ASICS Products: Brief Overview of Company

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ASICS is a sports enthusiast company which was founded in 1949, that specializes in athletic gear. The company is known internationally for its research and development for athletic gear, most notability their running shoe. ASICS motivation when developing their line of running shoes is built around the idea of incorporating technological advances, that allow the runner to perform at their full potential and possibly even push beyond their limits. This approach is very important to ASICS because they believe that this meets their mission in bringing harmony and balance to the body and soul.
Product Description
ASICS differentiates themselves from other shoe companies through their mission, and product development. ASICS means Anima Sana in Corpore Sano, which is Latin, and means a sound mind in a sound body. This is ASICS first effort in differentiate their mission from other companies. The second focus area for ASICS is their dedication to the anatomy of the running shoe. In general there are 11 main parts of a running shoe’s design and ASICS has decided to narrow their focus to five areas specifically. The ASICS’ shoe design uses a lot of varied material that are updated from advancements in technologies. ASICS also focuses on different levels of comfort and cushioning to suit many athletes. The company may use a GEL cushioning for absorbing shock or they may use a material like FluidAxis, which help support movements in the ankle, and foot. ASICS also has a number system on the shoe that helps runners decide the level of running shoes needed. The higher the number the more advance the shoe.
Product Evolution
This type of product differentiation has helped the running shoe evolve over time. At first ASICS and the runni...

... middle of paper ...

...t is still a natural running shoe, but fits better with the company’s mission statement in bringing harmony and balance to the body and soul. This company was able to produce a product that satisfies the new trend, and would serve the customer. The end item was a product more than just a natural running shoe, but a shoe that incorporated the most important bones in the human foot for a better body experience, and peace of mind.

http://www.runningshoesguru.com/2012/10/preview-asics-gel-lyte-33-ii/

Works Cited

http://www.livescience.com/8053-running-shoes-changed-humans-run.html

http://www.asics.co.uk/running-advice/preparation/what-is-natural-running-explaining-the-new-phenomenon

http://www.runningshoesguru.com/2012/10/preview-asics-gel-lyte-33-ii/

http://honeywerehealthy.blogspot.com/2013/09/asics-running-shoe.html

http://www.asicsamerica.com/about-asics

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