ASICS Shoes-Can a Record Past Performance Guarantee Future Success?

Case Code: BSTR686 Case Length: 14 Pages Period: - Pub Date: 2024 Teaching Note: Available

Price: Rs.500 Organization : ASICS Corporation Industry : Textiles & Apparel Countries : United States Themes: Branding Strategy, Global Strategy International Marketing,Marketing Strategy

Abstract Case Intro 1 Case Intro 2 Excerpts

A Note on ASICS

ASICS was founded by Kihachiro Onitsuka (Onitsuka) in Kobe, Japan, in 1949. Initially, the company was called Onitsuka Co., Ltd and had two employees with 300,000 yen as an initial investment. The name ASICS was an acronym for ‘Anima Sana In Corpore Sano’, a Latin quote which meant ‘A Sound Mind in a Sound Body’. In 1950, Onitsuka introduced a basketball shoe, which became the first athletic sports shoes to be made by the company. In the 1950s, manufacturing basketball shoes was very difficult and Onitsuka had achieved it after a lot of testing and trials with basketball players. A gradual improvement in the basketball shoe led to the introduction of the ‘Suction cup basketball shoe’ that had features such as turning, stopping, and dashing that were required for the game of basketball. A new subsidiary, Usui Meriyasu Works, was established in 1952 for the manufacture of basketball stockings and sportswear..

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