Founded in 1949 by Kihachiro Onitsuka as Onitsuka Co. Ltd., ASICS was later named for the phrase "Anima Sana In Corpore Sano", which translates to 'a sound mind in a sound body'. This phrase continues to guide the activities of the company as a whole. Vintage styles are still issued under the Onitsuka Tiger label, though the main focus of the brand is on contemporary athletic shoe design, collaborating with the likes of Ronnie Fieg, JJJJound and, perhaps most notably Kiko Kostadinov, who in 2020 joined the brand to help curate and design the Sportstyle collections.