Onitsuka History

The founder of the now well-known shoes and apparel brand ASICS had already led an adventurous life, when in 1949, at the age of 31, he entered a new phase in his life. After years in the military and having worked for a company who bought and sold beer on the black market, Onitsuka decided that sports could play an important role in rebuilding the self-esteem of the youngsters in Japan. He learned how to manufacture shoes and founded Onitsuka Co Ltd. It was the start of a company that would develop into one of the five largest brands in the world market of sports shoes. Preparing for the 1972 Sapporo Winter Olympics, GTO, manufacturer of sportswear and nets, Jelenk, manufacturer of knit wear and Onitsuka built a regional sales office together on a piece of land near Hokkaido.It turned out to be the starting point of a historic merger that made an old dream of Kihachiro Onitsuka, a complete sporting goods company, come true. After years of negotiations the deal was finalised towards the end of 1976. In 1977 GTO, Jelenk and Onitsuka merged to form a new, strong and progressive enterprise. To find an appropriate name for their new company, the founders turned to the Ancient Romans and found an old Latin phrase: Anima Sana In Corpore Sano (a sound mind in a sound body). The world of sports welcomed a new, promising name: ASICS