Get ready for an exclusive mission briefing, codename 'ISS', where we uncover the secrets behind ASICS' cutting-edge innovation. Welcome to the ASICS Institute of Sport Science in Kobe, a hidden gem in the world of sports science. This isn't your average lab; it's a top-secret R&D facility dedicated to understanding and enhancing human movement. Their mission? To unlock the secrets of athletic performance and translate them into everyday footwear. Hypebeast was lucky enough to get a behind-the-scenes look at this incredible facility.
Established in 1985 and fully operational by 1990, the ISS is the heart of ASICS' innovation. It's a self-contained research complex, a unique hub where every phase of the R&D cycle happens under one roof. From analyzing raw materials to final product testing, the ISS leaves no stone unturned.
At the core of the ISS is the Biomechanics Lab, a state-of-the-art facility where athletes are put through their paces. ASICS agents use advanced motion analysis systems to capture every detail of an athlete's movement - stride, cadence, stability - with precision. Athletes are equipped with motion-capture markers, and their every move is recorded by high-speed cameras and force plates, generating vast amounts of data. This data is then used to design materials and structures, with the goal of enhancing performance and preventing injuries. The facility is equipped with an impressive array of instruments, pushing the boundaries of what we know about human performance.
But here's where it gets interesting... the inspiration for ASICS' first basketball shoe came from an unexpected source - an octopus salad! Kihachiro Onitsuka, the founder of ASICS, had an epiphany while eating octopus salad in 1951. A piece of octopus stuck to his bowl, leading him to think about creating superior grip for basketball shoes. The result? A shoe with a sole featuring small depressions, mimicking the suction cups of an octopus tentacle. This innovative design improved a player's starting, stopping, and turning abilities on the court, a crucial advantage in fast-paced games. Despite initial challenges, refinements led to a successful model, and this dinner-inspired design laid the foundation for ASICS' commitment to athletic innovation.
The work at the ISS has led to some of ASICS' most successful and groundbreaking technologies. One of the most critical discoveries is the GEL cushioning system, which is widely used in the ASICS SportStyle division for everyday footwear. Integrated into ASICS footwear since 1986, the GEL material is continuously refined at the ISS. Its function is to absorb the intense vertical impact forces during running and disperse them horizontally, reducing the shock to the athlete's joints and soft tissues.
Beyond biomechanics, the ISS utilizes specialized environmental testing chambers. The Weather Simulator allows them to test footwear under extreme conditions, from the heat of a summer marathon to the cold, damp conditions of a cross-country race. They also use robotics to test shoe durability, simulating the impact of a human running gait with precision and speed. This process, known as outsole durability evaluation, produces data equivalent to hundreds of miles of running in a fraction of the time, ensuring that ASICS shoes meet the highest standards of performance and longevity.
Now, you might be wondering, "How does this benefit me if I'm not an athlete?" That's where ASICS SportStyle comes in. This division focuses on blending ASICS' heritage performance designs and technology with modern, fashion-forward aesthetics. They create shoes that are not only comfortable but also cool, making them perfect for everyday wear.
The ASICS SportStyle team has been responsible for some of the most iconic sneakers today. From the GEL-KAYANO series, which has seen collaborations with JJJJound and Kith, to the GEL-NYC, a collaborative model with AWAKE NY that has become a fan favorite. They've also ventured into more experimental designs like the GEL-KIRIL and GEL-STYRAX, adopted by Kiko Kostadinov in his ASICS NOVALIS line. These shoes have left their mark on sneaker culture, pushing the boundaries of what's possible.
Alvaro Moreno de la Cruz, Global Head of Marketing for SportStyle, shares his thoughts on their collaborative approach: "We believe in the power of partnerships, and we're thoughtful about who we collaborate with. Our collaborations are not about following trends but about finding creative forces who share our values and vision. The magic happens when we grow together, pushing each other to new heights."
Ryan Cua, Global Head of Collaborations, adds, "Kiko Kostadinov has redefined footwear collaborations, and his influence is integral to ASICS SportStyle's DNA. His past projects have aged exceptionally well, shaping not just our brand but the entire footwear industry. Styles like the GEL-KIRIL series and GEL-QUANTUM LEVITRACK are examples of products that pushed boundaries and remain relevant. We're excited about what's to come, including upcoming tabi releases and more."
The ISS is not just a testing ground; it's where science meets competitive sport. Every new piece of gear is a powerful tool for elite athletes, and every piece of data is used to enhance the everyday lives of everyone. For the ASICS agents, it's a relentless pursuit of perfection, always striving to deliver an unbeatable advantage. Their mission is clear: to unlock the full potential of athletic performance, embodying the company's founding philosophy, "Anima Sana In Corpore Sano" - A Sound Mind in a Sound Body.
