February 27, 2008
Asics Brand Naming to Break Out
Businessweek has an article up about Asics, the preferred brand name for serious runners.
It seems that the company wants to branch out into more fashionable realms to break out of its niche, but most people see the Asics name standing for serious running wear, not leisurewear, even when it is already emblazoned on things like backpacks.
The name Asics is an acronym for “Anima Sana In Corpore Sano” (ASICS) which means “Sound mind in a sound body."
I think the Asics name, while quite erudite and meaningful, sounds a little technical for the fashion crowd, although, I suppose, it is no stranger than Adidas.
I did think that its retro sub brand, Onitsuka Tiger, had quite an interesting story behind it and might even have a better chance of gaining naming traction.
After all, people are already wearing that name.
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