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ASICS celebrates the 30th anniversary of the GEL-LYTE III

With the campaign 'Go Against the Odds'

ASICS celebrates the 30th anniversary of the GEL-LYTE III With the campaign 'Go Against the Odds'

The ASICS GEL-LYTE III turns 30. To celebrate the anniversary of one of the most popular and collected sneakers of all time, ASICS launched the "Go Against the Odds" campaign.
The protagonists of the campaign are the businessmen, students and elderly people of Tokyo. The contrast between their formal and traditional clothes with the colorful silhouettes of the new line of GEL-LYTE III represents the rebellious and unconventional nature of the iconic sneaker. The white, green and yellow colorway featured in the campaign is called "Citrus" and is the shoe's original historical colorway.

When Shigeyuki Mitsui, a designer at ASICS, created the GEL-LYTE III in the early 1990s, he was told the shoe would not have success. His designs were seen as too complex on a technical level and the sneaker aesthetic too elaborate for the time. They had a triple-density gel sole, a split tongue and a very vibrant color palette, in open contrast to other sneakers of the time. But the shoe became a huge success, a staple of ASICS production and one of the most beloved silhouettes of sneakerheads.

Stay tuned on nss magazine for all the updates on the release date of the sneaker.