In order to capitalize on ASICS growing momentum from an increased presence in the global sporting goods arena, ASICS TIGER Corporation of Irvine, California, a subsidiary of ASICS Corporation of Kobe, Japan, has changed its name to ASICS America Corporation.
ASICS began as one man's dream over 50 years ago and now has become a global leader in the sporting goods industry. Kihachiro Onitsuka founded Onitsuka Tiger in 1949 in Kobe, Japan. His vision for the company was to inspire the country's youth to gain a healthier more positive lifestyle through sport that would foster a stronger sense of community. So he started making athletic shoes in his living room and set out to change the future one step at a time. In 1977, Onitsuka Tiger merged with two other companies to become ASICS, which is an acronym for the Latin phrase, “Anima Sana in Corpore Sano” which translates in English to “A sound mind in a sound body.”
Today, ASICS continued success in the United States is one of the driving forces behind the globalization of the ASICS brand. “ASICS Tiger Corporation has been growing steadily and has been consistently gaining market share, outpacing the industry trends,” touts Richard Bourne, President and Chief Operating Officer of the newly named ASICS America Corporation. “This move will further define ASICS worldwide quest to continue the pursuit of Mr. Onitsuka's dream of uniting people in the world through sport. We are proud to be a part of that goal.”
The corporation's name change in the United States coincides with changes to a number of the other ASICS subsidiaries throughout the world. ASICS America Corporation will continue to manage all business in the United States, as well as North, Central and South America.