The L.A. Marathon has a new title sponsor: the maker of Asics shoes.

Asics Ltd., a Japanese athletic apparel company with North American headquarters in Irvine, committed to sponsor the event through 2015, the company announced Tuesday.

Asics will replace car maker American Honda Motor Co. Inc. of Torrance, which sponsored the event for three years beginning in 2010.

The March event, operated by non-profit L.A. Marathon LLC, will take the name Asics L.A. Marathon. Asics also expects to begin selling custom L.A. Marathon merchandise.

The 26-mile race will start at Dodger Stadium and end in Santa Monica.