This GEL-LYTE® V sneaker draws inspiration from the Japanese phrase “Godai,” and how it references the five elements in Japanese philosophy. Source: Sportstyle Collections | ASICS While not exactly tied to Avatar the Last Airbender, this collection from ASICS does have a natural alignment to the classic animated series. With a reboot in the works…
All companies are fighting Nike whether they want to or not. This makes a dialogue about a new product easier to create. In this instance, Nike, by allowing Roger Federer to walk away to Uniqlo and On-Running, opened up the opportunity for growing within the tennis market. ASICS has been a long-time sponsor of the…
Onitsuka Tiger Brand Ambassador Willow Smith Source: OnitsukaTiger × Willow Smith | Onitsuka Tiger United States The Fresh Prince has an Air Jordan Sneaker, the Retro 5. The Fresh Prince is not Will Smith. Will Smith is a business person and an entertainer. Last year a strange collaboration took place and I questioned why Will…
Onitsuka Tiger AUTUMN WINTER 2019 Brand Campaign. Source: AUTUMN WINTER 2019 | Onitsuka Tiger US ASICS and Onitsuka Tiger are comparable to Nike and Jordan Brand. They are the same company, but they aren’t. There is one glaring difference in comparing these two businesses, while Jordan Brand has more of a lifestyle aesthetic in their…
Will Smith is forever linked with Jordan Brand via his Fresh Prince time, but that doesn’t mean that Will is a Jordan Brand endorser, does it? Without an official ‘signing’ of Will Smith this has left the legendary actor in a position where he can use his growing social media platform to deliver eyes to…
If there is one thing evident in the running world, when a trend happens, everything shifts. A few years ago the rage was neutral trainers and shoes built to move runners towards forefoot striking. Brands like Newton capitalized on this gaining considerable ground with their “lugs” technology. About ten years ago there was an…
ASICS shoe designers share an inside scoop on the making of the revolutionary METARIDE™ shoe. Source: Behind the Design: METARIDE™ Technical running is the one area where consumers won’t balk at the price of a shoe. Actually, that’s not true. Jordan Brand retros are casual shoes and the price ranges from 160 – 500 dollars…
Onitsuka Admix Runner is one part trail, one part fashion, one part skate and dad shoe remixed. ASICS treats its international market with more favor than the U.S. and understandably so. When the DOJO pack dropped I was excited, but the shoe has languished on shelves partly because the sales lead at stores honestly didn’t…
Onitsuka Tiger U.S. | SPRING SUMMER 2019 Brand Campaign Source: SPRING SUMMER 2019| Onitsuka Tiger US ASICS delivers a short clip focused on their upcoming offering for the spring and summer. One set captures me without fail and that’s the Enter the Dragon look in this collection. That style initiated in 2018 with the DOJO…
In my prediction for ASICS at the beginning of this year I said that this was the brand to watch. While ASICS hasn’t been able to put together the moves I thought they should to really make a move this year, they are doing some very, very good work in both retro footwear, performance…
ASICS has been one of my favorite brands this season. Via a number of performance related concepts the brand has positioned itself as one of the best athlete centered companies in the sneaker landscape. In tennis they’ve made history in signing their first Chinese woman athlete in Zhang Shuai, and their Mental Training Track raised…
ASICS TEAMS UP WITH CHINA TENNIS CHAMP ZHANG SHUAI FIRST FEMALE CHINESE TENNIS PLAYER TO JOIN TEAM ASICS While it would be easy to discuss LeBron to the Lakers, there are brands making small moves to build a connection to the niche areas of athletics. Zhang may have taken an L today at…
Source: GEL-Mai RB The Gel Mai resurfaced last year. The response hasn’t been very warm, at least in my city, but I think in this trend of dad shoes, the model offers a less obnoxious alternative and captures a few elements that I think are dope. ASICS has brought a new model out in the…
TOP ATHLETES RUN A ‘MENTAL MARATHON’ TO SHOW THAT MENTAL STRENGTH IS AS IMPORTANT TO ATHLETIC SUCCESS AS PHYSICAL FITNESS I’ve been making it a consistent point in reaching out to brands to remind them that listening to data from those who don’t participate in sports, and those who don’t actually sell the products, could…
CNF is a nano-sized ultra-fine fiber that is one-fifth the weight of steel but five times stronger. It can be made from almost any kind of plant biomass, making it an extremely abundant resource. I recently wrote about the Gel-Kayano celebrating its 25th update, but in my haste to celebrate one of the best…
Source: https://www.onitsukatigermagazine.com/?p=66083 To celebrate the 100th Anniversary of ASICS founder Kihachiro Onizu the brand is honoring his greatest influence, the Sunflower. The three pack release arrives with a beautifully crafted video explaining the ASICS founder’s concept of “a healthy spirit in a healthy body” which translates from the Latin phrase, “ANIMA SANA IN CORPORE SANO” or…
I complain so often about what companies aren’t doing correctly I forget to look at when a company is performing in a manner that should be studied. ASICS has been doing an amazing job of reaching the customer where they are. In content creation the brand has 6 different digital footprints including an online magazine…
Source: Onitsuka Tiger Spring Summer 2018 Brand Campaign. https://www.onitsukatiger.com/us/en-us/ss-2018 ASICS is a performance brand. At the core of Nike is Onitsuka Tiger from which Nike and ASICS was born. I know it seems odd to make this statement, but I’m establishing that the performance brands of ASICS and Nike had at their creation Onitsuka Tiger…
ASICSTIGER and Japanese clothing brand BEAMS have teamed up to introduce their first jointly-named shoe. The GEL-MAI G-TX was inspired by two core focuses Asymmetry and Gore-Tex®, borrowing the asymmetry of the original GEL-MAI and a colour scheme of birch and dark forest for a camouflage appearance. Constructed with a suede upper and mini-ripstop fabric the shoe…
Many footwear companies realize that giving your business over to social media is a balancing act. While access and connectedness is a driver of growth and engagement, it can also lead to some very difficult interactions with consumers who feel that they are owed and that the brand is there to cater solely to their…
ASICS CELEBRATES THE 20TH ITERATION OF THE GEL-NIMBUS™ If the geek in you doesn’t look up when you hear Nimbus, I’m afraid you’re not really that geeky. Either that or you didn’t read Harry Potter. Harry’s gift from his godfather (extra points if you can name Harry’s godfather) was this item used in Quidditch?…
Source: Holiday Event | ASICS Tiger United States It’s a wonder why anybody would pay full price for any pair of kicks right now. 55 dollars on a pair of kicks is employee discount territory. It’s one thing to liquidate inventory, but this is bonkers. I’m not complaining and neither should you. You get…
