Asics

Japanese running brand, Kobe. The runner's-runner label of the majors.

Watchlist

Founded: 1949
Website: asics.com
HQ: Japan
Ownership type: Public
Status since: 2026-07-28

Ownership

Public (TSE Prime: 7936), widely held; founding Onitsuka family does not control. Founded 1949 in Kobe by Kihachiro Onitsuka as Onitsuka Co.; renamed ASICS 1977. June 2026: Onitsuka Tiger business splitting into wholly owned OT GROUP Corporation effective 2027-01-01 — internal reorganization, not an ownership change.

Why Watchlist

Owns no footwear factories and disclosure is thinner than Nike, adidas or Brooks: 150+ suppliers across 22 countries with no split. A named customer of the largest contract manufacturer on earth. Watchlist as category default.

Reversibility

What would change our verdict

Country-level or supplier-level disclosure appearing (research upgrade); churn language; durability decline on a stable model (GT-2000/Kayano class).

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Investigation · July 29, 2026

Same Shoe, Different Factory

Nike does not make Nike shoes. Four contractors it does not own build 59% of them. Adidas outsources almost 100%. The fastest-growing brand in running buys its shoes on individual purchase orders, with no commitment at all. Two majors still own a factory. Plus the ones still worth buying.

Read the full investigation

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