The Rise of Asics: How an Octopus Tentacle Led to a Running Shoe Empire

Asic's history dates all the way back to post World War II Japan. Which makes it one of the oldest footwear companies in the world. As some of you know already, the company was formerly known as Onitsuka Tiger (The company Phil Knight worked for before starting Nike) and was later named Asics. Asics & the Onitsuka make some of the most classic and finest sneakers in the world. Still to this day. In this video we cover the history of ASICS and discuss why the company's legacy is perhaps the most important of them all.
➤JOIN OUR PATREON: / nachoaveragefinds
➤OUR PODCAST: bit.ly/Sneaker-Enthusiasts
➤ FOLLOW BRYAN ON IG: urlgeni.us/instagram/bryan_me...
➤ FOLLOW NACHO ON IG: urlgeni.us/instagram/NachoAve...
*VIDEO EQUIPMENT WE USE*
➤ MAIN Camera: amzn.to/2Q5Ugod
➤ EVERYDAY Lens: amzn.to/2Ho7Dxb
➤ B-ROLL Lens: amzn.to/2Q9gNjH
➤ MAIN Mic: amzn.to/2EeQS5x
➤ VLOG Lens: amzn.to/2YCWizb
➤ BACKUP Camera: amzn.to/2VrgSAl
➤ BACKUP Mic: amzn.to/30noacb
➤ FAVORITE Lens: amzn.to/2Q5UYSh
➤ VOICEOVER Mic: amzn.to/2HmLsY7
🎬Video Editing Software We Use: bit.ly/AdobeCloudcc
Music by: share.epidemicsound.com/wp7gn
Additional music by Birocratic: bit.ly/2mr4iFZ
Business Enquiries: [e-mail]
SEND US STUFF! 👇
NachoAverageFinds LLC
1920 Hillhurst Avenue
Unit V980
Los Angeles, CA 90027
#asics #sneakerhistory #onitsukatiger

[@Sabundy]

Asics/Onitsuka Tiger does have a very interesting history. And I think most people really don't realise how important Asics has been to the history of sports shoes, and sports shoe branding in general. The founder of Asics could be said to be the father of modern shoe culture. And if there were no Asics then there would probably be no Nike.

[@NachoAverageFinds]

One of the most important brands ever 🙌

[@hald-matalongos]

more important that gucci or off white

[@Sabundy]

@@hald-matalongos by far

[@93SupaFly]

Without Onitsuka, there be no Nike.

[@Sabundy]

@@93SupaFly exactly. People forget that the founder of Nike got the idea for starting the company after visiting Japan, and the Onitsuka Tigers head office. Everything he saw and learnt is what inspired him to start Nike, and how to do it. It's truly the case that without Asics there probably would be no Nike.

[@aldrianca5328]

Hard to believe that Nike started out as a distributor for Onitsuka. Thanks for making this video and keep them coming!

[@NachoAverageFinds]

I know right!? Phil Knight is a beast.

[@SayAhh]

I can totally see how they derived the Swoosh from the ASICS 4 stripes (simplified and made it look different enough to not get sued). Just my theory.

[@Sabundy]

@@SayAhh you probably are not far off. At the very least the Asics tiger stripes gave him the idea that he needed a stand out symbol.

[@wtxohnthao2612]

I never heard about ASICS until I joined the Army in 2009. And ASICS has been my go to shoe since then. But I'm still surprised most shoe stores where I live still don't know what ASICS are.

[@CT37BN]

Best to describe Onitsuka Tiger is their humility and timelessness. The classic Onitsuka sneakers are always designed with simplicity and bare necessity in mind. They fit so comfortably well and the Ortholite insoles on them are superb. Top story there.

[@ROCKSTAR3291]

I've been wearing a pair of Asics Tiger Touch for 5 years, they're my daily shoes. I'm surprised how long they've lasted ! These are very affordable, super comfortable and great for any activities.

[@scottbergman8662]

When I got my first ASICS high school wrestling shoes, I never knew they could be so comfortable, tactile, and light. It’s been decades since I wrestled, but I still remember how much I loved those shoes.

