What's Happening?
Asics SportStyle has announced a new collaboration with London-based jewelry and accessories brand Completedworks. This partnership introduces a reimagined version of the Gel-Kayano 20, a performance running shoe from Asics' early-2000s archive. The design, handcrafted in Completedworks' London studio, features unique elements such as mismatched gems, pearlescent bows, and floral motifs, creating a technically driven silhouette with jewelry-like details. This collaboration marks Completedworks' first venture into sneaker design and its initial partnership with Asics. It is part of Asics SportStyle's 'Crafts for Mind' program, which supports mental wellbeing through creativity. A portion of the profits will benefit the Yorkshire Sculpture Park's
Community Program, which offers artist-led activities in collaboration with Appletree Community Garden. The shoes will be available for $300 at Completedworks.com and Dover Street Market London after the brand's London Fashion Week show on February 21, with further launches in Paris and Ginza in March.
Why It's Important?
This collaboration highlights the growing trend of merging fashion with functionality, as seen in the integration of jewelry design into athletic footwear. It reflects a broader industry movement towards creating products that are not only practical but also aesthetically appealing. The partnership also underscores the importance of mental health initiatives in the corporate sector, as Asics' 'Crafts for Mind' program aims to promote mental wellbeing through creative endeavors. Additionally, the collaboration could enhance Asics' brand visibility and appeal, particularly in the fashion-forward markets of London, Paris, and Ginza. By supporting community programs, the collaboration also demonstrates a commitment to social responsibility, potentially strengthening brand loyalty among consumers who value corporate social responsibility.
What's Next?
Following the initial release in London, the Asics x Completedworks Gel-Kayano 20 will launch in Paris and Ginza, expanding its reach to international markets. The success of this collaboration could lead to further partnerships between Asics and other fashion brands, potentially influencing future product lines. Asics North America has reported significant revenue growth in its sportstyle category, and this collaboration could further boost sales and market presence. Retailers and consumers will likely watch closely to see how this unique blend of fashion and function performs in the market, potentially setting a precedent for future collaborations in the industry.
