ASICS Sportstyle has revealed its creative collaboration with 30 emerging artists in the Southeast Asia region in celebration of the 30th anniversary of its GEL-LYTE III design.
In conjunction with the release of two new colourways of the iconic sneaker, the campaign heroes the heritage of the GEL-LYTE III silhouette while bringing its timeless style to the modern day.
Debuted in 1990, the silhouette pays tribute to legendary designer Shigeyuki Mitsui’s legacy in his final year with ASICS.
To commemorate the 30th anniversary of Mitsui’s design, ASICS empowered 30 young creative talents across Singapore, Malaysia, Indonesia, Thailand and Vietnam to put their own spin on the GEL-LYTE III by creating their own bold iterations of the shoe using artistic disciplines of their choosing on a blank sneaker “canvas.”
Each artistic collaborator will also be sharing a time capsule reflection on their Instagram stories on how they plan to make a mark of their own on the creative industry.
By supporting the region’s emerging artists, designers and creative innovators and giving them a unique platform of expression, ASICS is proud to assert itself as a cultural leader, bringing together a community of like-minded individuals with a shared passion.
Honouring the GEL-LYTE III’s legacy of breaking free from tradition since its inception, these 30 creators found inspiration through their crafts, from graffiti to fashion design, henna to ceramics, stamp art to watercolour, and beyond.
Here’s the full list of creators:
Singapore: • Zi Jie Mok, miniature watercolour painter (@artcrop) • Jiahui Zheng, stamp carving artist (@parade.made) • Toby Tan, illustrator & muralist (@tobyato) • Shasha Shoet, henna artist (@nittrahennadefinition) • Desleen Yeo, batik clothing designer (@yeomamabatik) • Anngee Neo, illustrator (@illobyanngee) • Desmond Shen, graffiti artist (@shen3_) • Genevieve Ang, ceramics artist (@gellyvieve) • Marie Toh, illustrator (@flesssh) • Liquan Liew & Estella Ng, painters and muralists (@rippleroot) • Kimberly Tan, graphic designer & illustrator (@ultraaviolets)