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Isn't it "Asics"?

(I helped save b3ta! Jam Master Geordie Hero of B3ta., Tue 19 May 2009, 21:37, archived)
It is, strictly speaking.
But their logo looks like an "a" and always has their name asics after it, so people call them aasics.
(I helped save b3ta! Master Of Turnips. Only gays and morons believe in ghosts., Tue 19 May 2009, 21:39, archived)
in this case, it's probably sainsburys bAsics

(I helped save b3ta! manolith hooray for me, Tue 19 May 2009, 21:40, archived)