ASICS is well-known as the premier manufacturer of running shoes in the world. This is the result of a long tradition of engineering athletic shoes for sport-specific purposes. ASICS makes running shoes for every kind of runner. The famous GEL-Kayano, the best-selling 2100 series, and the 1100 series are in the structured cushioning category, for runners who pronate slightly yet demand excellent cushioning. The GEL-Nimbus is recognized as the industry's top cushioning shoe. The GEL-Evolution and GEL-Foundation are motion control shoes that are excellent choices for overpronators. It is this very dedication to meeting the most specific needs of athletes that is the foundation of ASICS. (The company began in 1949 as Onitsuka Tiger, and was re-named ASICS when Onitsuka merged with two other firms in 1978.) Many of the Onitsuka Tiger offerings from years past have been reissued for the casual sneaker market with tremendous success. This success is a direct result of this, as high-profile world-class athletes wore Onitsuka Tiger shoes in competition. It was only a matter of time before Onitsuka Tiger made its mark in the world of streetwear and popular culture.
In Quentin Tarantino's 2003 epic "Kill Bill Vol. 1", the story's heroine (played by Uma Thurman) was outfitted in a costume similar to Bruce Lee's "Game of Death" outfit as an homage during a key set piece... complete with the Onitsuka Tiger shoes. (In the film's sequel, Thurman can be seen wearing a white variation of the same shoe with blue and red stripes.) Since then, the visibility and enduring cache of cool has compounded for Onitsuka Tiger. The original mission of Kihachiro Onitsuka remains with the output of ASICS' sport-specific footwear, notably revered for their world-class running shoes.
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