ASICS Calls Upon Global Creatives For Its "ENGINEERED FOR EVERYDAY" Campaign
Introducing a new iteration to The GEL-QUANTUM 180™ line.
ASICS has unveiled a new GEL-QUANTUM 180 silhouette marking the sixth iteration of the classic sneaker and latest addition to its performance-based SportStyle line, announced alongside the launch of its Spring/Summer 2021 “ENGINEERED FOR EVERYDAY” campaign.
ASICS’ design ethos is creating products built for everyday life, able to adapt in various situations. For this campaign, ASICS has tapped into creatives from around the globe to illustrate this message like LA-based photographer Cam Hicks and London-based furniture designer Kusheda Mensah who both use their art to navigate through an ever-changing landscape.
The sneaker possesses an unchanged 180 degrees GEL technology cushioning but sees an aesthetic makeover on the upper featuring a mesh toe box with leather overlays similar to their running models. Promoting a more active lifestyle, designer Yasuyuki Takada studied the archives wanting to connect history with present technology to offer new comfort and value explaining that “inspiration was taken from ASICS’ performance running product in the 2000s and modernized it for lifestyle scenes.”
The GEL-QUANTUM 180 6 will be launching in both men’s and women’s models — the men’s consisting of a black upper with a blue-to-lime green gradient GEL cushioning and the women’s in a cool gray and ocean blue-to-white midsole.
The GEL-QUANTUM 180 retails for €140 EUR (approximately $170 USD) and launches on January 22 via the ASICS webstore and official stockists.
Check out ASICS’ latest GEL-LYTE III offerings here.
