2009 marks ASICS’ 60th anniversary. For the Japanese, turning 60 is more than ‘just another birthday’; it’s an extremely symbolic event that celebrates the end of one sixty-year ‘cycle of life’ and the beginning of another. This life cycle, known as kanreki (‘kan’ meaning ‘cycle’ and ‘reki’ meaning ‘calendar’), is complete when each of the twelve Zodiac animals have passed through each of the five elements (wood, fire, earth, metal and water). For the Japanese, the kanreki is a time of celebration, for reflection, to look at past achievements, and plan future directions.
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ASICS’ first kanreki began in 1949, when founder Kihachiro Onitsuka established a specialized sports-shoe company in Kobe, Japan. Central to Mr. Onitsuka’s drive was his belief that exercise leads to the development of a healthier body, and that a sound body is the cradle for a sound mind. When it came to naming his newly formed company, Mr. Onitsuka opted for the initials of a Latin quote that summarised his philosophy: Anima Sana In Corpore Sano (a sound mind in a sound body).
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Since its launch, ASICS has worked in accordance to the principles of Kaizen (continuous improvement) and relentlessly researched the behaviour of the runner’s body in order to be able to provide the very best in performance footwear and become a highly regarded authority in the field of running. Now, as it enters its second kanreki, ASICS has realised it is time to take its commitment to running and research to another level by working to become the authority in yet another field of running – that of the runner’s mind.
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