The Spirit of Onitsuka: Resilience and the Soul of Asics
This explains the foundational philosophy and nomenclature behind the Japanese sportswear brand Asics. It reveals that the company name is derived from the Latin phrase "Anima Sana In Corpore Sano," which translates to a healthy soul inhabiting a healthy body. This naming convention reflects the original ambitions and resilient spirit of the founder, Kihachiro Onitsuka.
It explores why Onitsuka remained committed to his entrepreneurial vision even after facing significant hardships. It illustrates how a holistic approach to physical and mental wellness serves as the core identity of the…
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