When it comes to blending top-tier performance with unmatched style, ASICS has once again taken the lead. The brand recently launched its highly anticipated ASICS AW2023 collection, setting new benchmarks across Performance Running, Core Performance Sports, and ASICS Sportstyle and Apparel. The curtain was raised at the ASICS AW2023 Media Preview Day in vibrant Bangkok, Thailand, within the stunning confines of Urban Yard. A sensory delight awaited, as the event showcased not just fashion but a holistic lifestyle that Gen-Z and sports enthusiasts are sure to embrace.
Unlocking the Collections
Imagine stepping into a realm of discovery where innovation and inspiration collide. ASICS didn’t just unveil products – they also presented an experience. The ASICS team ingeniously divided into four unique concepts for an immersive experience for its latest offerings for media, partners, and notable brand ambassadors from across Southeast Asia. From accomplished actors like Tay Tawan and Pon Nawasch to fitness icons like ultra-marathoner Natalie Dau and Miss Universe 2019 Gazini Ganados, a stellar lineup was present to witness the fusion of cutting-edge product innovations spanning from sports to high fashion.
The Heart of the Collection
As always, ASICS’s innovative products continue to resonate with its core philosophy – “A Sound Mind in a Sound Body.” It’s with this ethos that the Autumn Winter 2023 collection takes centre stage, inviting the entire community not just to move but to move with purpose. Yogesh Gandhi, the Managing Director of ASICS Southeast Asia, eloquently expressed, “The new collection aims to inspire all within the community to move their bodies to positively impact their mental and physical health.” With each design and innovation, ASICS is a beacon of wellness, weaving its ethos into every thread and sole.
Artistry Meets Sustainability
In an age where sustainability is paramount, ASICS doesn’t just talk the talk – they walk the walk. Collaborating with Thai social activist turned artist WISHULADA, the brand transformed old ASICS footwear and apparel into remarkable art installations. A vivid reminder of their commitment to sustainability and a vital part of the brand’s philosophy. These installations celebrated ASICS’ lowest carbon emitting shoe – the ASICS GEL-LYTE™ III CM 1.95. It’s a statement of fashion with a conscience.
Running into Excellence
Under the Performance Running category, guests were treated to a world of running redefined. The iconic GEL-CUMULUS 25, GEL-KINSEI MAX, and GEL-KAYANO 30 models also received stellar upgrades, aimed at enhancing the running experience. Notably, the ASICS GEL-KAYANOTM 30, marking its 30th anniversary, took the spotlight with its 4D GUIDANCE SYSTEMTM, ensuring a comfortable and stable stride. Attendees also got a hands-on experience with the GEL-KAYANOTM 30 Running Clinic – a testament to ASICS’ dedication to running excellence.
Fashion Meets Performance
Meanwhile, in the Core Performance Sports category, ASICS merged performance and high fashion, collaborating with BOSS to introduce the limited-edition GEL-RESOLUTION 9 Tennis Shoe. Designed for tennis champion Matteo Berrettini, this model seamlessly blends advanced technology with BOSS’ signature style. The AW23 NAGINO Collection empowers women to move confidently, while the ACTIBREEZE line-up focuses on performance-enhancing breathability. ASICS is more than just sports. It’s about embracing movement for a healthier mind and body. The Move Every Mind study speaks to this purpose, tackling exercise inequality and advocating for mental health benefits through action.
SPORTSTYLE Elevation
The ASICS SPORTSTYLE Café within the event site serves as a hub for the latest launches. The ASICS AW2023 collection redefines style and function. It also breathes new life into models like the GT-2160, JAPAN S ST, and EX89. Collaborating with fashion house Cecile Bahnsen, the GT-2160 marries hyper-feminine couture intricacies with ASICS’ technical prowess. At the same time, the JAPAN S ST model amplifies the basketball silhouette, while the EX89 flaunts new colourways, building upon its inaugural success.
In a world where fashion meets function, the ASICS AW2023 collection stands as a testament to innovation, sustainability, and also the pursuit of holistic well-being. From performance runners to style connoisseurs, this collection has something for everyone. ASICS’ journey, rooted in the “Sound Mind, Sound Body” philosophy, has never been more vibrant and relevant. As we step into a new era of movement and style, ASICS leads the way with a collection that not only adorns but also empowers.