecting ASICS' unique lifestyle wear.
62 REDEFINE
Sports style defined by those who lead team members in the entire process from product planning to sales of lifestyle wear.
70 ALWAYS EVOLVING
ASICS products are constantly evolving by fusing sports technology and heritage.
82 PLATFORM
The Harajuku flagship store and Run Tokyo Marunouchi store serve as stops reminiscent of the city's sports spirit.
90 FROM OUR HERITAGE
ASICS's legacy lives on, transcending time.
100 OPINION: BRENDAN DUNNE
Complex Network general manager Brendan Dunn says ASICS's uniqueness comes from its ability to navigate the subtle sensibility between scarcity and accessibility.
106 FORERUNNERS
Hear from key figures in the fashion industry, each with their own unique style, about ASICS' strengths and their reinterpretation of ASICS shoes.
118 COLLABORATION
Representative collaborative products that offer a new perspective on ASICS.
122 VIEWS
A representative of a sneaker specialty store, a fashion select shop, and a resale platform discusses ASICS' aesthetics and market positioning.
130 SPIRITS
Five creators who have close relationships with ASICS in sports, fashion, and design, and who draw inspiration and motivation from their lifestyles.
146 BRAND STORY
The story of ASICS's growth, inheriting the deep-rooted brand heritage while evolving with a sensibility befitting the times.
152 INTERVIEW: YASUHITO HIROTA
Asics CEO Yasuhito Hirota shares his thoughts on Asics' success strategy and vision.
158 KOBE TOKYO
The brand's two bases, connecting tradition and the future: the Kobe and Tokyo offices.
164 SOUND MIND, SOUND BODY
Brand campaigns and communications that encourage a healthy body and mind.
168 DIGEST
ASICS's achievements and interesting figures in the sports industry that prove the brand's strength.
171 OUTRO
Detailed image
Publisher's Review
■ Magazine 《B》
It is a brand documentary magazine that introduces one balanced brand per issue.
Anyone interested in the brand can easily see it, as it contains the brand's philosophy, hidden stories, emotions, and even culture in a sensuous manner.
Founded in November 2011, it has introduced over 90 brands to the world, covering fashion, lifestyle, tech, and urban areas.
(www.magazine-b.com)
■ 7 key points to watch out for in this book
ㆍBehind the scenes with legendary designer Toshikazu Kayano, who represents ASICS.
Toshikazu Kayano is the person who introduced the Gel Kayano series, which is now ASICS's flagship product, to the world about 30 years ago.
By infusing emotion and storytelling into performance sports shoes, they created uniquely designed shoes such as the 'Gel Saga' and 'Gel Kinsei'.
We spoke to him, who has worked at ASICS for nearly 40 years, about the brand's long history and the hidden stories behind its product design.
ㆍAn archive hall where the brand's history lives and breathes
The Archive Hall, created to preserve and pass on the brand's heritage, displays approximately 4,000 shoes, ranging from basketball shoes produced in the company's early days to the latest running shoes.
It's like a museum with a collection of various materials, including not only products but also marketing materials and Olympic-related records.
We are revealing the secrets of the archive hall, which was previously hidden behind a veil, as only staff and officials are allowed to enter.
ㆍStyling know-how for each lifestyle suggested by ASICS users
ASICS Sportsstyle is a category where ASICS, a traditional sports brand, reinterprets its existing functional shoe lineup with a modern sensibility.
We offer products that combine functionality and style to help you enjoy a more active lifestyle.
From skateboarders and runners to designers and stylists, ASICS users from various fields shared their ASICS styling tips that fit their lifestyles.
ㆍA global fashion creator who solidified the status of ASICS sports style.
The collaboration between Bulgarian menswear designer Kiko Kostadinov and ASICS Sportstyle created a sensation and was a significant milestone in ASICS' rise to prominence in the fashion world.
Designer Cecilie Bahnsen, who pursues the romantic sensibility of Copenhagen; Shigeyuki Kunii, creative director of Mita Sneakers, who is called a pioneer of Japanese sneaker culture; and CP, who develops fashionable sportswear with a brand DNA similar to ASICS.
Even Lorenzo Osti of the company.
