Asics bets big on milan design week with kinetic shoe debut
Milan is about to get a dose of future-forward footwear as Asics SportStyle launches a groundbreaking pop-up experience during Milan Design Week.
Introducing the gel kinetic 2.0: a retro-futuristic dive
Anissa Jaffery, EMEA PR and brand collaborations lead for Asics SportStyle, revealed details of the company’s first major cultural activation in Italy, a three-day pop-up at Garage 21. This isn’t just a display; it’s the unveiling of the Gel Kinetic 2.0, a shoe poised to make a significant impact.
A focus on experience, not sales
Jaffery emphasized that the activation – dubbed “Kinetic Playscape” – prioritizes immersion over immediate purchase. The space, designed in partnership with LA-based design studio Nuova Group, is built around a retro-futuristic world, where visitors can physically interact with the shoe and experience its technological benefits.
Kaizen: the asics philosophy
What’s particularly interesting is the shoe’s lineage. Asics’s commitment to “Kaizen,” a Japanese philosophy of continuous improvement, means that the Kinetic range has evolved through iterations, building on a 2021 collaboration with Kiko Kostadinov and a subsequent refinement in 2022. This latest version represents the culmination of that ongoing development.
Building on a solid foundation
Jaffery highlighted the importance of staying rooted in the consumer. “Always stay focused on the consumer,” she stated, “It’s easy in our industry to get caught up in what you personally find exciting. But the real question should always be: ‘Does this resonate with the audience that we’re trying to reach?’
Strategic market shift
Asics is placing a considerable emphasis on the Italian market, now considered a key focus area for marketing initiatives. The brand is deliberately leading with this in-line product, rather than a collaboration, demonstrating a clear strategic direction.
Collaborations beyond the shoe
While the pop-up focuses on the Kinetic 2.0, Asics is actively partnering with retailers like Slam Jam to expand distribution. The brand strategically leverages relationships with chefs, producers, and directors – individuals whose opinions hold credibility within their respective communities – rather than relying solely on traditional influencer marketing.
Ogilvy’s wisdom
“Give me the freedom of a tight brief,” the legendary David Ogilvy once said. Jaffery embodies this spirit, emphasizing the power of clear messaging and a deep understanding of the brand’s core values – in Asics’s case, comfort.
Beyond the buzzwords
Intellectual influencers are gaining traction, building trust through expertise, not just popularity. Asics recognizes this shift, prioritizing authentic partnerships with individuals who embody the brand's ethos.
Closing statement
As Milan Design Week kicks off, Asics is poised to make a splash, demonstrating a bold vision for the future of footwear and a commitment to engaging consumers in meaningful ways. The Kinetic Playscape is more than just a pop-up; it’s a statement.