What's Happening?
Asics SportStyle has announced a new collaboration with London-based jewelry and accessories brand Completedworks, resulting in a unique version of the Gel-Kayano 20 shoe. This collaboration marks Completedworks'
debut in sneaker design, featuring handcrafted elements such as mismatched gems and pearlescent bows. The shoes are part of Asics' 'Crafts for Mind' program, which supports mental wellbeing through creativity. The collaboration will be available at select retailers following its debut at London Fashion Week.
Why It's Important?
This collaboration highlights the intersection of fashion and functionality, showcasing how sportswear brands are increasingly partnering with luxury and design-focused labels to create unique products. The partnership with Completedworks allows Asics to tap into a new market segment, appealing to consumers interested in both high-performance footwear and fashion-forward design. Additionally, the collaboration supports mental health initiatives, aligning with growing consumer interest in brands that contribute to social causes. This move could influence future collaborations in the industry, encouraging more brands to explore creative partnerships.
What's Next?
The Asics x Completedworks Gel-Kayano 20 will be available for purchase following its debut at London Fashion Week, with further releases planned at Dover Street Market locations. The success of this collaboration could lead to additional partnerships between Asics and other design-focused brands, expanding their product offerings and market reach. The initiative may also inspire other sportswear companies to explore similar collaborations, blending performance with luxury design elements. As consumer interest in unique and socially responsible products grows, such collaborations are likely to become more prevalent.
