WE ARE ALL ONE
Sportscene, ASICS Tiger and Shane Eagle spread their wings to
Berlin for the launch of the Gel-Kayano Trainer Knit collection
As an ever-changing world continues to present new challenges, urban influences
and a desire to be part of a common collective culture are shaping the ideology of
the millennial generation.
They are a growing tribe and what they wear unites themselves with each other
and acts as an extension of their personality and potential to inspire others to be
part of something bigger.
The desire to inspire is shared by ASICS Tiger and this cross-cultural comingtogether
is the foundation for the new integrated global campaign to launch the
rebirth of an icon: the Gel-Kayano Trainer Knit collection.
The Gel-Kayano Trainer has been revered for its iconic design since 1993. Now it’s
back with an exclusive full-knit fabric upper to reflect the collective spirit and
collaborative creativity of today’s young people. There are five different products
in the new range but it’s the full-knit upper that ties everything together – and it’s
that togetherness ASICS Tiger wants to celebrate.
We are all woven from the same thread.
To represent South Africa and experience the launch of the Tiger Knit collection
ASICS Tiger South Africa joined forces with Sportscene and artist Shane Eagle to
spread our wings to Berlin for the launch.
An exclusive art exhibition in collaboration with Highsnobiety has held to celebrate
the launch of the campaign on February 23 at the König Galerie in Berlin.