People are only just realising what ASICS stands for… and it’s not a posh play on words of ‘basic’
IF YOU’RE into trainers, then you will have heard of ASICS.
What you might not have heard is what the brand name actually means.
While many shoppers thought it was a play on words of “basic” – a buzzword in the fashion space in recent years – this couldn’t be further from the truth.
The Japanese footwear brand is actually named after a popular Latin phrase.
It is an acronym for ‘Anima Sana In Corpore Sano’, which translates to ‘you should pray for a healthy mind in a healthy body’.
A blurb on the company website explains: “We’ve always believed in the positive benefits of movement on the body, and the mind.
“It’s why we’re called ASICS.
“‘Anima Sana In Corpore Sano’ or a Sound Mind in a Sound Body.
“Our founder, Kihachiro Onitsuka recognised that sport had the power to uplift people’s minds in post-war Japan.
“And so, he dedicated his life, and our company, to helping both individuals and societies improve their wellbeing through sport.
“More than 70 years on, we still believe this.”
The sports and activewear brand is famed for its trainers and activewear, with products becoming a firm favourite among marathon runners.
It was first established in 1949 under the name ‘Onitsuka Shokai’ in Kobe, Japan.
The name changed when pioneer Onitsuka received business advice from a close friend.
The company then paraphrased the meaning of its titular phrase ‘a sound mind in a sound body’.
ASICS isn’t the only confusing brand name.
It was recently revealed that iconic lingerie brand Victoria’s Secret is actually named after the QUEEN.
It is named after Queen Victoria as a nod to the secret nature of underwear during her 63-year reign.
Founder Roy Raymond sought to emulate the vibe of Victorian-era boudoirs.
He wanted his brand and the stores to evoke the sense of Victorian sophistication while being suggestive of women’s ‘secret’ underwear.