Last night Japanese sneaker brand ASICS celebrated the launch of their new HYPERGEL-KENZEN shoe campaign in collaboration with renowned Grammy-nominated DJ/Producer Steve Aoki.
Sneaker enthusiasts and Aoki fans alike were found underneath Union Square’s Coffee Shop restaurant for an energy filled performance that included a cake smash by Aoki himself. Those that are familiar with his antics know that his sets are never complete without an audience member or two getting caked in the face.
The nationwide campaign encourages individuals who are always moving and in search of inspiration. Aoki, who is set to perform at Ultra Music Festival in Miami this weekend, plays over 250 show a year and is the founder of Dim Mak an apparel line and record label. His non-stop lifestyle fits right with the inspiration behind the HYPERGEL-KENZEN sneaker.
The shoe itself merges the performance GEL comfort ASICS is known for with a slip-on, sock-like, knitted upper for a street style aesthetic. With each midsole containing 15% GEL beads, the HYPERGEL technology provides long lasting support allowing more movement and preserving energy.
The new design comes in multiple colorways, retails for $130, and is currently exclusively available at Footlocker. ASICS will carry the sneakers starting April 1, in stores and online.
-Sebastian Cintron
(Photos by Mike Coppola/Getty Images for ASICS America).