[@andrewd7586]

I first wore ASICS/Tiger, actually ONITSUKA back in 1970 as a runner in Little Athletics Victoria, Australia! I still have my state medal winning shoes among my memorabilia!🤪👍🏼😎 My now grown up kids were surprised/shocked they even existed SOOOOOO long ago!🤣 Back in the 70’s they were a revelation for me being so comfortable & soooo damn light! I used to warm up pre race wearing heavy road shoes, or cross trainers then chucked these on!🚀👌🏼🇦🇺

[@austinobandito1102]

Love ASICS great comfort, and love the way a lot of the models look, got some kayanos and love them.

[@NachoAverageFinds]

Same here man! Love my Kayano 24s so comfy

[@Colleens-Corner]

I have a pair of Gel Contend 5's, and they're extremely comfortable. If I have to stand for the duration of my shift, I will wear them, because they're really soft and springy.

[@Schmeichel4ever]

Also a fan of asics. Unfortunately, I reside in canada where the shoe sizes online only go up to 9. US website always has sizes up to 15-16 but they don't ship to canada.

[@neogeo79]

I got 2x Kayano 5 360, I love these shoes. They feel like I'm walking on hydraulics. I'm looking at getting the quantum's

[@southerncross86]

I have Nimbus 19, 20 , 21 and 22 (two pairs). MOST COMFORTABLE SHOES EVER. THE GEL AND FOAM IS MAGIC DELICATE BOUNCING, THE TISSUE USED KEEPS YOUR FEET FRESH, NEVER PERSPIRING. THE ADVANTAGE OF JAPANESE TECHNOLOGY APPLIED TO SHOES

[@saltyjo7514]

I didn’t know Nike came from the guys who kinda “betrayed” Asics....

[@SamirMishra6174]

No they did not, in fact in it was an Onitsuka executive who started tried to undercut Nike, it fact Phil Knight had to plan to even start manufacturing shoes before that. If you are curious, read the book " Shoe Dog" by Phil Knight and other independent sources.

[@goosebumps2048]

Incorrect. Pure speculation. Nike literally took Onitsuka Tiger shoes to a Mexican factory and asked them to produce the shoe with a different logo on it. They even used Japanese Onitsuka money to do so. And... Nike was born.

[@SamirMishra6174]

@@goosebumps2048 Ok, I may be mistaken here, do you have a source for this, if not that's ok too, I will research on my own, thanks for your comment. Give me food for thought. Cheers.

[@noinnurt]

@@goosebumps2048 And the first year, Nike sold rebadged (restriped?) Cortez, Road Runner and Marathon shoes. Nike's Bowerman designed the Tiger Cortez, but the other two shoes were Onitsuka designs.

[@entingkabesote2197]

@@SamirMishra6174 @Samir Mishra @Samir Mishra 😁 nike founder actually planing to build a shoe company from the start that's why they partnered with onitsuka(asics) because they had a hard time trying partnering with german shoe company, nike started as a distribution company name blue ribbon sports and they resell onitsukas

[@shivajisaha]

I read about Onitsuka in 'Shoe Dog'. But this video taught me 2 important things. 1. US-occupied Japan post WW2. 2. ASICS is actually a conglomerate of a number of companies. I knew Onitsuka was owned by ASICS but didn't know it was actually a 3-way merger. On a separate note, I absolutely love your videos. I think they are very well researched and you present it really well. Big fan, all the way from India.

[@NachoAverageFinds]

Thank you Shivaji! Man Shoe Dog was such an amazing read for me. I wish the book would’ve never ended lol it was so good! Thanks for the kind words

[@patrickr4762]

To add to that, didn’t know ASICS was an acronym for A sound mind in a sound body. The brand is the motto itself, pretty sick Imo.

[@MybeautifulandamazingPrincess]

Isn't Asics a brand of Onitsuka, just like Lexus is of Toyota

[@adriandanielroman3919]

Yo Brian, thanks for finally finishing and uploading your video about the history of Asics. We've been waiting years for that to happen and today was the big day, thanks.

[@NachoAverageFinds]

Thanks Adrian! Yeah man this was a big one for us. Our longest video ever

[@LinusFeynstein]

@@NachoAverageFinds do,you know the small but very good brands LUNGE and TOPO?

[@saltyjo7514]

When i was a kid, i ran in my school athletic events. I only had casual trainers which were really heavy. I thought “sports” shoes were just one type. The following year i got my dad to buy me a pair of light “sports shoes”. It was light as a feather and has got good traction. I didn’t know anything about brands etc but it had those iconic tiger stripes. I managed to win some medals!

