While globally recognized for their sports shoes, ASICS’ launch at Urban Yard, Bangkok, showcased its grandeur in all its categories – Performance Running, Core Performance Sports, and ASICS SPORTSTYLE and Apparel. The event layout resonated with the brand’s multifaceted image, engaging attendees with four unique thematic spaces.
A Gathering of Icons and Influencers
Southeast Asia’s prominent media figures, brand partners, and celebs graced the launch. Philippines’ pride, Miss Universe Philippine 2019, Gazini Ganados, influencers Bea Benedicto, Marline Capones, and actor Gab Lagman were among the illustrious attendees. Global icons, from Tay Tawan, Pon Nawasch, Toey Pongsakorn, and Neng Sarun to marathon sensation Natalie Dau, underscored the collection’s global appeal.
“ASICS is firmly rooted in the founding philosophy of “A Sound Mind in a Sound Body” in a bid to improve both the body and mind through movement in sports and exercises. The new Autumn Winter 2023 collection aims to inspire all within the community to move their bodies to positively impact their mental and physical health.” – Yogesh Gandhi, Managing Director of ASICS Southeast Asia.
Embracing Sustainability with Art
The event emphasized sustainability, with ASICS joining hands with Thai artist WISHULADA. Their collaboration birthed art installations crafted from repurposed ASICS products, symbolized aptly by the upcycled ASICS logo. This sustainable theme highlighted their eco-conscious ASICS GEL-LYTE™ III CM 1.95 shoe.
Performance Running: A Legacy Continues
Guests explored ASICS’ groundbreaking running innovations, from the GEL-CUMULUS 25 to the 30th-anniversary special, GEL-KAYANO™ 30. An interactive GEL-KAYANO™ 30 Running Clinic offered a tactile experience, spotlighting the shoe’s three-decade-long evolution. Most notably, guests were introduced to the latest 30th anniversary iteration of the ASICS GEL-KAYANO™ series – the GEL-KAYANO™ 30 – that is designed for a more comfortable and stable ride with the 4D GUIDANCE SYSTEM™. To put the shoe to the test, regional guests had the first-hand opportunity to participate in the GEL-KAYANO™ 30 Running Clinic held earlier in the day, that has been designed with stability-centric workouts while having the opportunity to learn about the shoe’s illustrious 30-year legacy.
Fashion Meets Function: Core Performance Sports
Guests got a glimpse of the GEL-RESOLUTION 9 Tennis Shoe, a majestic collaboration with fashion giant BOSS. ASICS’ ACTIBREEZE AW23 and NAGINO Collection emphasized comfort and body confidence. Complementing the launch, ASICS initiated the ‘Move Every Mind‘ study, highlighting movement’s mental health benefits.
ASICS SPORTSTYLE Café: Where Fashion Meets Comfort
The SPORTSTYLE Café showcased trendsetting designs from the AW23 Collection. Trailblazing in the SPORTSTYLE category, the ASICS AW23 Collection combines form, function and fashion to put forth reimagined models of the GT-2160, JAPAN S ST and EX89. Through the eyes of fashion house Cecile Bahnsen, the ASICS GT-2160 harmonises everyday couture intricacies of hyper feminine form and embellishments fused with ASICS’ technical expertise. The JAPAN S ST model amps the iconic basketball silhouette with improved cushioning and modern properties, while the latest iteration of the EX89 flashes new colourways on top of the inaugural introduction last year.
Embrace the Autumn Winter 2023 ASICS collection available at key ASICS outlets, premium department stores, and online at ASICS.COM.
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