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ASICS was established in 1949 by Kihachiro Onitsuka in Kobe, Japan, originally functioning as Onitsuka Co. Ltd. and gaining fame with groundbreaking athletic footwear like the basketball-focused OK Basketball Shoe. Among its early standout products was the Mexico 66 running shoe, which debuted the now-iconic crossed stripes logo, along with the GEL cushioning technology introduced in the 1980s, which greatly improved shock absorption. The company formed alliances with notable athletes such as marathon runner Toshihiko Seko and tennis star Novak Djokovic, underscoring ASICS's reputation for high-performance footwear. Collaborations with fashion and lifestyle brands, including Kiko Kostadinov and JJJJound, have further broadened ASICS's reach beyond conventional sportswear into the realm of modern fashion.
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