[@marcosnasser287]

No Asics in collection at the moment, they deserve a spot...

[@NachoAverageFinds]

100% haha time to cop a black and yellow pair

[@EpilepticNinja24]

Gel Lyte III is God Tier Cop a pair. ( Sizing is little bit wierd so if you can , try them on or Return possibility)

[@deltapi6880]

@@NachoAverageFinds Im stickin with my fresh black and grey gt 1000's, just amasing

[@staccato04]

Definitely!!! One of my favorite shoe brand!

[@jarodgonzales61]

HIGHLY reccomend some delegation EX’s

[@xXcangjieXx]

Gotta love Mexico 66’s. Though the sole is so thin you can feel every pebble of gravel beneath your feet haha!

[@NachoAverageFinds]

Haha Sometimes that's actually desirable in running

[@adamismail2883]

@@NachoAverageFinds Barefoot running they call it

[@pedropereira3819]

So True !! My favorite model with the new sole it helps a little!

[@puntoni]

Perfect for driving a manual.

[@mirosawirzyk5247]

Pfff GSM are better... 😎😁😆

[@discardedideas]

the Gel Cumulus 24 is my favorite shoe of all time purely because of how comfortable walking in them is

[@edkeaton6360]

I love the ASICS brand. I own a black pair outlined with lime green around the lettering and stripes. They're very comfortable and stylish. I do plan on getting another pair really soon. Very interesting video. Thanks for sharing! 😎✌️🙏

[@whisperthebull6707]

Few people understand how much the Japanese love running. It’s a run-crazy country. Their Ekidens (long relay races) are legendary. I have run in ASICS since 1988 in high school. Currently run in the Glideride, Evoride and Gel Cumulus.

[@kalbotero9232]

Yessssss s s finally a an asics video 📸📸📸📸

[@NachoAverageFinds]

Our longest video to date ;)

[@DarrinLintz710]

My Asics Gel Saga Kill Bills get a lot of looks. Comfy af!

[@NachoAverageFinds]

Those are grails for me!

[@DarrinLintz710]

@@NachoAverageFinds I scored a DS pair for $70 on fb marketplace

[@aaronbear1623]

The dopest indepth short documentary of shoe culture. Period. El científico.

[@NachoAverageFinds]

Appreciate it brother!

[@joelman1989]

Thank you for covering. The tiger is a low key iconic silhouette and the Gel Lyte III is the most slept on staple sneaker ever.

[@pejroyal9115]

Just here to show some love! , dope video!

[@NachoAverageFinds]

Thanks Phillip! We appreciate it man

[@chawenhalo0089]

Still the most interesting sneaker channel out there. Live the way you put sneakers into historical and social context.

[@NachoAverageFinds]

Thank you for the kind words 🙏

[@henryorellana8205]

I remember you guys mentioning Onitsuka Tiger before, but didn’t know or at least remember that they turned into Asics. That’s really cool, I wonder why they aren’t seen very much though

[@NachoAverageFinds]

They’re huge in Asia. Thanks for watching Henry! Always happy to see you in the comments brother 💪💪

[@henryorellana8205]

@@NachoAverageFinds thanks for the awesome informative videos bro 💪 I appreciate all the work you guys put in

[@Sabundy]

@@henryorellana8205 I live in Asia and I can certainly say they are big in Asia. Especially Onitsuka Tiger I see people wearing them every day But also, being from South Africa I can also tell you that they are big in the Southern hemisphere countries such as South Africa, New Zealand, and Australia too because Asics are big sponsors of sports in these countries. Asics is quite prominent in Rugby 🏉 and Cricket 🏏. And keep in mind that Asics is the most popular running brand in Europe. More popular than Nike for running.

[@mikloridden8276]

Crazy how Onitsuka unknowingly gave birth to Nike. Wish more people knew that

[@Sabundy]

It's actually crazy how much people.....even sneakerheads....don't know. The history of Asics is pretty much the history of modern sports brands

[@TracyK6066]

I ran my last marathon in the ASICS Novablast! I also own a pair of the GT-2000’s for my training runs. Love ASICS.

[@Sabundy]

Same here.

