ASICS x PLEASURES GEL-NYC™ Collaboration
ASICS is thrilled to unveil an innovative collaboration with the Los Angeles-based lifestyle brand, PLEASURES, celebrating the beauty of nature. This partnership aims to create a dynamic sensory experience, drawing inspiration from the wonders and textures found in the natural world. To bring this vision to life, PLEASURES enlisted the expertise of Shelby Kay Reed, a long-time collaborator, marking their third joint project.
The collaboration ASICS x PLEASURES revolves around the theme of nature, with a focus on immersive visuals and design. A talented team of visual artists and creatives dedicated significant effort to craft environments that effectively showcase the new GEL-NYC™ shoe. They developed a custom-built set that embodies an interactive nature scene, allowing the shoe to seamlessly connect with its surroundings. By creating tactile experiences that simulate flowing tidepools, a moss-like field, and bubbling mud pots, the campaign evokes a profound sense of the natural environment.
The GEL-NYC™ shoe features a unique upper construction that pays homage to the GEL-NIMBUS™ 3 from the early 2000s while incorporating elements from the GEL-MC PLUS™ V design. This blend of retro influences is complemented by the cutting-edge tooling of the GEL-CUMULUS™ 16 shoe, which contrasts the upper’s nostalgic elements. The midsole combines lightweight foams and advanced GEL™ technology inserts, providing unparalleled comfort and support for everyday wear.
With style number 1203A622.700, the GEL-NYC™ is not just a shoe; it’s a testament to the fusion of art and functionality. The upper is designed for optimal performance and aesthetic appeal, drawing inspiration from the past while embracing modern technology. The rearfoot and forefoot GEL™ technology enhance comfort, ensuring that wearers can navigate their daily routines with ease.
