mita sneakers' Shigeyuki Kunii Enters a Collaboration with Asics
Kalina Nedelcheva — January 22, 2020 — Fashion
The creative director of mita sneakers — Shigeyuki Kunii, has reinterpreted the classic ASICS GEL-LYTE III OG silhouette as part of a branded partnership. The footwear canvas of this new creation originally saw the light of day in the 1990s, adding a subtle nostalgic hint for many consumers.
The mita sneakers x ASICS collaboration was not just about bringing a new footwear design to the market. It was about "bringing the silhouette to Japan" and Shigeyuki Kunii sought out to challenge ASICS' status as a sports brand in the country. In actuality, the creative director wanted individuals to perceive it as a lifestyle one. This is achieved with a playful reinterpretation of the ASICS GEL-LYTE III OG model which boasts a striking contrast and a mixed-material upper.
The mita sneakers x ASICS collaboration was not just about bringing a new footwear design to the market. It was about "bringing the silhouette to Japan" and Shigeyuki Kunii sought out to challenge ASICS' status as a sports brand in the country. In actuality, the creative director wanted individuals to perceive it as a lifestyle one. This is achieved with a playful reinterpretation of the ASICS GEL-LYTE III OG model which boasts a striking contrast and a mixed-material upper.
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