[@93SupaFly]

finally history on onitsuka/asics

[@NachoAverageFinds]

Hope we came through 😎

[@jjvigilante]

ASICS motto inspired me. ASICS are one of the longest lasting shoes, back in the days when I was hardcore athlete and didn't have lots of funds, they used to be most expensive for me and last the longest, comfort, and overall great shoes. Have good memories about this company.

[@saisandeep1027]

Great great stuff brother!! I stumbled upon this channel while looking for information about Asics and I'm glad I did. Engaging, illuminating and grounded content delivery. Cheers!

[@DanielSzilagyi]

I'm glad you guys finally got around to doing some history on Tigers and Asics, they happen to be one of my favorite brands, and in particular, I own like 4-6 pairs ranging from the Ultimate 81's, Tai Chi, and Mexico 66's. The leather quality on the 66's is impressive, granted they tend to sell a bit more than most Nike's but it's really soft, supple, and overall well made but not suggested for people with really wide feet or someone who might be more heavy set since they offer almost no padding or cushion. Also quite true to size and since the leather is soft will expand so order for a more snug fit knowing they'll ease up. Love to see a video about Puma and the speed cat series and variations, I used to see some sick stuff from them like 15-20 years back

[@mohitmxr]

Thank you for always sharing such great knowledge.

[@NachoAverageFinds]

Our pleasure! Thanks for tuning in man 😎

[@amb11]

I simply cannot comprehend why your channel doesn’t have in excess of a million subscribers. Your content is superb quality and stands out alone amongst all the other trainer (AKA sneaker) and streetwear channels. I doff my cap to you. Please keep it up!

[@wilder7198]

That sneaker history vid was lit af 🔥 This is by far my favorite favorite channel 💯🧡

[@youngwings2640]

I’ve been waiting for this video for so long thank you guys

[@NachoAverageFinds]

Hope we delivered man! This is our longest video ever

[@mrb4211]

This is fascinating. Thanks for sharing 👍🏻👍🏻

[@amircastilla07]

Thanks for the video. Enjoyet learning about the history of Asics which is one of my favorite brands as a runner. Watching this from Belize.

[@betosneakers]

great video all ways coming with the sneaker history love it keep up the great work.

[@retardno002]

Yes! Liked before watching. Thanks for addressing this brand

[@qj8195]

Yo homie I gotta say your channel came across on the algorithm somehow and I been diggin' tf outta your content. Good nostalgia for folks of a certain age and knowledge for newer sneaker heads on what was hot. I had a pair of Asics that were dope af back in the day. Miss those shoes(and the Master P Converse from like '99)

[@harrytornado]

Great Vid, as always !

[@Chestermcfly420]

I love your videos I’m so glad when I looked at KZbin I saw a brand new sneaker video from you guys

[@NachoAverageFinds]

Hey Jon that makes my day bro 😎 thank you so much! -Bryan

[@fatherprime1397]

Recently got a pair of gel-lyte 3. Not an OG colourway but it's so good looking. 90s shoes has the best design of all time.

[@spliffspiegel834]

I feel like they could make a dope skating shoe if they wanted.

[@kaiison.]

Thank you for keep educating me

[@NachoAverageFinds]

Our pleasure. Thanks for watching Rayto

[@claudioutrera7233]

Super interesting one guys, your videos are gold!!! My most sincere thanks!!!

[@NachoAverageFinds]

Thank you Claudio! Means a lot man

[@danilonunez3831]

Love this channel. You guys are awesome! Keep doing the good work!

[@NachoAverageFinds]

Thank you Danilo. Your support means the world to us man

[@davidli7286]

love the history and story telling in your videos!

[@NachoAverageFinds]

Thanks David! Means a lot man

[@DylanLey]

Really interesting history of Onitsuka Tiger/Asics! Great history video as always!

[@NachoAverageFinds]

Thanks Dylan! 🙌🙌

[@joselito7776]

Very informative, said in a humble yet entertaining way. New subscriber here.

[@jaimieguzman76]

solid vid, as a big asics fan watching this informed me of a few notes i was unaware of. definitely subbing

[@radomu1]

Asics, or 'Ashikkusu' as it is pronounced in Japanese, is also a play on 'ashi', which means 'foot' in Japanese

[@ladyelect9274]

love these vids, thank u guys so much

[@NachoAverageFinds]

Thank you so much

[@zuology3437]

These videos keep getting better! This was a deep dive into a brand's history most don't know or care to dig into but is critical to sneaker-dom

[@NachoAverageFinds]

Thanks man! We try to improve every episode. Appreciate you!

