JJJJound is joining forces with Asics for their next sneaker collaboration and is set to become the must-have shoe of the summer.
Officially launched in 1977 (before that it operated under Onitsuka Tiger), Asics has long established itself as one of the biggest sneaker brands in the world. Preferred by the likes of Olympic marathon champion Rosa Mota and 2004 Olympic champion Stefano Baldini, Asics shoes are a natural choice for runners. In recent years, however, the brand has found a new footing among sneakerheads who want to flex their shoe game for anything but sporty reasons. Kelly Fatouretchi, category director for athletic-style footwear at Asics, told the WSJ earlier this year that “high-end designers are giving permission to view sneakers as more than just utilitarian.” People are now “using [Asics] shoes for specific activities to be used in everyday life”.
While Asics continues to release its Gel-Kayano kicks with their EVA midsoles as fitted shoes for men and women who want to cut down on their 5k time, Asics, through collaborations with left-field designers like Kiko Kostadinov, Vivienne Westwood and label of the west coast, Brain Dead, steadily increased its audience elsewhere.
The latest with JJJJound is sure to have sneaker fans around the world scrambling to secure a pair on delivery day and exemplifies Asics’ move into ultra-trendy territory. Founded by Montreal-based Justin R Saunders in 2006 as a digital mood board, the brand has become a key player in the sneaker world. While JJJJound has previously partnered with the likes of Reebok and Victory Sportswear, this is their first connection with Asics.
Jjjjound took Asics’ iconic, streamlined GEL-Kayano 14 and revealed that two pairs of shoes are on the way. As with their previous sneaker collaborations, JJJJound has unveiled the shoe, which was initially intended for running but found itself on the feet of everyone from Joe Jonas to Bella Hadid (and not for sport), in two pretty colorways. off. The shoes come in silver and white, and off white and black combinations, while JJJJound branding covers the heel and insole and Asics logo details decorate the tongue. Ultra-chic, extremely thoughtful: it’s the kind of thing you’d expect The Row to put out.
At this time there is no set release date for the sneak peeks, but we can guarantee they will fly.
Source: www.gq-magazine.co.uk