ASICS Shoes and Bridgestone Balls: Hidden Gems Amid January’s Launches

Golf equipment columns from one side of the internet to the other are currently awash and have been for two or three weeks, with news of 2025’s big product launches ahead of the PGA Merchandise Show in Orlando.

Callaway debuted its cleverly named (predictably/was-only-a-matter-of-time/roll eyes?) Elytedriver recently with four models – Elyte, Elyte X, Elyte Max Fast, and Elyte Triple Diamond, while TaylorMade wasn’t far behind with the five-material (chromium carbon, steel, aluminum, tungsten, titanium) Qi35. Titleist and Japan’s Dunlop stable have been especially active with Titleist announcing a slew of new items – the GT1 driver (following August’s release of the GT2, GT3, and GT4), fairway woods, hybrids, lob wedges in Vokey’s SM10 range, Vokey SM10’s new limited-edition Oil Can finish, Scotty Cameron Phantom and Studio Style putters and, of course, the latest Pro-V1, and Dunlop brands, Srixon and Cleveland, has released new drivers, irons and wedges all of which have already enjoyed significant success on this season’s PGA Tour.

Not lost exactly, but receiving less attention, are two products we feel you should know about. The first is a shoe from the Kobe, Japan-based ASICS Corporation. ASICS, an acronym for the Latin phrase “Anima sana in corpore sano” (a sound mind, in a sound body) was born in 1949 as Onitsuka Co, Ltd. It was renamed in 1977 when it merged with fishing and sporting goods company GTO and athletic uniform maker Jelenk.

Phil Knight was so impressed with the company’s athletic shoes, and Onitsaku Tiger Stripes (endorsed by Bruce Lee), he set up Blue Ribbon Sports (later Nike Inc.) after graduating from Stanford to sell and distribute its products. He later fell out with Onitsaku and the relationship ended in acrimony with each company suing the other (Knight was able to retain the naming rights to several Asics shoes).

ASICS entered the golf shoe market in 2019 when it partnered with Srixon.

The collaboration has resulted in several excellent products, 2022’s GEL-ACE range in particular – Hideki Matsuyama wears the GEL-ACE Pro M Standard.

Asics released the spikeless Japan S last week saying it “blends ASICS’s heritage with modern golfing needs, and offers great comfort with specific traction built for the golf swing and walking the course, all while being packaged in a casual sneaker silhouette.”

The ankle and tongue feature the company’s Comfort Ankle Padding, and additional cushioning in the midsole is designed to absorb shock. The strategically positioned sole numbs and forefoot pivot circle provide plenty of traction when walking and swinging, and the synthetic leather upper is water-resistant.

In early December, we celebrated the return of Bridgestone irons following a six-year absence from the U.S. club market. Its ball business had thrived all the while with the e12 becoming a favorite of golfers looking for a quality, affordable alternative to $55/dozen tour balls.

The e12 has been with us, in numerous forms, since 2019. The 2025 ball(s) features three models each aimed at specific types of golfers. The Hi-Launch has a soft, low-compression core to help you launch the ball higher; the Straight features Contact Force Dimples that have a raised area in the center designed to help reduce sidespin; and the Speed has the firmest compression to help you find a few extra yards.

All three models feature Mindset, the visual aid that helps you “Identify, visualize and focus” to develop and effective pre-shot routine.

ASICS Japas S
$100
Colors –​Men’s: White/Midnight, White/White, Black/Black, Clay Grey/Oyster
​Women’s: White/White, White/Mineral Beige 
asics.com

Bridgestone e12
$35/dozen
Hi Launch – 3-piece available in white
Speed – 3-piece available in white
Straight – 3-piece available in white, matt yellow, and matt green
Available February 14th
bridgestonegolf.com