[@alescalante491]

Good job on the video as always! As a Sneaker Enthusiast, these videos are appreciated!

[@NachoAverageFinds]

Thanks Al! Appreciate the support brotha

[@alescalante491]

@@NachoAverageFinds tu ya sabes brother!

[@021abreu]

Congrats!! Always good videos

[@NachoAverageFinds]

Thanks Daniel!

[@Unknowncurrancy]

Another good upload, thanks

[@TheLormania]

Nice one again mate, love the detail, love the editing. Quality as per 🤟🏼

[@NachoAverageFinds]

Thank you Lucas!! Really appreciate you taking the time man

[@DeeWells]

Great video! The fact that the soles were inspired by the tentacles on an octopus is dope. It’s amazing where inspiration can come from and the key is for us to remain open to it. Onitsuka runners are really light and comfortable; I’ve even rocked and played in Asics Gel basketball kicks, which were really comfortable right out of the box and I could feel the gel in the midsoles.

[@NachoAverageFinds]

My man Dee! Thanks for showing love and watching the video brother

[@jjisamu]

I love the video! I have the Bait x Bruce Lee Onitsuka, as well as some Asics Gel Lyte vs and 3s. The Kayano gets me a mile run. I have the Novablast now, and ALL these are great everyday lifestyle and athletic shoes! Keep up the great historical videos!

[@NachoAverageFinds]

Aw damn lucky! Those baits are super limited right? Thanks for watching Jay!

[@danielmorris738]

Yes!!! Been waiting for a video from my favorite sneaker aficionados... history x fashion

[@NachoAverageFinds]

Thank you Daniel

[@Mrilikepie]

awesome rundown of the whole history of asics

[@goldmankwezi]

Excellent video… On shot.. Instant sub! My first pair of ASICS (Kayano Gel 28) that I bought yesterday, brought me here. Looking forward to more.

[@johntrek187]

Asic Kayanos's are a close second to New Balance 992 centennial as best quality, comfortable, long lasting etc etc.

[@NachoAverageFinds]

I love Kayanos

[@jeffhuett101]

Got my all white leather Gel-Sights for $25 from a bin in a store called “Dirt Cheap”. I’ve managed to keep them clean over the years, and they’re still easily my favorites.

[@luisleiva6786]

"Anima Sana in Copore Sano", will be: Healthy Mind in Healthy Body or in Spanish Mente Sana, Cuerpo Sano.

[@likesneaker3238]

An absolutely great video explaining OT and Asics, subscribed now! I did an amateur review on the Mexico 66 'Bruce Lee' Yellow & Black! Keep up the good work!

[@thirdiemanuel8599]

You almost completed all of the shoe brands history keep it up guys vids like this can benefit the next generations

[@Shaggy91ra]

Great videos Just hope there would be more

[@v1ctor684]

Great vid!

[@NachoAverageFinds]

Thank you Victor!

[@RyeIcatar]

Quality sneaker content! And these 3 words rarely appear together when you describe shoetubers nowadays. Respect my brother! 🙏

[@NachoAverageFinds]

Thanks Kuya! Means a lot man

[@Viper60589]

Dayumm. I did not know Nike and Asics history was so intertwined. Fascinating!

[@danaandthewolf]

Crazy story.

[@NachoAverageFinds]

🐙🐙🐙

[@alan27uk1]

Bloody brilliant video Brian

[@NachoAverageFinds]

Thank you Alan! Means a lot brother

[@KingstonBerke]

man dug the video keep up the great videos ... I subscribed bro!!!!!!!!! lol

[@pinguinopenguin2559]

Great video bro!

[@3rDegreeBernz]

I love these vids man I've been going deep down the Asics rabbit hole the past few months.

[@NachoAverageFinds]

Thank you Michael! Yeah man and we didn't even cover the Kayanos or the actual breadth of the Gel Series. It's a rich history for sure. Thaks for watching

[@Sabundy]

​@@NachoAverageFindsplease do a follow up ASICS video covering their resurgence in the last 2-3 years. Not only have they made quite the comeback in running shoes since 2021, but they are now one of the fastest growing Street wear brands. Especially with the Gel Sonoma, the Gel Kayano, the Gel lute iii and v etc.....ASICS has been making record profits the last several financial quarters.

