ASICS returns to its Latin roots – the Muscle Support & Gel Super-J 33 launch

ASICS is a Japanese brand. This much was emphasised in the presentation I just witnessed at the launch of two new ideas from this heavy-weight running brand in Milan, which was a wonderful, swirling animation all based around origami – the Japanese art of paper folding. But the name ASICS comes from the latin phrase Anima Sana In Corpore Sano, which means ‘a sound mind in a sound body’ and so it was appropriate that we would return to the land of the Romans to discover the new Muscle Support apparel collection and the launch of the ASICS Gel Super-J 33 shoe: the first natural running shoe designed specifically for over-pronators.

There is much to say about both the apparel range and the footwear, but with a transfer to the airport sat running (pun intended) outside the hotel, a few pictures will have to suffice for now. A longer report will be forthcoming.

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The ASICS Muscle Support range and the ASICS Gel Super-J 33s
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The great Stefano Baldini – winner of the Athens marathon and on hand to show us the new ASICS range
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ASICS Italy CEO and Stefano Baldini at the big reveal… ta da!