ASICS Won 2025 by Perfecting the Shoes People Actually Wear

This story is a complementary profile to the 2025 Hypebeast100, our annual recognition of the creatives shaping fashion and culture today. Explore the full Hypebeast100 list, award winners, and this year’s Next class of emerging designers here.

ASICS has claimed the Footwear Brand of the Year award at our annual Hypebeast100 for the third time in four years. In a world obsessed with chasing newness, ASICS has evolved right before our eyes. The definition of a traditional ASICS sneaker — a comfortable, retro-inspired runner like the GEL-KAYANO 14 — has not changed. Still, the brand has leveraged distinctive collaborations and refreshed in-line designs to push itself forward.

While ASICS invited collaborative titans such as JJJJound and Kith to craft high-energy campaigns, the brand did not shy away from taking risks with new partnerships. Story mfg. reimagined the GEL-VENTURE 6 with gingham patterning and a dual-layer lacing system. At the same time, Little Tokyo Table Tennis transformed the GEL-NIMBUS 10.1 with a ping-pong-table-inspired build and a bold apparel range to match.

Whether it’s flipping a logo or reworking an established color palette, many long-term footwear collaborations can become predictable. For Kiko Kostadinov and ASICS, predictability is the one thing their partnership avoids. Beyond operating their collaborative NOVALIS line — which experienced a relatively quiet year — the two presented curation models by Kiko Kostadinov Studio and ASICS. Kostadinov is one of several partners to unveil collaborative campaigns during fashion week, reinforcing ASICS’ global relevance by appearing at the industry’s most influential moments.

What truly sets ASICS apart is accessibility. While a collaborator such as JJJJound may introduce a model like the GEL-QUANTUM 360 I AMP, the brand does not hesitate to offer complementary in-line designs to a broader audience. The result is a refreshing cohesion across the ASICS ecosystem. A flashy campaign may serve as the initial spark, but the general-release GEL-KAYANO 12.1 sitting on the shelf of your local sneaker store may be the pair you ultimately fall in love with.

This expansion of ASICS’ stylish in-line rotation stems from several of the aforementioned silhouettes, alongside other standouts such as the GEL-KINETIC FLUENT and 2024’s GEL-NIMBUS 10.1, which finally had its moment this year. Crucially, many of these models are rooted in ASICS’ performance-driven foundation, carrying credibility from one generation of sneakers to the next. Where the brand truly expanded its range was with the Leggerezza FB, the lead silhouette from the newly established ASICS Skateboarding division.

The expansion of its women-focused offerings also fueled ASICS’ ascent in 2025. While we have grown accustomed to Cecilie Bahnsen bringing floral footwear to the fashion-week spotlight, this was far from the only partnership shaping the brand’s femme-forward direction. SHUSHU/TONG reprised its role as a forward-thinking collaborator, further positioning ASICS as a go-to for style-conscious women. Meanwhile, Nanushka delivered the most significant lift in brand visibility across our channels, underscoring ASICS’ power as a creative canvas.

Beyond bold campaigns and eye-catching designs, comfort remains the constant thread running through every ASICS shoe. It is the foundation that allows the brand to experiment widely without losing its identity. Paired with boundary-pushing collaborations, elevated in-line models, and a growing women’s segment, ASICS stands as one of the key forces shaping the future of footwear. This balance is why the brand is not simply leading the industry today, but actively defining where footwear is headed next.

To better understand the thinking behind ASICS’ continued momentum and how the brand balances innovation, accessibility, and purpose, we spoke with Alvaro Moreno de la Cruz, Global General Manager of SportStyle Marketing and Ryan Cua, Global Head of Collaborations at ASICS Corporation. The conversation explores ASICS’ approach to collaboration, the impact of long-term creative partnerships, and how the brand is evolving its women’s offerings.

What does winning Footwear Brand of the Year for the third time say about how people are connecting with ASICS today?

Alvaro Moreno de la Cruz: What excites us most about this recognition is what it represents: people genuinely connecting with what we stand for. The resonance goes beyond product appeal; consumers are connecting with our brand, our products, and our ethos as an integrated whole. Our focus has always been on creating functional, versatile, and comfortable products that enable lifestyles and inspire movement.

