ASICS is a sports enthusiast company which was founded in 1949, that specializes in athletic gear. The company is known internationally for its research and development for athletic gear, most notability their running shoe. ASICS motivation when developing their line of running shoes is built around the idea of incorporating technological advances, that allow the runner to perform at their full potential and possibly even push beyond their limits. This approach is very important to ASICS because they believe that this meets their mission in bringing harmony and balance to the body and soul.
ASICS differentiates themselves from other shoe companies through their mission, ...view middle of the document...
This evaluation created many trends in the shoes industry. For the majority of the last decade the trend has been about comfort, and getting the shoe to meet the athlete’s need. However the last couple years the trend has shifted to a new phenomenon called natural running.
The new phenomenon called natural running is a trend that many call barefoot running because it incorporates a minimalist running shoe. This natural running phenomenon has been a different experience for the athlete, and also the Industry. In order to cater more towards the natural running trend, ASICS now has to make a product that is more light weight with less cushioning, and is more flexible. This change in the market demand makes it very challenging for a shoe company to develop a product that’s purpose is to feel very natural. In order to satisfy this need ASICS has to develop a running shoe that is so lightweight and flexible that the runner does not even know the shoe is on their feet, very much like a sock. To create a product that offers a more direct and responsive feel for the runner, ASICS had to create a new material. The new material that was created that will meet this needs of this trend of natural running is called FluidAxis .
At first when this minimalist running shoe trend boomed in 2010 ASICS was not a fan of barefoot or natural running. When asked why, the shoe Company’s Product Manager, Rene Zandbergen, said “it would be easy for ASICS to quickly design and mass produce a stripped down, zero drop shoe and claim a piece of the market, but that wasn’t how ASICS works, and we’re not that type of company”. Remember the company’s mission is to bring harmony and balance to the body and soul and this mission has been, and still is, the heart of this company no matter the new trend. The company however was interested...