매거진 B (Magazine B) Vol.99 : Asics

02 INTRO

08 PUBLISHER’S NOTE

12 ASICS PEOPLE
ASICS sneakerheads in Seoul, Tokyo, and Paris

18 OPINION: TOSHIKAZU KAYANO
Legendary designer Toshikazu Kayano tells emotional design stories through a footwear series bearing his name.

24 ARCHIVE HALL
The archive presents a universe of diverse shoe designs and cultures that ASICS has built since its foundation.

30 REFLECTION
ASICS’ legacy as seen through performance running shoes and lifestyle shoes

38 INSTITUTE OF SPORT SCIENCE
The ASICS Institute of Sport Science demonstrates the brand’s philosophy through its ever-growing vault of experimental data and material and technological achievements.

46 BEAUTY FROM FUNCTION
The GEL™ cushioning technology, a symbol of ASICS’ technological acuity and innovation

50 INSIDE TALKS
How the fitness-enthusiastic and stylish SportStyle team members dress, work, and live

56 OPINION: GO SUZUKI
Go Suzuki, global head of SportStyle, says that what completes ASICS’ lifestyle wear is the brand’s dedication to sports.

62 REDEFINE
SportStyle as defined by key leaders of the company’s processes, from product planning to lifestyle wear sales

70 ALWAYS EVOLVING
ASICS products fuse sports technology and heritage, constantly pushing forward.

82 PLATFORM
ASICS’ Harajuku Flagship and Run Tokyo Marunouchi store remind urban dwellers of the spirit behind sports.

90 FROM OUR HERITAGE
ASICS’ vibrant legacy, transcending the limits of its time

00 OPINION: BRENDAN DUNNE
Brendan Dunne, general manager of Complex Networks, says ASICS is special because it achieves a balance between exclusivity and accessibility.

106 FORERUNNERS
Key figures in different parts of the fashion world talk about ASICS’ strengths and the shoe models they reimagined.

118 COLLABORATION
Collaborations that add new perspectives to its storied archive

122 VIEWS
People who work for a sneaker shop, fashion select shop, and resale platform talk about ASICS’ aesthetic and market position.

130 SPIRITS
Five creators who work closely with ASICS across sports, fashion, and design say ASICS is an inspiring and motivational force in their lives.

146 BRAND STORY
The growth of ASICS stays deeply rooted in the brand’s cherished legacy as the brand evolves to welcome each new era’s sensibilities.

152 INTERVIEW: YASUHITO HIROTA
ASICS CEO Yasuhito Hirota talks ASICS’ success strategy and vision.

158 KOBE TO TOKYO
The Kobe HQ and Tokyo office?the two foundations that bridge tradition and the future

164 SOUND MIND, SOUND BODY
Brand campaigns and messaging that promote “A Sound Mind In A Sound Body”

168 DIGEST
ASICS’ achievements as shown in figures that prove the brand’s power in the sports industry

183 OUTRO