This connection stems from our Japanese principle of creating with purpose and integrity, aligned with our Sound Mind Sound Body philosophy. People aren’t just buying shoes; they’re embracing our belief that movement should be seamlessly integrated into daily life for better well-being.

ASICS’ consistent rise and ability to bring fresh energy to an otherwise stale footwear scene has stood out. How does the brand remain at the forefront?

Ryan Cua: Our partners have been instrumental in cementing ASICS as a leader in forward-thinking design. Collaborators like Kiko Kostadinov, KITH, and Cecilie Bahnsen bring distinct points of view, allowing us to evolve while staying rooted in our design history and heritage. This balance of fresh creative input and a clear sense of identity keeps ASICS at the forefront of a stagnant footwear landscape.

How does ASICS determine which collaborators align with the brand, and what makes a partnership worth pursuing?

Alvaro: We’ve always believed in the power of partnerships, but we’re now more thoughtful in how we approach them. Collaborations aren’t about following trends, but about finding like-minded creative forces who share our values and vision for bringing high-quality products to life. The magic happens when we grow together through the creative process.

We’ve expanded our global network, working with diverse talent across regions and cultural nuances. Rather than chasing the biggest names, we seek partners who genuinely connect with our values and Sound Mind Sound Body philosophy. This approach allows us to remain fresh and relevant while staying true to our core principles.

Whether large-scale or more intimate projects, the goal is always the same: to create something meaningful, original, and true to ASICS’ ethos of functional innovation and purposeful design.

What role has Kiko Kostadinov played in shaping the evolution of ASICS’ SportStyle division?

Ryan: Kiko has helped redefine what a footwear collaboration can be, and his influence is now part of the DNA of ASICS SportStyle. Many past projects have aged exceptionally well and helped shape the future of both our brand and the industry. Styles like the GEL-KIRIL series and GEL-QUANTUM LEVITRACK pushed boundaries and remain relevant. We’re excited about what’s ahead, including upcoming tabi releases, ASICS NOVALIS, OTTO958, and more.

Alvaro: Since 2017, Kiko has been a true collaborative catalyst at a pivotal moment as we reimagined lifestyle footwear. He has a deep understanding of who we are as a brand and works closely with us in a meaningful process where we innovate together while respecting our core identity.

Through this collaboration, we’ve articulated our SportStyle identity more clearly. Our archive deeply inspires Kiko, and together we’ve explored new territories. With initiatives like the Curation range, his design input reaches a wider audience while keeping us accessible. Many original Kiko collaborations have inspired our in-line range, including the GEL-KINETIC series. This mutual growth has been essential in making ASICS a global, forward-thinking brand.

How has ASICS’ approach to women’s footwear evolved, and what changes are you seeing in how women engage with the brand?

Alvaro: Women have become a major force in sneaker culture, and this shift has been incredibly important to ASICS. We’ve focused on building deeper connections through intentional understanding rather than surface-level approaches.

Women are increasingly conscious about well-being, which connects directly with our Sound Mind Sound Body philosophy. They’re seeking footwear that transitions seamlessly through daily life. Our work with designers like Laura and Deanna Fanning and Cecilie Bahnsen reflects this commitment. These collaborations go beyond product, aligning comfort, luxury, and mindful movement. Across markets, women are engaging with the brand more meaningfully through community, storytelling, and shared values.

Ryan: Allowing partners like Laura and Deanna Fanning, Cecilie Bahnsen, and COMME des GARÇONS to lead women’s projects has helped address key gaps. These collaborations serve women authentically through design, storytelling, and collaboration, resulting in stronger engagement and genuine excitement.

If a single word could define the future of ASICS footwear, what would it be?

Alvaro: Kaizen. The philosophy of continuous improvement has always defined us. There’s always something to refine, evolve, or elevate, driving better products and helping more people move and feel better through Sound Mind Sound Body.

Ryan: Consistency. While trends change, our focus remains the same: staying true to who we are and delivering high-quality products that promote Sound Mind, Sound Body.