Afew & Hummel Connect for the Vibrantly-Colored Marathona "Stay Foolish"
“We made the design look like it was made by children.”
Continuing to celebrate ten years as a brand, Afew has shared another offering from the label’s 10th Anniversary collection. Specifically, Afew is teaming up with Hummel for a new Marathona collaboration based on the concept of “Stay Foolish.”
The “Stay Foolish” concept of the new Afew and Hummel Marathona collaboration is billed as a “homage to our inner child and a reminder to not forget out dreams” — which is represented on the quote that adorns the tongue’s interior label, which reads, “Sometimes we lose sight of our real dreams because we just get tied up in the daily grind.”
“‘The floor is lava’ is one of the most famous examples for the imagination of a child. A game that everyone can imagine, and a game as silly as it sounds. But if you are able to ‘see’ the lava as an adult, you never lost sight of your inner child. The goal of the ‘Stay Foolish’ project is to thematize exactly this topic,” reads Afew’s official press statement. “Stay foolish and remind yourself to stay foolish. We made the design look like it was made by children. To have the right visual effect, we redesigned our and Hummel’s logo completely against our corporate identity. The result is two childlike handwritten logos. Additionally, there are more elements on the sneaker which points out the ‘Stay Foolish’ project.”
You can take a look at the new Afew and Hummel Marathona “Stay Foolish” collaboration above. The sneaker itself is scheduled to hit retailers on Saturday, February 23, and will retail for $170 USD.
Previously, Afew linked up with BEAMS to produce the ASICSTIGER GEL-Lyte III “Orange Koi.”
