ASICS Tone of Voice — Philosophical & Balanced
Tagline: "Sound Mind, Sound Body"
Industry: Footwear / Sports
Sector: Services
How ASICS Communicates
ASICS carries a philosophy in its name. "Sound Mind, Sound Body" — its literal acronym — sells wellness of the whole person, not just the run. Measured, thoughtful, calm. The voice is contemplative, treating movement as a path to balance.
Tone Words
ASICS's brand voice is defined by the following tone words: Philosophical, Balanced.
Communication Style
- Language Style: Contemplative
- Sentence Type: Statement
- Tense: Present
- Expression: Straightforward
ASICS Brand Story
"Sound Mind, Sound Body" communicates a commitment to balancing mental and physical health. The core tension of stress versus peace reflects the brand's understanding of the everyday struggles individuals face. The tone is philosophical and balanced, inviting a thoughtful connection rather than a sales pitch. This approach positions the brand as a supportive ally in the pursuit of well-being through sport.
Brand Message
Balance mental and physical well-being
Brand Mission
Create harmony through sport
Brand Positioning
Core Concept: Health Beyond Fitness
Central Tension: Stress vs. Peace
About ASICS
ASICS Corporation (Japanese: 株式会社アシックス, Hepburn: Kabushiki gaisha Ashikkusu), commonly known as simply Asics (, or ), is a Japanese multinational corporation that produces sportswear. Asics is best known for its sneakers, but also produces other footwear such as sandals, as well as clothing (T-shirts, jackets, hoodies, swimwear, compression garments, leggings, socks) and accessories (bags, backpacks, caps). The name is an acronym for the Latin phrase anima sana in corpore sano (translated by the company as "a sound mind, in a sound body"). It is headquartered in Kobe, Hyōgo Prefecture, Japan.
Frequently Asked Questions About ASICS
What is ASICS's tone of voice?
ASICS uses a philosophical, balanced tone of voice. Their communication is contemplative, typically using statement-style sentences in the present tense. Their tagline "Sound Mind, Sound Body" exemplifies this voice.
How does ASICS communicate with customers?
"Sound Mind, Sound Body" communicates a commitment to balancing mental and physical health. The core tension of stress versus peace reflects the brand's understanding of the everyday struggles individuals face. The tone is philosophical and balanced, inviting a thoughtful connection rather than a sales pitch. This approach positions the brand as a supportive ally in the pursuit of well-being through sport.
What is ASICS's brand message?
ASICS's core message: Balance mental and physical well-being Their mission: Create harmony through sport
What is ASICS's slogan?
ASICS's slogan is "Sound Mind, Sound Body". It carries their philosophical, balanced voice.
What is ASICS's mission?
ASICS's mission: Create harmony through sport
What makes ASICS's brand voice unique?
ASICS stands out through their philosophical, balanced communication style. Their central brand tension, "Stress vs. Peace", shapes how they communicate across the Services sector.
What language style does ASICS use?
ASICS uses contemplative language, with straightforward messaging, in statement-style sentences, using the present tense.
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