ASICS: A Legacy of Movement

ASICS: A Legacy of Movement. An illustrated book celebrating the memorable history of renowned sportswear brand, ASICS.

Entrusted with the opportunity to illustrate, design, and compile this publication, my goal was to honour ASICS’ rich heritage while creating something that speaks to both its legacy and future. This book is more than a historical record; it is a tribute to resilience, innovation, and the brand’s enduring commitment to movement as a force for transformation.

This year marked a particularly significant milestone for ASICS: its 75th anniversary. The occasion, coinciding with the Paris Olympics, added even more symbolic meaning to this project. The book reflects ASICS’ foundational philosophy, Anima Sana In Corpore Sano—“A Sound Mind in a Sound Body”—a principle that deeply resonates with me.

To echo the minimalist and intentional philosophy of Japanese art, I employed traditional Japanese watercolours, ink, and brushes to illuminate key moments from ASICS’ journey. These illustrations bring pivotal events to life—from the visionary leadership of founder Kihachiro Onitsuka in 1949 to the milestones that have shaped ASICS’ global identity. Each page was designed to celebrate the past while inspiring the future.

The creative direction focused on crafting a piece that is both visually meaningful and emotionally resonant. Every element was carefully considered to capture the essence of ASICS—its heritage, values, and profound belief in the power of movement to uplift both body and mind.

Acknowledgments
This project would not have been possible without the contributions of an exceptional team:

Editor: Tenielle Matthews (ASICS)

Copywriter: Brett Shearer (ASICS)

Coordinator: Stéphani van der Walt (ASICS)

Japanese Localization: Tatsuko Sato (RWS)

Localization Coordinator: Jingbing Yu (ASICS)

May this book serve as an enduring reminder of ASICS’ mission to inspire change through movement and the connection of mind and body.

Representing the Japanese flag, the sun is prominently displayed on the book’s cover and revisited at its conclusion, establishing a cohesive narrative connection. The birds, soaring gracefully, embody the core philosophy of a movement of movement, symbolizing freedom, flow, and the seamless passage of ideas

In Japanese tradition, patterns are more than mere decoration; they carry deep cultural significance and historical resonance. The “Seigaiha” pattern, often recognized for its depiction of undulating ocean waves, uses layered arches to represent water’s movement, symbolizing prosperity, strength, and resilience. Inspired by this timeless design, I designed a modern interpretation by blending it with the brand’s signature stripes, framing the Kobe sea as a central theme at both the opening and closing of this book.

The Ginkgo tree, recognised for its unique leaves, holds deep cultural significance in Japan, symbolising resilience, vitality, and longevity. Often referred to as a “living fossil,” the Ginkgo’s remarkable endurance in surviving extreme events mirrors the brands enduring spirit and steadfast determination in overcoming challenges throughout its journey.

The Japanese term “Kokoro” symbolises “heart” or “spirit”.

The gold-leafed tree introduced at the beginning of the book reappears on the horizon at its conclusion, serving as a poignant symbol of the founder’s enduring legacy.

ASICS: A Legacy of Movement