Case Study 1: ASICS
ASICS is a Japanese multinational corporation which produces footwear and sports equipment designed for a wide range of sports. It dates back to 1949 when Mr. Kihachiro Onitsuka began his athletic footwear company (Onitsuka Co., Ltd.) by manufacturing basketball shoes out of his living room in Kobe, Japan. He chose the name ASICS for his company in 1977, based on a famous Latin phrase “Anima Sana In Corpore Sano", which when translated expresses the ancient ideal of “A Sound Mind in a Sound Body. Since then ASICS has been producing innovative sports products, solutions and technologies to help athletes and active consumers achieve their goals.