IRVINE, Calif., Aug. 15, 2013 (GLOBE NEWSWIRE) -- This September, in honor of Pediatric Cancer Awareness Month, ASICS America will introduce its first ever Cookies for Kids' Cancer footwear dedicated to raising money for pediatric cancer research. In partnership with national nonprofit Cookies for Kids' Cancer, proceeds from the collection will fund research to develop new and improved treatments for pediatric cancer, the number one cause of death by disease in children in the United States

One of ASICS top-selling shoes, the GEL-Noosa Tri 8 will feature a bold gold color scheme in tribute to the official color of pediatric cancer. Two dollars from the sale of each shoe during the month of September will be donated to Cookies for Kids' Cancer to fund grants to support groundbreaking pediatric cancer research conducted at the country's leading pediatric cancer research facilities including Children's Hospital of Philadelphia, Texas Children's Cancer Center, Memorial Sloan Kettering Cancer Center, St. Jude Children's Research Hospital and Dana Farber Cancer Center.  ASICS America has guaranteed a minimum donation of $25,000, up to $50,000, from the specially marked products made available at retail stores nationwide from Sept. 1 - 30, 2013.

Gretchen and Larry Witt were inspired to establish Cookies for Kids' Cancer after witnessing their own young son Liam's courageous battle against pediatric cancer. Today, Cookies for Kids' Cancer encourages and inspires individuals to host simple fundraising events in their communities with the goal to raise funds that can advance pediatric cancer research. As a result, thousands of bake sales and other events, raising millions of dollars, have been held across North and South America – making Cookies for Kids' Cancer's mission of funding pediatric cancer research possible.

"ASICS is honored to be an advocate of children's wellness to help fund much needed research of a disease that kills more children than any other in America," explained Shannon Scott, Director of Marketing at ASICS America. "Cookies for Kids' Cancer was founded on Gretchen's sheer determination to fight pediatric cancer, the only way she knew how, baking.  Similarly, ASICS is built on the principle of a sound mind in a sound body, and we're excited to combine this determination to raise money for research to cure pediatric cancer."

Additionally ASICS and Cookies for Kids' Cancer will be rewarding "good cookies" during the month of September through the "Team Good Cookies" incentive program. Fifteen Good Cookie competitors who raise $1,000 for Cookies for Kids' Cancer by competing in a running race will receive ASICS product as a thank you for their support.  Runners can learn more and register for the program on Cookies for Kids' Cancer's website.

"Our goal at Cookies for Kids' Cancer is simple: give more kids the chance to be a kid," said founder Gretchen Witt.  "As a parent of a child with pediatric cancer, all you want is for your child to be well enough to put on a pair of sneakers to go outside and play.  Our hope is that this collection will be one more step towards reaching this goal for the tens of thousands of families battling pediatric cancer each day."

The Cookies for Kids' Cancer collection, on sale throughout the month of September, will be available in men's, women's and kids' sizes.  The GEL-Noosa Tri 8, a cornerstone of the ASICS family, is a triathlon-friendly running shoe, known for its spirited aesthetic.  In its eighth generation, the Noosa offers a lightweight, flexible and supportive design for all runners at all distances.

ASICS' Cookies for Kids' Cancer collection is the first of the brands 2013 fall charity initiative.  In October and November, ASICS will launch two additional collections to benefit past charitable partner Right Action for Women (RAW), and the Prostate Cancer Foundation, respectively.

For more information on the ASICS Cookies for Kids' Cancer Collection please visit www.asicsamerica.com.

About ASICS

Anima Sana In Corpore Sano, meaning "A Sound Mind in a Sound Body," is an old Latin phrase from which ASICS is derived and the fundamental platform on which the brand still stands. The company was founded more than 60 years ago by Kihachiro Onitsuka and is now a leading designer and manufacturer of running shoes, as well as, other athletic footwear, apparel and accessories. For more information, visit www.asics.com.

About Cookies for Kids' Cancer

Through the concept of local events and online cookie sales, Cookies for Kids' Cancer inspires individuals, organizations, and businesses to join in the fight against pediatric cancer by raising the funds and awareness necessary to change the facts of pediatric cancer and provide more families with the hope they deserve. The organization has granted nearly $4 million in less than five years to the leading pediatric cancer research facilities including Children's Hospital of Philadelphia, Texas Children's Cancer Center, Memorial Sloan Kettering Cancer Center, St. Jude Children's Research Hospital and Dana Farber Cancer Center. Beginning in 2013, Cookies for Kids' Cancer is also matching dollar for dollar the allowance per child enrolled to the Children's Oncology Group's Phase 1 & Pilot Consortium, which is comprised of 21 premier pediatric oncology programs throughout the country. This support ensures an even greater number of children with pediatric cancer receive the care needed. For more information, visit www.cookiesforkidscancer.org, and follow us on Facebook www.facebook.com/cookiesforkidscancer, Twitter@cookies4kids, Pinterest http://pinterest.com/cookies4kids/ and Instagram http://instagram.com/cookies4kids.

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