“ASICS was born at a special moment in history, just after World War II, in a Japan that was struggling. Since its inception, the company’s wish has always been to enable as many people as possible to practice sports and to feel better because of it.” The words of ASICS Brand Trainer Team Lead Giuliano Zezza are not just an introduction to the ‘Celebration of Sport’ collection; they are the definition of a company philosophy that has changed outward forms over time – thanks to a relentless pursuit of technological progress – but never abandoned its true substance.

Where the Anima Sana continues to channel into the Corpore Sano, the celebration of sport is a tangible ideal. ‘Move Your Mind with ASICS,’ ‘Free Your Mind with ASICS’ is a message conveyed through a range of products shaped as much by age-old Japanese culture as contemporary scientific research. From 1949 to the present, the ASICS essence has always danced in step with both the pursuit of cross-cultural well-being and technological progress, inscribing an endless haiku inspired by both sensory and material study. “We are a historic brand, and we have a very important heritage,” explains Giuliano Zezza, “Our vision is very product-oriented, and the research needed to develop that to the fullest. We rely on our Institute of Sport Science in the city of Kobe, Japan, where all our products are designed and tested. The ISS allows us to make a difference in the marketplace, but Japan means much more to ASICS than this futuristic hub – it is in our DNA, the cornerstone of the company’s vision. Kaizen and Omotenashi, for example, represent two concepts that have seeped into the brand’s philosophy. The former stands for continuous improvement, the latter for hospitality and mindfulness. We want to care for every consumer, creating footwear suitable for as many athletes, enthusiasts, speeds, terrains, and supports as possible. Kaizen and Omotenashi, then, also embody relationships within the company and the bonds between the various employees….”

The balance of body and mind passes through Kobe’s labs, certainly, but also through the absolute awareness of sports and physical activity as a means to improve lives, Giuliano Zezza says. After all, performance and personal best can go hand-in-hand with calmness and comfort, as demonstrated by the modern revolution of the Superblast 2 and the new features of the iconic Gel-Nimbus 26 and Gel-Kayano 31: model-manifestos of the special ‘Celebration of Sport’ collection, which we saw on the feet of ASICS FrontRunners Riccardo De Anna, Cecilia Sabbadini and Thierry Adjetey. “This is our international community, made up of runners of various levels, which is very important for us because we can better understand the contemporary world of running. ASICS FrontRunners are our ambassadors and testers. By testing shoes every day, their feedback is very important to us because it helps us improve. We want ASICS consumers to continue to feel safe and good about themselves. Comfort definitely helps clear the mind and pursue the goal of all-around personal health. Only specific products can give runners the right comfort, which is why we periodically improve our most iconic shoes. At the same time, we are definitely expanding the number of our models, trying to provide the right shoe for every need.”

“ASICS wants to give everyone the opportunity to play sports in the best way possible, from pros to amateurs,” Zezza concludes, coming full circle to that ethical path embarked upon by his company in the mid-nineteenth century. Today, we see that path transposed in the ‘Celebration of Sport’ collection. “Inclusiveness is and always will lie at the heart of our choices.”