“Anima Sana In Corpore Sano” (ASICS) is a Latin phrase which means “You should pray for a sound mind in a sound body.” This is how the Japanese firm, ASICS, encapsulates its philosophy in developing innovative running shoes for men and women. With the best use of technological advancements, ASICS has consistently produced highly advanced running shoes, earning ASICS accolades from their competitors and runners alike.

In 2006, Runner’s World Magazine awarded ASICS the highly-sought Best Innovation Award. This award was the result of the development of dual density gels, known as the GEL-Kinsei. Incorporating the GEL-Kinsei into the lightweight ASICS running shoes provide male and female runners with excellent shock absorption, best experience in stability, and well-cushioned and high performing running shoes.

In an extremely competitive market competing against highly advertised giants like Nike and Reebok, ASICS has slowly edged its way in capturing a significant portion of the running shoe industry. Even though 2006 annual sales were still lower than the usual market leaders, their impressive annual sales have consistently increased by 7%.

ASICS running shoes using the technology of GEL-Kinsei are available at Amazon.com ranging in price from $80 to $180. Women runners can have GEL-Kinsei shoes in two colors: gray with kiwi or coral detailing; while male runners can have them in gray with blue detailing.