In 1949 Kihachiro Onitsuka took a good look around his native Kobe, Japan and came to a simple conclusion: the country's youth needed direction. They needed a healthier, more positive lifestyle, a new sense of community, optimism and awareness. The best way to accomplish this was through sport. In 1977, the Onitsuka Co. Ltd. became ASICS®. The name derives from Anima Sana In Corpore Sano. An old Latin phrase expressing the ancient ideal of "A Sound Mind in a Sound Body." Today, ASICS® continues to walk in Mr. Onituka's footsteps. ASICS® prides itself on building the finest products for the sports enthusiast. The rigorous technical and quality standards of the brand's athletic shoes, apparel and accessories are unmatched.