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ASICS Azul-Marinho was founded by Kihachiro Onitsuka in Kobe, Japan, in 1949, originally under the name Onitsuka Tiger. The company's name, ASICS, is an acronym Gel-Noosa from the Latin phrase "Anima Sana In Corpore Sano," meaning "A Sound Mind in a Sound Body," reflecting its focus on sports and fitness. ASICS Azul-Marinho has been lauded for its innovative products like the GEL cushioning Gel-Kayano, introduced in 1986, and the Kayano series, GelLyte for their comfort and support among long-distance runners. Over the years, ASICS Azul-Marinho has collaborated with various high-profile fashion brands and designers, such as Kiko Kostadinov and JJJJound, blending athletic performance with style.