Originally known as Onitsuka after its founder Kihachiro Onitsuka, ASICS was founded on the belief that fitness promotes a happy lifestyle. Originally benefiting from the distribution services of Nike, ASICS eventually had to find a way to compete with the swoosh. In recent years ASICS has benefit greatly from designers like Ronnie Fieg and boutique shops that often turn to ASICS silhouettes to create highly popular collaborations.

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