ASICS began in 1949 when founder Kihachiro Onitsuka crafted basketball sneakers from his living room in Japan. By 1977, the brand had reached the U.S., but its game-changing moment came in 1986 with the launch of Gel technology—focused on superior cushioning and smooth landings, rivaling Nike’s Air innovation. Today, classics like the GT-II and Gel-Lyte 3 are making a comeback through high-profile collaborations with streetwear icons and boutique sneaker retailers.