ASICS and Koji Murofushi reunite to advance movement, innovation, and wellbeing

Gold medalist joins ASICS as Advisor, reinforcing the brand’s founding purpose and commitment to movement for better wellbeing.

ASICS announces a new partnership with gold medalist Koji Murofushi, who will serve as Advisor to the brand.
This collaboration marks a powerful alignment of values, rooted in ASICS’ founding philosophy that movement uplifts the body and the mind, and in Murofushi’s lifelong dedication to advancing sport as a force for personal and societal wellbeing.

Founded in Japan in 1949 to uplift people through sport, ASICS has always believed in the transformative power of movement. While the brand is known for creating high-quality products, it remains driven by a deeper purpose: to get people moving, and to keep them moving, for better wellbeing. That purpose is reflected in the brand’s name itself - Anima Sana In Corpore Sano, meaning “A Sound Mind In A Sound Body”. Today, that belief remains central to everything the brand does, including pioneering human-centric innovation at the ASICS Institute of Sport Science (ISS) to create products that help people move better, feel better, and live better.

Koji Murofushi brings a wealth of experience to this partnership. As an elite athlete, Olympic champion, and former Commissioner of the Japan Sports Agency, he has dedicated his career to advancing sport and wellbeing.

In his new advisory role, Murofushi will collaborate closely with the contributing insights from his lifelong exploration of sport to help guide research and innovation. Together, we will focus on advancing human-centric design and developing products that support movement and enrich people’s lives, not just for elite athletes, but for everyone.

“I deeply resonate with ASICS’ founding philosophy, ‘A Sound Mind In A Sound Body,’” said Murofushi. “Sport has the power to elevate the human spirit. I look forward to working with ASICS to help more people experience the joy and lifelong benefits of movement.”

This partnership builds on Murofushi’s previous role and reflects a shared commitment to promoting mental and physical health through movement. It also reaffirms ASICS’ belief in the profound impact of sport and its potential to enrich lives and communities around the world.