Ad
Sunlight Station

30th Anniversary of the Gel-Lyte III

ICYMI

Sneaker Freaker Swap Meet Recap

Not even Melbourne's temperamental weather could keep the sneaker aficionados and connoisseurs from descending towards the Globe Warehouse at Port Melbourne to...

NBA KICKS ON COURT : CHRISTMAS DAY 2018

A checkpoint in the NBA Season has finally been hit, with Christmas Day in the NBA done and dusted.

John Wick: Chapter 3 Parabellum Official Trailer

Get ready John Wick fans, Keanu Reeves is back with the 3rd Chapter of this crazy series entitled "Parabellum".

No Time To Die Official Trailer #2

Ahhhh 2020...the year where just about every blockbuster movie has been pushed back as far as they can in 2020 or cancelled...
Jay Mijareshttp://thekickzstand.com.au
@thekickzstand @itsmorethanjustsneakers #succeedonpurpose

30 years ago the GEL-LYTE™ III model broke the mould of traditional sneaker design, heralding individualism and rebelling against constrictive norms. Today ASICS SportStyle celebrates that tradition, creating a new campaign for the iconic silhouette.

The GEL-LYTE™ III model has a history of going against tradition and subverting stereotypes, with this new iteration being no different. In the new campaign we see school children, salary men and elderly citizens, all of whom are expected to wear plain and formal footwear, deviating from social norms and wearing bright and vibrant GEL-LYTE™ III model’s highlighting the sneakers and the stark contrast from the rest of their traditional uniform. The campaign is an overall celebration, engaging both loyal fans as well as introducing the model to a new generation.

, 30th Anniversary of the Gel-Lyte III

The rebellious nature of the GEL-LYTE™ III model stems from the defiant approach of the original designer Shigeyuki Mitsui. Repeatedly told that his designs were too complex and aesthetically challenging, he set out to forge his own path and prove his peers wrong. Mitsui speaks on his unorthodox method within the design process “I confuse the production engineers, at first, they refuse my design method. Finally, they found it a great solution.” His efforts were realised when the distinctive new shape of the GEL-LYTE™ model took form and became a brand-defining silhouette – with its now famous split between the tongue and gel sole. The shoot is part of the Go Against All Odds campaign dedicated to Mitsui’s spirit of disregarding the status quo.

, 30th Anniversary of the Gel-Lyte III

The GEL-LYTE III™ model will be available in four different styles; the GEL-LYTE III™ OG model Green/Yellow will launch first at selected outlets on the 15th of November 2019 with a worldwide release on the 6th of December 2019, the second OG colour in Orange/Black as well as the Black and Light Grey colourways all release worldwide on the 3rd of January 2020.

, 30th Anniversary of the Gel-Lyte III


Latest article

tobyato x ASICS NOVABLAST™

This sneaker is Singaporean artist and illustrator tobyato's first collaboration with ASICS through the 'Art in Motion' collection. The design draws inspiration...

Marvel’s She-Hulk Official Trailer

The next installment for the Marvel Cinematic Universe FINALLY has a trailer and release date. With Moon Knight done, Ms Marvel is...

Avatar: The Way of Water Trailer Released

After a long 13 year wait, we finally have a trailer for the sequel to the 2009 blockbuster. While we were teased...

Game Review: WWE 2K22 ‘It Hits Different’

Give me a hell yeah! – The WWE 2K series is back after taking a 1-year hiatus in the series. Last time...

JD Sports Robina Town Centre Grand Opening

Another JD Sports to open here in the Gold Coast boasting hot releases, 100’s of exclusives and stunning range of apparel....