ASICS has linked up with London-based graphic art and culture collection Expert Horror for a series of graphic T-shirts, paying homage to ‘90s sportswear and updating it through a new contemporary lens.
Expert Horror — a collective known for its eclectic takes on culture, art, music, photography, politics, fashion and technology — often makes each project different to the last in both theme and style. With this collection, both brands were keen to include the design aesthetic and heritage of ASICS, with the graphic design of Expert Horror. Approaching the project with the goal of looking at ‘90s nostalgia through a new contemporary lens, each T-shirt features an illustration of the ASICS GEL-KINSEI, a sneaker which holds technology that inspired the design of the product.
The campaign itself alludes to a sport’s warm-up session. Shot in a London gymnasium, the shoot has a notion to movement and fitness and is a nod to the ASICS GEL-KINSEI, a trainer with an original purpose of a performance running shoe.