2011 ASICS Global Advertising Campaign - "Sport Releases More Than Just Sweat" ASICS is an athletic footwear company based in Kobe, Japan. Founder, Mr. Kihachiro Onitsuka, chose the name ASICS based on a famous Latin phrase "Anima Sana In Corpore Sano", which when translated expresses the ancient ideal of "A Sound Mind in a Sound Body." ASICS was founded on the belief that the best way to create a healthy and happy lifestyle is to promote total health and fitness. The ASICS tagline, "Sound Mind, Sound Body" aims to inspire people to achieve a healthy balance in life through sport. Creatively, we looked at the act of running as a way to cleanse the mind and body of pollutants such as stress, insecurity or pent up aggression. Anyone who runs knows that when you run, you release more than just sweat.