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Tennis Warehouse Brandography: History of Asics


At their very core ASICS believe it’s important to escape the hustle and bustle and the stress of everyday life and that’s why they put so much technology and emphasis into their products so you can get out there and enjoy that experience of being out staying healthy and playing lots of sport. Hiro: Chris, good morning
Chris: Konnichi wa Hiro San Hiro: Shall we go ahead to ASICS?
Chris: Yes let’s go Chris: Hiro, how long have you been with the company? Hiro: Actually this is my 20th year so I’ve already spent more than 19 years with the company. Chris: Can you tell me kind of what the decision on why ASICS is here in Kobe? Hiro: Our founder Kihachiro Onitsuka started this company in Kobe that’s why we stay in Kobe. Chris: What was Onitsuka’s vision in starting the company? Hiro: He’s not the guy who want to just make a good high-performance product but what he wanted to do was just to save the children after WWII. Some kids didn’t have their parents some kids didn’t have anything so they they had to do something that’s not really nice but once he saw all of those kind of things he thought he wanted to save those kind of kids and lives and maybe even Japan I think. Chris: I learned on this trip the name ASICS is an acronym for a Latin phrase can you explain that? Hiro: Right, it is anima sana corpore sano which means in English “sound mind sound body”. Chris: A sound mind and a sound body really encompasses the mission that guides ASICS to this day Kihachiro Onitsuka founded the company as a way to help the people of Japan recover from the Second World War. He believed that sports had a way of lifting people’s spirits especially during tough times which is as true now as it was then. My name is Kamikawa. I work in the Sports Marketing Division of Asics Japan supporting our top athletes, including those at clubs and universities. We work with the athletes on wear testing, gathering feedback and ultimately improving the prototypes. Waseda tennis club is one of the top university tennis programs in Japan. They’ve won the championship for 13 years in a row. Sarah: Hi I’m Sarah Mundy I am the Global Category Marketing Manager for Core Performance Sports and I also look after the strategy for Core Performance Sports specifically. I think we’re really fortunate in the fact that a lot of our athletes have really really been great to work with they all give us phenomenal insights and phenomenal input in terms of our product technology but two of the athletes that stand out first specifically I’d have to say is definitely Novak, he’s been great on that front and then from a woman’s perspective I’d have to say Julia Görges. She’s absolutely great and from a woman’s perspective I think she gives some nice insight in terms of product technology and helping us take that into our product Chris: By supporting Junior athletics ASICS continues to pursue its founders’ mission. At the elite level players such as Novak Djokovic and Julia Görges put the shoes to the ultimate test making sure they’re ready for you to wear to your local courts. The direct feedback from some of the World’s top athletes is of the utmost importance to us. Often, their responses revolve around how they feel about the shoes. We have to quantify this in order to create better product. For example, when an athlete requests the “right weight” and wants a “flexible” shoe, we must ask why. Once we have a better understanding of the need, we are able to quantify the information through our testing process. Using the data collected, we create new samples and if it performs better than the previous model, we have the athletes test it again. We test and test until we get it right and the new model outperforms the last and satisfies the needs of the athlete. I really think that someone who hasn’t necessarily worn ASICS products before should get themselves into our product, purely because it is really really the best technologically advanced athletic footwear and I think once they find themselves in our product they’ll probably never look back. Naturally for ASICS we’re a product lead business but I think first and foremost is making sure that you have the correct product on your feet which ultimately contributes to an amazing experience that you will have in terms of any sport that you obviously participate in but for us I think more than that it really is around the beauty that sport brings to communities it is around crossing race, age, and cultural barriers and we’ve seen that sport has the epitome to do that. So for us it’s really important to be able to contribute to consumer experiences we sponsor some really really great events that are all around getting people moving and ultimately sharing these experiences with their friends and we all know that great experiences lead to a great and happy life. Having met some of the members of team ASICS and got to know them it’s apparent at how passionate they are about the products they produce. Each new version of a product has to outperform the previous version but it’s more than just about that it’s about enhancing the overall experience and by giving athletes the best possible products that give them that best possible experience.

David Frank

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37 COMMENTS

  1. jyothi satish Posted on April 22, 2019 at 2:42 am

    1st to comment

    Reply
  2. Sheenyl Hassan Posted on April 22, 2019 at 2:59 am

    You made the intro look like you were kidnapped and forced to go to Japan.

    Reply
  3. Alex D Posted on April 22, 2019 at 3:09 am

    Looks like a horror movie trailer at the beginning

    Reply
  4. gnarlyskid Posted on April 22, 2019 at 4:15 am

    Why are so many ppl shitting on the intro??? It’s aesthetic as heck, I liked it a lot. Good work TW!👍

    Reply
  5. Craig McKernan Posted on April 22, 2019 at 4:25 am

    TW trying to up their game with some nice production values. There videos are great, please continue to make more.

    Reply
  6. Paul Rubenbauer Posted on April 22, 2019 at 6:49 am

    Is the asics gel res 7 clay the best clay shoe for narrow feet?

    Reply
  7. Andrea Turbolz Posted on April 22, 2019 at 6:58 am

    Hi. Lovely video. To be correct Anima Sana In Corpore Sano, has a deeper meaning. Suppose the founder has the same thought. It should be traslate, as old romans intended, in “soul is healthy” (soul is clean, pure, not corrupted, beauty) only if the body is the same. Better to say, for the old romans, if you want your soul to be better, take care of your body. They must go togheter.

    Reply
  8. Kit Wong Posted on April 22, 2019 at 11:19 am

    Well done team!!!! Great video!!!! Keep up the good work!!!

