Currently, the ASICS “GEL Series” is the most popular running shoe in the crowded category. In Japan, if you look at the feet of fashionable people, it is commonplace to see them casually wearing ASICS shoes. The spark that ignited their popularity came from fashionable people in Europe and the United States. In this issue, we explain why they choose the ASICS “GEL Series. In addition, we will introduce five recommended models and their coordination examples, so be sure to read on!
CONTENTS
- What is GEL Technology? | ASICS's iconic technology! Continuously improved over the past 30 years to provide exceptional comfort
- Why Fashionable People in Europe and America Choose ASICS | The running shoe boom that is taking place in the fashion scene is boosting popularity!
- Why fashionable people in Europe and America choose the ASICS | The power of the Japanese brand that has won the trust of the fashionable class
- Reasons why fashionable people in the West choose the ASICS | Trust earned through collaboration with a wide variety of fashion brands
- The Y2K-inspired design is perfect for today's mood! | No. 1 'GEL-KAYANO 14'
- The collaboration with a popular brand is a GEL-NYC | No. 2 'GEL-NYC'
- Equipped with Scutoid GEL inspired by human cells. It features GEL placed not only in the heel but also in the toe. Its advanced design is inspired by ASICS's leading running shoes such as GEL-NIMBUS, GEL-KUSHON, GEL-KINETIC, and GEL-KINSEI series.
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Mandatory Credit: Photo by NOWFASHION/Shutterstock (15165760n) Model on the catwalk at the Toga fashion show in London, Fall Winter 2025 Ready To Wear Fashion Week, Runway Look #014 Toga collection, Ready To Wear Fall Winter 2025, London Fashion Week, England – 23 Feb 2025Read more56 106
Mandatory Credit: Photo by NOWFASHION/Shutterstock (15165760o) Model on the catwalk at the Toga fashion show in London, Fall Winter 2025 Ready To Wear Fashion Week, Runway Look #015 Toga collection, Ready To Wear Fall Winter 2025, London Fashion Week, England – 23 Feb 2025Read more57 106
Mandatory Credit: Photo by NOWFASHION/Shutterstock (15165760q) Model on the catwalk at the Toga fashion show in London, Fall Winter 2025 Ready To Wear Fashion Week, Runway Look #018 Toga collection, Ready To Wear Fall Winter 2025, London Fashion Week, England – 23 Feb 2025Read more58 106 59 106
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What is GEL Technology?ASICS's iconic technology! Continuously improved over the past 30 years to provide exceptional comfort
GEL Technology” is ASICS’s proprietary technology that incorporates a soft, highly cushioned gel material into the sole to provide high resilience while cushioning the impact of a landing. The first specification was the application of “αGEL” to the midsole. GEL is no longer just a shock-absorbing material; it is a symbol of ASICS’s functional beauty.
To learn more about the history of GEL, check this page on the official ASICS website!
The running shoe boom that is taking place in the fashion scene is boosting popularity!
As of 2025, fashion incorporating running shoes has become a standard. Whether it is a baggy denim outfit with a pair of colorful running shoes on the feet for a street look, or a clean look with a pair of running shoes on the feet to add a touch of sophistication, fashion-conscious fashionistas of all styles are likely to own a pair of running shoes. The ASICS “GEL series” has also been gaining support as a fashionable sneaker. The GEL-KAYANO 14, along with the New Balance 1906R and On’s Cloudmonster, are leading the popularity of running shoes in the fashion scene.
Editor KonnoI used to frequently buy hyped sneakers at a premium price during the height of the sneaker boom a few years ago, but now I’m all about Asics. It all started with a scene I saw at an airport overseas. I saw celebrities with Louis Vuitton bags lined up for first-class check-in, not wearing premier sneakers, but rather running shoes with no frills. I have been a fan of ASICS ever since that day when I was so charmed by their cozy atmosphere.The power of the Japanese brand that has won the trust of the fashionable class
Products developed by Japanese companies and brands still enjoy unwavering trust around the world. A Toyota car that blends in with the streets of Europe, where centuries-old buildings are commonplace, or a TOTO toilet installed in the bathroom of a luxury hotel. All of these are Japanese products that are valued more highly than we can imagine. Moreover, this trust is not limited to industrial products, but also extends to creative industries such as architecture and fashion. The refined minimalism of Tadao Ando’s architecture and Issey Miyake’s clothing, which is symbolized by a wabi-sabi aesthetic, attracts the world’s most sensitive consumers. Similarly, in the field of sneakers, the presence of Japanese brands such as ASICS, Onitsuka Tiger, and Mizuno is increasing year by year in select stores in the United States and Europe. In many cases, the popularity of brands that are not well known in Japan are ignited in the West and imported back into Japan. The booming popularity of ASICS is a good example of this.
Editor KonnoWhen I visited Paris on a family vacation, the sight of Japanese magazines such as ” Popeye ” lined up in select stores was a vivid one. These days, when I check e-commerce sites of select stores overseas, I often come across Japanese brands that even I, a Japanese, am not familiar with. That is probably why Japanese fashion, regardless of genre, is gaining support from the fashionable class in Europe and the United States.Trust earned through collaboration with a wide variety of fashion brands
ASICS is also active in collaborations and has worked with a number of brands. One of the best examples is the collaboration with Kiko Kostadinov, whose shoes sold out immediately after the release of the 2018 collection, and became a turning point in establishing the perception of “ASICS = fashionable sneakers” in Europe. It was a turning point for the brand. ASICS has also developed collaborative shoes with a wide variety of partners, including JJJound, A.P.C., Vivienne Westwood, TOGA, doublet, ISSEY MIYAKE, and other well-known overseas brands as well as representative Japanese brands.
Kiko Kostadinov Spring/Summer 2018 – London Collection – Runway, Men
2/6GO TO NEXT PAGEEditor KonnoASICS has been getting a lot of attention in the women’s market, and there has been a lot of talk about their collaborations with EMMI and Cecily Vansen. I’m looking for somewhere to get the ” HAY collaboration model ” which is officially sold out, but it is cute!
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