We Celebrate 30th GEL anniversary with ASICS: Historical Excursus

This article is the start of a series of materials within special project with ASICS Tiger celebratig 30th GEL anniversary and devoiting to brand history and as its significant stages as creating key technologies, becoming a street icon as well.


Excursus to the history.

Shattering defeat of Japan in war made its industry fall into decay and led to severe depression in youth, crash of imperial tradition ideals and, as a result, reorientating to the West’s cultural values. In this hard conditions Kihachiro Onitsuka made a decision to establish Onitsuka Co. Ltd. in 1949. He did his best to favour the post-war youth social hardships through cultivating love of going in for sports. Enunciated by sir Onitsuka motto, that was sounded as «Anima Sana In Corpore Sano», shaped the brand’s philosophy. The concept is still topical to the date.

Ab origin Onitsuka Tiger has been focusing on innovations and constant enhancement. So, progressive cooling system had been utilized in Magic Runner in 1959 and thanks to special cushioning material, considerable midsole improvements were made during next decade.

People toke up brand’s philosophy with great eagerly not only in Japan, but oustide of the country as well: brand had been well-known worldide by 1972. Onitsuka Tiger merged with GTO (sports and fishing goods manufacturer) and Jelenk ( knitted wear manufacturer) forming ASICS Tiger company in 1977. It was the next major stage of brand’s way. Then, two years later in 1979, ASICS Tiger launched its own research center given a powerful incentive to breakthrough technology development. Unconditionally, released in 1986, GEL technology was the major brand acheivement in this field and became a base for further innovations.

Let’s consider part of technologies, that Japanese brand has given to thousands of athletes and ordinary consumers worldwide.

  • TRUSSTIC technology – first time applied in Gel Kayano 2 foot support technology. It was genuine breakthrought for mid 1990s.
  • DUOSOLE technology providing lightweight runner construction.
  • IGS technology (Impact Guidance System) – foot pronation resistance system providing dynamic stability.
  • SpEVA material – sensetive material, wich is more absorbing and enduring as well, than traditional EVA.
  • BIOMETRIC FIT technology consiting in six point upper construction for ultimate fixation.
  • FLUID RIDE 2.0 technology – combination of ultra-light polymers, which provides reducing runner weight and enhancing of energy bounce.

There are many others innovations created from 1979 to our days and it indicates of constant laborious task of company and valuable contribution which brand made for industry. But read in our next article about GEL key technology eclipsed by its poularity all other brand’s achievments.


  

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