AFEW and ASICS have revisited their partnership in support of a mental health initiative with the 'Uplifting Pack.' The collection features the 'ASICS GT-II' in two new neutral colorways, as well as a custom shoe box that features mental health-themed graphics printed on it. The 'ASICS GT-II' utilizes gel cushioning and a thick padded heel for maximum comfort.
Arriving in two multi-tonal gray and brown options, the shoe uses brain graphics to reference the overarching theme of mental health awareness. The retro-inspired sneaker takes inspiration from personal anecdotes about mental health that have been shared by AFEW's close friends and family.
In addition to the themed shoe, AFEW will be donating 10% of the proceeds collected from sneaker sales to the Deutsche Depressions Hilfe. The 'Uplifting Pack' will release on June 17 via ASICS and independent retailers.
Image Credit: ASICS
Why This Trend Is Growing
- Mental Health-themed Products
- Opportunity for businesses to create mental health-themed products to help raise awareness and support mental health initiatives.
- Collaborative Partnerships for Social Causes
- Opportunity for businesses to collaborate with foundations or organizations to support social causes and create mutually beneficial relationships.
- Emotional Branding
- Opportunity for businesses to use emotional branding to foster connections with customers and raise awareness for social causes.
Industries Being Reshaped
- Athletic Footwear
- Brands in the athletic footwear industry can create products that support social causes and donate proceeds towards related initiatives to foster customer loyalty and increase sales.
- Mental Health Organizations
- Mental health organizations can collaborate with brands to create branded merchandise and raise awareness about mental health issues.
- Marketing and Advertising
- Marketing and advertising firms can incorporate emotional branding into their campaigns to resonate with audiences and create a more meaningful connection with their clients and customers.
