Asics

Asics: The story of a Japanese legend that went global

You see, when we talk about Asics , we're talking about much more than just a sneaker brand. It's the story of a Japanese company that has revolutionized the world of sports since 1949. Founded by Kihachiro Onitsuka, the brand takes its name from the Latin acronym "Anima Sana In Corpore Sano" (a healthy mind in a healthy body). Honestly, that sets the bar pretty high, doesn't it?

The thing is, Asics has always had this ultra-technical approach. Where other brands focused on style, they concentrated on innovation. And guess what? This obsession with performance allowed them to create silhouettes that are now huge hits in global sneaker culture.

The evolution of a technical brand into a lifestyle icon

The 90s and 2000s were Asics' golden age in running. The Gel Kayano 14 arrived in 2008 with its revolutionary Gel technology that absorbed shocks. But the real game changer was when sneaker culture embraced these technical models and transformed them into lifestyle pieces.

You know what's crazy? These men's and women's performance sneakers have become streetwear must-haves. The Gel NYC, for example, blends the heritage of the Gel Nimbus 3 and the Gel MC-Plus V to create a completely new silhouette that's making waves today.

The models that have made history

• Gel Lyte III (1990) - The first with the split lacing system
• Kayano Gel (1993) - Technical innovation that still endures
• Gel 1130 (2008) - The Y2K's triumphant return
• Gel NYC (2020) - The hybrid that appeals to Gen Z

The collaborations that changed everything

Let's get straight to the point: Asics collaborations are serious business. Kith with Ronnie Fieg was a true pioneer in this area. Their releases like the Gel Kayano 121 Kith Paragon or the Gel Kayano 121 Kith Voyage demonstrate how to transform a technical runner into a coveted item.

But that's not all! Collaborations with Sneaker Politics, like the Gel Kayano 14 Just Say No, prove that Asics knows how to partner with the right boutiques to create true collector's items. And we can't forget the bold projects like the Gel Cumulus 16 Toga , which pushes the boundaries of design.

The impact of Invincible

The collaboration with the Taiwanese shop Invincible deserves a closer look. Their Gel Nimbus 101 HTTP 404 Blue plays with web design conventions to create something completely original. That's Asics' strength: knowing how to adapt to the trends of each era while maintaining its core technical identity.

Asics today: between heritage and modernity

Today, Asics is perfectly riding the wave of the dad shoe trend and the Y2K revival. Models like the Gel NYC White Glacier Grey or the Gel NYC Cream Arctic Sky are a hit with new generations who are rediscovering these chunky silhouettes.

Asics' genius lies in having maintained its technical identity while becoming accessible to the general public. Whether you're looking for men's sneakers for a streetwear look or women's sneakers to mix sport and fashion, their catalog has you covered.

Our selection at Geturrick

We've selected the most sought-after colors right now. You'll find classics like Gel NYC Black for a minimalist look, or bolder shades like Gel NYC Terracotta Cream that brings that coveted vintage touch.

And then there are the more technical pieces like the Gel 1130 White Restful Teal which recalls the brand's running heritage while fitting into current trends.

Why is Asics so successful?

Frankly, Asics' success in sneaker culture isn't a coincidence. First, there's their technical authenticity. Unlike other brands that offer sport-inspired designs, Asics embodies true sporting heritage. Their technologies, like Gel and FlyteFoam, are tangible products developed for performance.

Then there's that very particular aesthetic. Those organic shapes, those multiple panels, those colours often inspired by nature... Asics has developed a unique visual language that is recognizable at first glance.

And let's face it, their prices are still more affordable than some other premium brands. With Nike or Air Jordans , you can quickly blow your budget. With Asics, you get access to quality pieces at the best prices on the market.

The future of Asics

The brand continues to innovate while respecting its heritage. New versions of their classics, such as the recent iterations of the Gel 1130 , show that they know how to evolve their designs without altering their essence.

And with the rise of the Asian market and the growing influence of Japanese streetwear, Asics is perfectly positioned to continue its ascent. Their collaborations with brands like Supreme and other streetwear players open up new creative avenues.

How to choose the right Asics?

Choosing a pair of Asics really depends on what you're looking for. For a first purchase, the Gel NYC remains a safe bet with its many available colors. If you want something more technical, consider the Gel Kayano 14, which offers a perfect balance between performance and style.

For collectors of rare pieces, our exclusive collaborations, such as those with Kith or Invincible, represent sound investments. These models generally appreciate in value over time and remain benchmarks in sneaker culture.

At Geturrick, we ensure that every pair is 100% authentic thanks to our rigorous authentication process . So you can cop with complete confidence, knowing you're getting deadstock verified by our experts.

So, ready to join the Asics family? Whether you're drawn to a discreet NYC or a collaborative Kayano, you're choosing a brand that has stood the test of time without losing its appeal. And that's pretty rare in the sneaker world!