According to a survey conducted in September 2022 in Japan, Nike was the most popular sports brand, with 38.1 percent of respondents stating it was one of their favorite brands. The most popular Japanese sports brand was Asics, with 24.4 percent.
ASICS
Despite the larger share of popularity of western sports brands, Japanese sports brands are still flourishing in the Japanese market. ASICS Corporation, for example, has gained recognition both in the country and overseas. The company was founded in 1949 as Onitsuka Co., Ltd and developed into its current structure in 1977 with the consolidation of three companies; Onitsuka, GTO, and JELENK. Now headquartered in Hyogo Prefecture, Japan, ASICS focuses on producing sports shoes, sports equipment, and athletic clothes. The company is best known for its innovative technologies for manufacturing training shoes for sports such as running, volleyball, and handball.
Mizuno
Another locally and internationally renowned Japanese sports brand is Mizuno. Mizuno Corporation was established in 1906 and its head office is in Osaka Prefecture, Japan. The products of Mizuno cover a wide range. They include sports equipment, training shoes, and gear for sports such as golf, baseball, and swimming. Also included in its product range are clothes using advanced technologies such as Breath Thermo; a body warming technology to maintain heat.
Sports brands for fashion
In Japan, clothing lines and sports shoes are not only essential for sports activities, but also for their fashion. Consumers in Japan wear athletic clothes and shoes in everyday life for the style. Thanks to the revival of fashion trends from the 1990s, the Air max series from Nike, for instance, boasts a high popularity with the young generation across the country.
