Since 1949, ASICS has been “committed to nurturing the world’s youth through sports in order to contribute to society” (ASICS). The Japanese company has been present in multiple sports events, all over the world, and has been growing side to side with the latest trends.
Unlike many other brands, ASICS was built on a strong historical identity, being one of the few companies to start a business right after the end of World War II. The founder Kihachiro Onitsuka, started with four employees making sneakers for children, with the goal of promoting healthy lifestyles through sports and athletics, to raise the spirit and morale in post-war.
ASICS has come a long way, and has been a staple for multiple generations. When the “Dad shoe” trend emerged on the fashion picture, ASICS already had their timeless GEL trainers, bringing their classic silhouettes to the streetwear scene.
In 2017, the British designer Kiko Kostadinov, paired with the Japanese brand to release “chunky runners, riffing off typically unfashionable ASICS silhouettes” (Hypebeast). At this time, this collaboration was probably one of the first steps that ASICS took to establish their ground and keep up with the trends.
Early this year, in order to celebrate the art of Japanese craftmanship, ASICS unveiled two sneakers – ASICS GEL-Kayano 14; GEL-Kayano Trainer 21, applying the “Monozukuri” (production) concept.
The highly crafted pairs, combined a great execution of leather renditions and neutral cream tones.
The GEL-Kayano 14 sees its construction on a darker approach, consisting of black leather overlaid with cream, white highlights and dark red details on the back. The laces have a premium treatment and are made from the same fabric as the rest of the shoe.
In contrast, the GEL-Kayano Trainer 21, comes in a much more brighter outlook. The beige leather construction is overlapped with rubbery fabric, that draws the ASICS side trademark over the shoe. The YIN of this YANG silhouette, is the black insole and the GEL pods on the tan outsoles.
This mini collection, that is not really appropriate for runners, is one of the many steps ASICS has taken in to becoming a contemporary sports brand that transcends to our daily life.
By Alice Derrica