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 coming-together 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.
The campaign launched on February 16 with a 90-second black and white film, highlighting and championing the monochrome Gel-Kayano Trainer Knit. Shot in urban spaces, the film features emerging cultural creators and influencers. While on the surface they appear different, they are all one. They might come from different places and initially head off in different directions but they soon realize that only by coming together are they stronger.
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.
The owners – the German gallerist Johann König and his wife, Lena, had audaciously purchased it with a grand vision: “To bring together people who produce something culturally relevant, be it architecture, exhibitions, magazines or books.” The list of occupants includes an architecture firm, a nonprofit art center and an art-book publisher. The main church, measuring more than 8,000 square feet, was converted by into an exhibition space for König’s gallery.
ASICS Tiger Knit Collection – available NOW!
Deconstructed to its core and reimagined for the future, this monochromatic knit trainer redefines creative boundaries. The mid-top, sock-like upper is characterized by a moulded TPU cage overlay of our Stripe Design™ that brings structure to the influential design. Its traditional lace system and heritage-inspired midsole make this silhouette an inventive fusion of iconic style and advanced technology.
The Gel-Kayano Trainer Knit MT is available online exclusively to Sportscene. Additionally they have an exclusive Gel-Kayano Trainer Knit in a Teal colourway available online. Join the Tribe by getting your feet in a pair of the Gel-Kayano Trainer Knit MT right now right here.