ASICS Corporation (Japan) and ASICS America Corporation, the North American Subsidiary, announced the debut
of a freshly updated brand logo, reflecting the momentum of the brand with a faster, more modern feel and a slogan that revisits ASICS' roots. The new corporate slogan 'Sound Mind, Sound Body' stems from the meaning behind the ASICS acronym, Anima Sana In Corpore Sano, which translate to, A Sound Mind in a Sound Body.
'Sound Mind, Sound Body' encourages exercise as a lifestyle to promote total wellness of mind, body and spirit. Encouraging people to lead more active, healthier lifestyles is the driving goal behind this campaign,
whether it is as simple as a nature walk or as challenging as running a marathon. The new logo and slogan will be incorporated on all product and marketing elements.
ASICS founder Kihachiro Onitsuka believes that an active lifestyle is key to a strong mind, heart and community. In 1949, he set out to create a shoe company, making shoes in his living room and selling them door to door in his native Kobe, Japan. Today, ASICS is a global company, known for running shoes, yet reminds consumers around the world
that Mr. Onitsuka started the company to promote a healthy active lifestyle.
“Globally, we feel like this is an appropriate time to update the ASICS brand mark. We wanted the slogan to represent the momentum, increased visibility and success the company is going through right now,” says
Gary Slayton, VP of Marketing for ASICS America Corporation.
