ASICS‘s history of going against tradition is responsible for the Japanese footwear brand’s ability to continually break boundaries, from the ubiquitous crossed stripes branding to the distinct lifestyle takes on running shoe silhouettes. To celebrate 30 years of the iconic GEL-LYTE® III sneaker, which embodies this ethos, ASICS has released a new campaign shot on the streets of Los Angeles. "Go Against the Odds to Break the Tradition" represents the creatives and entrepreneurs who won’t settle until they see their dreams and goals through.
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For ASICS, breaking tradition means that there are no constructs or limits when creating — especially if you have the ability to see the bigger picture. The bright, lifestyle approach to the GEL-LYTE® III shoe builds on the brand’s reputation of forward-thinking performance footwear. The sneaker is truly one-of-a-kind, balancing between a traditional uniform silhouette and an out-of-the-box aesthetic.
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During its creation, the shoe’s designer, Mitsui-San, was told that his designs were too technically complex and too challenging to the normal eye. But Mitsui-San doubled down on the distinct shape and pushed the concept forward and into production, completing the off-duty heritage-inspired sportstyle with GEL® technology. With its retro design, this shoe is a highly stylish trainer and prides itself on being one of the most comfortable and flexible running shoes around.
Using a split tongue design and gel sole, the latest GEL-LYTE® III design touts a suede construction, coming through in a white, neon green and teal colorway. The campaign perfectly depicts the GEL-LYTE® III model's duality, as the shoe is worn by two twins as they cruise through L.A. For those sporting the colorful new GEL-LYTE® III by ASICS, they are adopting the shoe’s spirit of endless possibility and going against all odds and opinions to achieve their wildest dreams.
The GEL-LYTE® III is available on ASICS’ website for $110 USD.