Founded in Kobe in 1949 as Onitsuka Tiger, ASICS now represents the forward-looking face of modern, metropolitan Japan. The entire collection of sports-inspired shoes, apparel and accessories reflects the innovative, original spirit of the brand. After continuous dialogues with top athletes, founder Kihachiro Onitsuka began manufacturing basketball shoes in the first place, but soon added a variety of Olympic styles used by athletes throughout the 50s, 60s and 70s. In 1977, the company was renamed ASICS (an acronym of the Japanese phrase "Anima Sana In Corpore Sano" which means "a sound mind in a sound body") after Onitsuka Tiger merged with GTO and Jelenk to originate more technology-orientated shoes branded by the dynamic Tiger Stripes. Nowadays the company is synonymous with super-smart yet fuctional retro fashion based on an authentic background.