We asked designers leading the global fashion scene about their reinterpretations of ASICS.
ㆍA philosophy that permeates the entire brand, from corporate culture to marketing.
You will find the phrase “A healthy mind resides in a healthy body” throughout the book, which became the brand’s core philosophy when ASICS was founded.
The deeply rooted corporate philosophy and brand spirit can be seen not only in the brand marketing campaign, but also in the daily lives of employees enjoying various sports at the Kobe headquarters' indoor gymnasium, "Atrium."
From sports science to everyday life, ASICS' technological evolution
ASICS's signature cushioning technology, 'GEL', goes beyond its original shock-absorbing technology and functions as a symbol that completes ASICS' iconic style through color and shape.
We reveal the history and uses of gel, as well as the brand's internal R&D organization and the technical research and experimentation process of the Sports Science Research Institute.
It is a brand documentary magazine that introduces one balanced brand per issue.
Anyone interested in the brand can easily see it, as it contains the brand's philosophy, hidden stories, emotions, and even culture in a sensuous manner.
Founded in November 2011, it has introduced over 90 brands to the world, covering fashion, lifestyle, tech, and urban areas.
(www.magazine-b.com)
■ 7 key points to watch out for in this book
ㆍBehind the scenes with legendary designer Toshikazu Kayano, who represents ASICS.
Toshikazu Kayano is the person who introduced the Gel Kayano series, which is now ASICS's flagship product, to the world about 30 years ago.
By infusing emotion and storytelling into performance sports shoes, they created uniquely designed shoes such as the 'Gel Saga' and 'Gel Kinsei'.
We spoke to him, who has worked at ASICS for nearly 40 years, about the brand's long history and the hidden stories behind its product design.
ㆍAn archive hall where the brand's history lives and breathes
The Archive Hall, created to preserve and pass on the brand's heritage, displays approximately 4,000 shoes, ranging from basketball shoes produced in the company's early days to the latest running shoes.
It's like a museum with a collection of various materials, including not only products but also marketing materials and Olympic-related records.
We are revealing the secrets of the archive hall, which was previously hidden behind a veil, as only staff and officials are allowed to enter.
ㆍStyling know-how for each lifestyle suggested by ASICS users
ASICS Sportsstyle is a category where ASICS, a traditional sports brand, reinterprets its existing functional shoe lineup with a modern sensibility.
We offer products that combine functionality and style to help you enjoy a more active lifestyle.
From skateboarders and runners to designers and stylists, ASICS users from various fields shared their ASICS styling tips that fit their lifestyles.
ㆍA global fashion creator who solidified the status of ASICS sports style.
The collaboration between Bulgarian menswear designer Kiko Kostadinov and ASICS Sportstyle created a sensation and was a significant milestone in ASICS' rise to prominence in the fashion world.
Designer Cecilie Bahnsen, who pursues the romantic sensibility of Copenhagen; Shigeyuki Kunii, creative director of Mita Sneakers, who is called a pioneer of Japanese sneaker culture; and CP, who develops fashionable sportswear with a brand DNA similar to ASICS.
Even Lorenzo Osti of the company.
We asked designers leading the global fashion scene about their reinterpretations of ASICS.
ㆍA philosophy that permeates the entire brand, from corporate culture to marketing.
You will find the phrase “A healthy mind resides in a healthy body” throughout the book, which became the brand’s core philosophy when ASICS was founded.
The deeply rooted corporate philosophy and brand spirit can be seen not only in the brand marketing campaign, but also in the daily lives of employees enjoying various sports at the Kobe headquarters' indoor gymnasium, "Atrium."
From sports science to everyday life, ASICS' technological evolution
ASICS's signature cushioning technology, 'GEL', goes beyond its original shock-absorbing technology and functions as a symbol that completes ASICS' iconic style through color and shape.
We reveal the history and uses of gel, as well as the brand's internal R&D organization and the technical research and experimentation process of the Sports Science Research Institute.
GOODS SPECIFICS
- Date of issue: June 16, 2025
- Page count, weight, size: 180 pages | 464g | 170*240*12mm
- ISBN13: 9791193383261
- ISBN10: 1193383269
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