ASICS SPORTSTYLE AND STUDIO HAGEL COLLABORATE ON NEW NEOCURVE SHOE

In collaboration with Dutch design house Studio Hage, ASICS Sportstyle is releasing a new NEOCURVE shoe crafted from discarded materials to form an upcycled look. The pair of sneakers contains old, defective, and unsold materials and, in partnership with Fast Feet Grinded recycling company, are embodied into a novel product that aligns with ASICS pro-sustainable attitude.

Drawing from its Japanese root and rich heritage, the sneaker merges archival designs with cutting-edge innovation. It pays homage to ASICS’ legacy by revitalising the training collection, combining retro aesthetics with futuristic creativity. The model itself has a striking wave design with silver-metallic finishes, and influenced by the speed races on the Salt flats, embraces a design-first approach for everyday wear.

“For our concept, we always wanted to innovate but at the same time, stay true to the brand,” says Mathieu Hagelaars, Creative Director of Studio Hagel. “We went through all the catalogues at the ASICS European head office dating back 35 years and selected the styles that resonated with us. From there we started playing and experimenting to see how far we could push the concept to create something new and innovative.”

As ASICS has always been committed to sustainability, the creation of the NEOCURVE has taken place on a local level, with each step in the production chain situated within Europe. This approach aims to minimalise the environmental footprint of global supply chains and reinforces the brand’s devotion to protect mother nature.

The sneaker is exclusively available in Europe starting October 31, 2024, and will be obtainable via the ASICS website and at select retailers.