ASICS Tone of Voice — Philosophical & Balanced

Tagline: "Sound Mind, Sound Body"

Industry: Footwear / Sports

Sector: Services

How ASICS Communicates

ASICS communicates with a philosophical and balanced voice using declarative language. Their sentences are primarily statements in the present tense. Their messaging is literal. Their tagline, "Sound Mind, Sound Body", captures this voice. The central tension in ASICS's communication is stress vs. peace, which shapes every message they craft. Their mission is to create harmony through sport.

Tone Words

ASICS's brand voice is defined by the following tone words: Philosophical, Balanced.

Communication Style

  • Language Style: Declarative
  • Sentence Type: Statement
  • Tense: Present
  • Expression: Literal

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 declarative, 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 declarative language, with literal messaging, in statement-style sentences, using the present tense.

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