The 90s in the new ASICS x HBX collection

Hypebeast has announced its first shoe collaboration with ASICS (Anima Sana In Corpore Sano), one of the brands that have evolved the concept of technology applied to footwear and has always been one of the most daring experimenters in athletic footwear.

The two brands have thus created the GEL-KAYANO™ 5 OG, a re-release of a silhouette that made the history of the brand founded in 1949 in Kobe. The OG model was launched in 1999 and the 1990s are the main inspiration for this collaboration with HBX, a period in which a new technological awareness and social networking platforms were being formed. A product that therefore looks to Millennials characterised by a nostalgia for the 90s, which will also be at the centre of the launch campaigns and initiatives of the two brands.

The model takes its name from the creator of more than 25 models of ASICS, Toshikazu Kayano, and for almost thirty years it has been the chosen shoe by runners thanks to the Gel technology in the sole and for the shape that throughout this time has kept the idea that the silhouette is meant to be used to run long distances.

The OG model featured ASICS strips in black, with red and grey details on the upper. In the 2019 model, colour choices lead to greater variety, with robust overlays of natural colours such as greens and browns.
The ASICS x HBX GEL-KAYANO™ 5 OG will be released exclusively on May 31 at HBX.com and in the Hong Kong store.