ASICS announces a new collaboration with Los Angeles-based lifestyle brand, PLEASURES. This project combines ASICS’ classic style with PLEASURES’ bold designs, featuring the GEL-NYC™ shoe, launching Friday, October 11, 2024, on pleasuresnow.com.
ASICS and PLEASURES aimed to create a dynamic sensory experience inspired by natural wonders and textures. PLEASURES worked with longtime partner Shelby Kay Reed to lead the project.
The campaign builds on the theme of “nature,” with visual artists creating environments that showcase the GEL-NYC™ shoe. Custom sets mimic flowing tidepools, mosslike fields, and bubbling mud pots, enhancing the shoe’s connection to nature.
“We wanted to incorporate California’s sensory experiences into the design of the GEL-NYC™,” said Alex James, Co-Founder of PLEASURES.
The collection includes a t-shirt featuring design details and a snapback cap with embroidered logos.
The limited-edition GEL-NYC™ shoe launches October 11, 2024, for $250 AUD, with an Australian release on October 18, 2024, via ASICS.COM.AU and select retailers.