[@carolesmith4864]

I have been wearing Asics for nearly fifteen years. I tried so many different brands, including Nike, Reebok, and Puma. I loved a pair of Nike Air running shoes that I wore when my husband and I went running. Some of the best shoes ever and I have never found another pair of Nike's like them. So, the search was on. I got a pair of Asics, loved them and now can't stop buying them. They fit my big feet perfectly, and I love how colorful they are.

[@creekpete.5570]

Yoo I wrote that comment about the Aztecs and Cortez back in the day!:D Love that you included this. Much love from germany my guy!

[@NachoAverageFinds]

Thanks Pete! Shout out to all the German homies 🇩🇪

[@creekpete.5570]

Shoutout for germany and adidas representing the aztecs :D 🤝🏼

[@bernandinocamilo1946]

Keep the great work 🙏👏

[@NachoAverageFinds]

Thank you Bernardino 💪

[@AlexToma]

Missed you guys! Loved this one, always been a fan of the but never got a chance to get a pair. At least yet. Take care!

[@NachoAverageFinds]

Thanks Alex!!

[@TheRabbitHasLanded]

Finally did Mexico 66!. My favorite shoes to wear. Excellent for driving

[@NachoAverageFinds]

Interesting haha for driving? I gotta try it now! Thanks for watching James!

[@sirloco187]

Great video just getting into asics finally woke up

[@francescaarreghini45]

The only shoes I wear since many years. The comfort and support are unmatchable. I can stand for a 12 hours shift with no pain to my feet/ back. 💘

[@lazinelad]

First time watching, great video. Saw the titles on your channel, looks exciting, subscribed

[@NachoAverageFinds]

Thank you Elad! Makes me really happy to read this comment

[@thelilbeat1]

Asics are so underrated, I would wear Gel lytes 2 and 3s for the rest of my life

[@user-tr3wg7qd6h]

Quality content as always

[@NachoAverageFinds]

Appreciate it B!

[@RyanBalmesYT]

Great vid.

[@NachoAverageFinds]

Appreciate it Ryan!

[@scarsparadise9312]

Amazing content and channel!! Just sub. Keep up the good work!

[@daezjn]

Loving the history content! So more :) can you do one on Mizuno football shoes?

[@Sabundy]

Agreed. That would make a great video

[@muggle804]

Love your videos.

[@NachoAverageFinds]

Really appreciate you watching Carrol ♥️

[@wendelllabandilo2155]

Nice Content. Keep it up sir. 🙏

[@NachoAverageFinds]

Thanks Wendell

[@markthern]

dude you got some serious history chops !

[@alfonsopayan09]

I’m actually mad you don’t have that 1M with this quality

[@Francisyrah]

Fantastic video

[@helmutwestwood8527]

After this video I MUST buy some Asics, gel III or V, so much good history, so much heart put into these sneakers, I have to have them

[@exige021]

Love the Gel-saga model and Gel-lyte III but that one i can't wear cause wide feet and the split tongue.

[@NachoAverageFinds]

A lot of people share that same sentiment. You can always get some Gel Vs 💪

[@vlad_4032]

Yes!!! a new video 🙏🙏🙏🙏🙏

[@NachoAverageFinds]

🙌🙌

[@eeeeeeehhhhhhssssspp]

Man, I wish I could be your friend, you're so cool! HAHA I appreciate when you recognize all the depth in history of those shoes, as a Half japanese/ latino it's really cool to see someone talk about this things! Great video!

[@NachoAverageFinds]

Yo Erick! That’s so kind of you man. We are friends man reach out anytime on IG. Have a good day brotha -Bryan

[@nigelstanley3674]

First view of your channel. Very informative and great presentation. Thanks. Subscribed.

[@NachoAverageFinds]

Welcome Nigel! Appreciate it big time man. Makes my day to read a comment like that.

[@codekhalil6437]

Thanks for this vid. Imho, Onitsuka's tiger stripes are the sleekest of all footwear lines and "swooshes." They just have the best look/flow to them when even standing still! And when it comes to sneakerheads looking for aesthetics, that is a huge factor.