How ASICS is quietly taking over the fashion collab game
Celebrating 10 years of design innovation, ASICS is quietly reshaping the future of fashion collaborations.
NOT TOO LONG AGO, ASICS was best known for its high-performance running shoes — the kind you’d spot on the feet of marathoners and gym die-hards. But over the past few years, something shifted. Quietly, steadily, and without chasing hype, the Japanese label has carved out a niche as one of the fashion world’s most unexpected collaborators. And now, it’s everywhere.
From fashion week front rows to Instagram feeds, ASICS has become the sneaker you’ll see paired with a Cecilie Bahnsen puff-sleeve dress or a tailored suit — still functional but undeniably fashionable.
Whether it’s the brand’s long-running partnership with Kiko Kostadinov or more recent drops like Temptation Vacation x ASICS and Cecilie Bahnsen’s dreamy Gel-Kayano 20, the brand has hit its stride in the style space.
And 2025 marks a milestone: the 10th anniversary of the GEL-QUANTUM™ series — a decade of fusing high-performance technology with street-ready design. What began as an experiment in combining ASICS’ running DNA with fashion-forward aesthetics has evolved into a cultural icon, worn by athletes, creatives, and tastemakers alike.
To celebrate, the brand is releasing refreshed versions of the GEL-QUANTUM 360™ I, V, and VIII, alongside collaborations that reflect its ethos of innovation and community.
“When seeking creative partners, we look for those who share our passion for innovation and who connect authentically with our ‘Sound Mind, Sound Body’ philosophy,” says Tetsuro “TK” Kimura, Senior Product Merchandiser for Sportstyle.
“It’s never just about a single launch — it’s about building a vision together that fuses our heritage with fresh perspectives.”
That sense of collaboration runs deep. Each project, from initial conversations to final product, can take up to two years to come to life, a testament to the brand’s commitment to craft and authenticity.
Revisiting a legacy design like the GEL-QUANTUM™, explains Zacc Davies, Energy and Collaborations Manager, means balancing respect for the original with a willingness to innovate.
“We look to our archives for inspiration, but we’re constantly pushing boundaries with new technologies, colourways, and design interpretations. Collaborations, like the upcoming JJJJound GEL-QUANTUM I AMP, are key to evolving what the GEL-QUANTUM™ franchise can be.”
With a decade of innovation behind it — and more partnerships on the horizon — ASICS is quietly, confidently stepping into its role as one of the strongest players in the fashion collaboration space. And if the past few years are any indication, the best is yet to come.
Below, we break down how to style the standout pairs, where to find them, and why ASICS might be your next favourite sneaker brand.
How to style ASICS’ hottest collabs
Whether you’re stepping into the bold colours of the Temptation Vacation x ASICS collab or lacing up a fresh pair of UB10-S, styling ASICS is about getting the balance right. Built with performance in mind but designed with clean lines and sharp details, these sneakers are made to go way beyond the gym.
Try pairing them with relaxed corduroy trousers, baggy cargos, or even Lululemon shorts for an easy, everyday look. An oversized crewneck, or a simple white tee, will keep the focus on the sneakers without trying too hard.
As Zacc Davies, Energy and Collaborations Manager, puts it: “We’re constantly pushing boundaries with new technologies, colourways, and design interpretations.” It’s this quiet innovation that makes ASICS collaborations not just performance-driven — but surprisingly easy to work into everyday style.
When does ASICS Gel-Quantum 10th anniversary drop?
GEL-QUANTUM™ is available at select retailers and on ASICS.com with further releases to mark the anniversary set to launch in July and August.
The ASICS collabs we’re backing right now
ASICS x Temptation Vacation Gel DS Trainer 14 Mesh-Panelled Sneakers
These ASICS x Temptation Vacation Gel DS Trainer 14 Mesh-Panelled Sneakers are an easy-to-wear update. White mesh panels, a reinforced toe, padded ankle, and a contrast sole — all the right details without trying too hard.
ASICS UB10-S Gel-Kayano 20 Sneakers
The UB10-S Gel-Kayano 20 is a stability runner from the 2010s, reworked for everyday wear. Available in three colours — but we’re calling it: the moss green is our favourite.
Visit ASICS.com to find out more about the 10th anniversary drop.
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