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By 1975, three variants of the Nike Cortez were in production including the now-classic leather version as well as a suede variant and nylon finish - the nylon weighing in at around 0.34 KG, ‘the worst lightest running shoe’ as proclaimed by Nike at the time. Takahashi, a Japanese long-distance runner, wore ASICS Marathon SORTIE JAPAN to win a gold medal in the international women's marathon. 2. Stefano Baldini and Muzuki Noguchi, 2004. Before the case was over, Bowerman had created the Nike Cortez by switching out the Onitsuka ‘Waves’ inspired by the waves on the Kobe shores, to the iconic Nike ‘Swoosh’ which was designed by Carolyn Davidson, inspired by the shape of a running motion, with the brand selling it under their own name in 1972. While Nike hasn't made as much of a point of celebrating the anniversary of its oldest silhouette, other brands that are collaborating with Nike are set to release projects that are worth taking note of.
Countless colourways and iterations of the Cortez have been released over the years, including a magnitude of colourways and materials as well as other combinations similar to Sir Elton John’s mashup with Fragment creating the Roshe Cortez in 2015 which combined the Cortez and now infamous Roshe Run and even a high top chukka variant of the Cortez releasing the same year.
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A similar appraisal for the OG silhouette was seen in Seinfeld with the character George Costanza opting to wear the sneaker regularly. During this time period, ASICS created innovative products used by professional athletes around the world. ASICS champions in the 2000’s 1. Naoko Takahashi, 2000. While the Cortez was a staple within the running community, 1976 saw it explode into pop culture. In an episode of Charlie’s Angels, the actress Farah Fawcett can be seen skating in a women’s version of the leather Nike Cortez titled the ‘Señorita Cortez’. Following the release, sales of the women’s sizing of the sneaker grew massively, with the image of Fawcett becoming iconic not only in Nike’s history, but sneaker history as a whole. Few shoes have created such a seismic shift in the sneaker business. A court later decreed that both Onitsuka and Nike could sell the Cortez model. Nike retained the shoe’s original name, while Tiger dubbed their version the ‘Corsair’. Finally, in 1974, the court case between Nike and Onitsuka Tiger was passed in favour of Nike, allowing them to continue with the ‘Cortez’ name, but ruling that both brands were still able to create a product with the same silhouette. As such, Tiger changed the name of their variant to “Tiger Corsair” which is still available today.
Italian international men's gold medalist Stefano Baldini and Japanese international women’s marathon gold medalist Mizuki Noguchi wore ASICS' marathon shoes. 3. Saori Yoshida, 2012.On September 29, 2007, Onitsuka passed away from heart failure at a hospital in Kobe, Japan. The quote “if you fail, keep going until you succeed” is one way to describe how Mr. Onitsuka lived his extraordinary life. He was 89. Kihachiro Onitsuka’s 100th birthday, 2018.
ASICS partnered with Serbian tennis professional, Novak Djokovic to launch an exclusive new tennis shoe, the Court FF NOVAK. The passing of Kihachiro Onitsuka, 2007. This product was worn in various professional sporting events, thus paving the way for Onitsuka to build a global sporting empire. Are ASICS and Onitsuka the same company? Onitsuka Co. was originally founded in 1949, later merging with GTO Co. and JELENK Co. in 1977. Following the merger, the company officially formed “ASICS”. Today, under the umbrella of the ASICS company are the ASICS and Onitsuka Tiger brands. ASICS historical timeline However, that isn’t to say that Nike isn’t gearing up to celebrate the classic model in the latter half of 2022. Having re-released the women's ‘Señorita Cortez’ earlier this year as well as sharing official looks at the Nike SB ‘BRSB’ (AKA Blue Ribbon SB) which is a clear nod to Nike’s origins with the OG Cortez colourway and silhouette, it may simply be a matter of time. Vissel Kobe is a Japanese professional football club who won a championship in the 2019 season. Their home, away, third and goalkeeper shirts are all being designed and made by ASICS. 5. Novac Djokovic, 2019.Fast forward to 1994, Nike is continuing to dominate the sneaker market. It also saw the release of one of, if not the, biggest sneaker moments in history. The film ‘Forrest Gump’ starring Tom Hanks saw a scene in which the main character, Forrest, is given a pair of the classic Nike’s by his love interest, Jennie. The scene is perfect product placement and sees Forrest going onto run across the United States wearing the sneaker, further advertising the running benefits they still held.
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