    Reply
  9. G3M333 Posted on April 22, 2019 at 11:34 am

    Not really sure what I was expecting, but this just felt like an elaborate commercial. Very stylish, minimally substantive.

    Reply
  10. Pintu Sandika Posted on April 22, 2019 at 12:17 pm

    When will gel res 8 be available? Do Asics update its gel res anually?

    Reply
  11. Ika sumi Posted on April 22, 2019 at 12:29 pm

    Welcome to Japan!
    there are many your fans in Japan also,and we hope you’ve enjoyed this trip(work.)

    Reply
  12. Alain Brouillaud Posted on April 22, 2019 at 12:32 pm

    Very cool concept video. I would like to see more of these 😀

    Reply
  13. Ext xLuNa Posted on April 22, 2019 at 1:08 pm

    You should ship my racquet, it was supposed to be delivered on Friday, it’s Monday and it hasn’t even shipped yet

    Reply
  14. rtpwyk Posted on April 22, 2019 at 1:11 pm

    The orphaned Japanese children of WWII were not only bereft of parents and homes, but they were also the targets of violence and crime perpetrated by adults, including the police and authorities, which treated all orphans as criminals and pests. There was very little help for them from the start. Eventually people like Onitsuka began to make a difference. My mother was a WWII orphan in Japan.

    Reply
  15. 365 randiom Posted on April 22, 2019 at 1:33 pm

    welcome!
    i hope u enjoy visiting!

    Reply
  16. Akbar Posted on April 22, 2019 at 3:04 pm

    Kudos, great video thanks for sharing!

    Reply
  17. Daniel Montellano Posted on April 22, 2019 at 4:17 pm

    I love my ASICS! 👏👏👏

    Reply
  18. Matt Espy Posted on April 22, 2019 at 4:57 pm

    This video is dope! This makes me want to get some Asics and take a trip to Japan.

    Reply
  19. ben smith Posted on April 22, 2019 at 5:22 pm

    when will you review the court ff?

    Reply
  20. Peter Febbraio Posted on April 22, 2019 at 6:35 pm

    I would love-love-love to use a pair of Asics tennis shoes….. but I don't think they have ever made a wide fitting shoe…. at least not in the past few years, correct me if I'm wrong? They should really think about doing so. I'm sure a ton of people with a wide forefoot like myself would give them a try!!

    Reply
  21. DUDU BARBA Posted on April 22, 2019 at 7:51 pm

    Nice Soundtrack

    Reply
  22. 860anthony Posted on April 22, 2019 at 8:56 pm

    Great video for a product you cannot buy: The Novak FF2 IN BLUE!

    Reply
  23. Shoty loves Stanimal channel Posted on April 22, 2019 at 10:22 pm

    welcome to Japan!
    Nice video as usual 🙂

    Reply
  24. Colin Lai Posted on April 22, 2019 at 10:37 pm

    smart promotion!

    Reply
  25. Cody Stuart Posted on April 23, 2019 at 3:02 am

    Best TW video I've ever seen. Good job.

    Reply
  26. Anthony Chua Posted on April 23, 2019 at 3:13 am

    I love tennis and Tennis Warehouse products.. I live in Kobe too, Thanks for showing this.

    Reply
  27. Kevin Roose Posted on April 23, 2019 at 5:00 am

    Move over ESPN, FoxSports, CNN, etc. Tennis Warehouse is in the documentary business and crushing it. Nice job on the videos from Asics, simply awesome stuff here.

    Reply
  28. Kenneth Halsted Posted on April 23, 2019 at 12:18 pm

    Best TW video ever. I know this probably took TONS of time to create but wow, you guys killed it. I will say, the best Tennis shoes I ever owned were some Asics Gel Resolutions…..3 I think. They were so good, when they finally wore out I didn't have the heart to get rid of them. I keep them in my car with my gear unable to throw them away. No joke. Keep up the great work guys and gals!

    Reply
  29. Francesco Meloni Posted on April 27, 2019 at 6:50 am

    This is awesome! What an excellent initiative.

    Reply
  30. henry fu Posted on April 29, 2019 at 1:56 am

    Props to the team for making this high quality video!

    Reply
  31. Alp Korkmaz Posted on May 13, 2019 at 4:29 am

    Hi, I'm a 9-year-old tennis lover from Turkey. I usually wear Asics and I like it very much. In the video, I wear Asics in the mountains, on the beach playing tennis. Asics make me move like Federer. Please: Alp Korkmaz Play Tennis. Meet a young tennis lover in Turkey.

    Reply
  32. Cesarini77 Posted on June 3, 2019 at 8:34 pm

    I see nike, adidas, new balance, babolat and wilson already saw this video.

    Reply
  33. Ayotunde Alele Posted on June 14, 2019 at 11:45 am

    Phenomenal video, TW! I was extremely excited to hear about the Brandography project, and now I see that this is going to be the start of a new standard for TW.

    Great production value, content, and cinematography! I'm really looking forward to Babolat and New Balance coming soon.

    Reply
  34. Danny D'Angelo Posted on September 23, 2019 at 6:32 am

    Back in 2014 I bought of barricades and I loved them
    After 3 yrs the soles wore out I wanted to buy another same pair desperately searching with no luck
    They were discontinued I tried on many other pairs but the feel wasn't the same. February 2018 tried on asics upcourt for everyday what a shoe comfort and great traction 1 week later I bought Asics Challenger 12 tennis shoe and I couldn't believe how comfortable light weight traction performance speed. I now buy a pair every month when on special
    Asics is now my brand.

    Reply
  35. DeceitfulDestiny Posted on September 23, 2019 at 8:48 pm

    Excellent series, really well done you should be proud!

    Reply
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