Sustainable and flexible approach

摘要

"Innovation is one of the pillars and the foundation of ASICS," says the company's senior product marketer Elliot Rayner. And indeed, nothing highlights a company's capacity for innovation quite like the founding story of this prominent Japanese sportswear brand. The story goes that the company's creator, Kihachiro Onitsuka, was enjoying dinner with friends when the tentacles on a piece of squid suckered to the side of his bowl. In that moment, the germ of a business was born, an idea for a sports shoe with enhanced grip and performance. Soon after, Onitsuka began manufacturing basketball shoes complete with a revolutionary sole designed around the characteristics and capabilities of the squid's tentacle.