Awake NY works in collaboration with ASICS to launch two new iterations of the GEL-NYC sneaker model, which is a footwear silhouette that celebrates the bustling city. It features elements that are drawn from the ASICS GEL-Nimbus 3, GEL-MC Plus V, and GEL-Cumulus 16.
Prepared to launch online on both ASICS and Awake NY, it is set to drop officially on February 3rd. Both of the shoes are detailed with split materials throughout the upper including leather, suede, and mesh -- all of which sit on top of the ASICS' epochal GEL sole unit foundation. The first colorway features blue and pink and the second features purple and yellow. It features Awake NY branding on the lateral heel section.
Image Credit: ASICS, Awake NY
Why This Trend Is Growing
- City-inspired Sneaker Collaboration
- Opportunities exist for brands to collaborate on limited edition sneakers that celebrate iconic cities and cultural influences.
- Mixed Material Upper Design
- There is an opportunity for footwear brands to experiment with different materials in the upper part of the shoe to create unique designs and textures.
- Celebration of Heritage Shoes
- There is an opportunity for footwear brands to re-create heritage shoes while adding new design elements to them.
Industries Being Reshaped
- Footwear
- Footwear brands can explore collaboration and design opportunities to create unique limited-edition sneakers to attract young consumers.
- Fashion
- Fashion brands can develop city-inspired collections that celebrate the unique cultural aspects of iconic cities such as New York City.
- Retail
- Retailers can leverage collaborations between fashion and footwear brands to provide exclusive products and drive sales.
