HBX announces its first co-branded shoe with ASICS, a collection that pays tribute to GEL-KAYANO™ 5 OG
HBX, Hypebeast Group’s online e-commerce destination, officially announces their first shoe collaboration, teaming up with Japanese brand ASICS to launch the ASICS x HBX GEL- KAYANO™5 OG collection, exclusively dropping on 31st May 2019 on HBX.com and its brick-and- mortar store in Hong Kong.
In the re-release of the iconic GEL-KAYANO™ 5 OG silhouette, it has referenced the inspirations for the 90’s era to pay tribute to the original 1999 release date. The colorway of the shoe harps back to the year of transition to a more computerized world with the launch of Web 1.0 (Internet Explorer 5), MySpace, Napster, and heated discussions on dystopian sci-fi fantasies such as the movie Matrix and Y2K apocalypse.
The ASICS x HBX GEL-KAYANO™ 5 OG will launch with a series of campaigns that will reference 90’s nostalgia to the millennial demographic. The flash mini-game site (to be launched at http://hypebeast.com/ asicsxhbx) with Web 1.0 experience will remind players of some fun childhood moments, with chances of winning limited giveaways. The excitement from the online experience will then transcend to the HBX retail store, where an in-store preview will be held at SHOP B30, LANDMARK MEN, LANDMARK ATRIUM, 15 Queen’s Road Central, Hong Kong on 24th May for VIPs and fans to first witness the collection with an archival experience in 1999.
Stay tuned for more news on the up-coming activations, or visit hbx.com and IG to lookout for related news and drops.
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