ASICS x Pleasures GEL-NYC

ASICS is pleased to announce a nature-inspired collaboration with the Los Angeles-based lifestyle brand, PLEASURES.

The goal for ASICS and PLEASURES was to create a dynamic sensory experience inspired by naturally occurring wonders and textures. With that goal in mind, PLEASURES tapped longtime partner, Shelby Kay Reed, to help lead this third collaborative project between the two brands.

Creatively, the goal was to build upon the theme “nature”, in a more immersive way for the campaign visuals and design. A team of visual artists and creatives did a lot of work on the environments created to showcase the GEL-NYCTM shoe. They utilized a custom-built set by the set design and styling team to craft a working interactive nature scene for the shoe to interconnect with the elements presented. By creating tactile scenes, we accomplished the illusions of flowing tidepools, a mosslike field, and bubbling mud pots.

Its upper construction of the GEL-NYC references the GEL-NIMBUS™ 3 shoe from the early 2000s and blends it with various embellishments from the GEL-MC PLUS™ V design.​

The tooling contrasts the upper's retro influences by using the GEL-CUMULUS™ 16 shoe's tooling system. Through a combination of lightweight foams and GEL™ technology inserts, this midsole formation helps create advanced underfoot comfort.