Written by: Ryan Voller
CAMPAIGN: Imperfection Pack
Since it was created in 1949, ASICS has elevated the status of sportswear to embody a philosophy of holistic well-being, encapsulated in its motto, “Amina Sana in Corpore Sano” (A Latin phrase which translates to ‘A Sound Mind in a Sound Body’). The brand’s incredible journey from a modest start-up in Kobe, Japan, to a global athletic powerhouse is a testament to its unwavering commitment to innovation, quality, and promoting active lifestyles.
At its core, the story of ASICS lies with the vision of its founder, Kihachiro Onitsuka, who set out to address the post-war health and fitness needs of Japan. A vision which he pioneered by making basketball shoes in his own living room, driven by a passion to uplift the well-being of his community. This incredible foundation was the beginning of a trailblazing journey in the world of sports equipment.
ASICS has remained at the forefront of sports innovation for all these years, continually pushing the boundaries of what’s possible within the world of footwear. Especially with notable advancements like their revolutionary GEL cushioning technology, which provided superior shock absorption and comfort when it was introduced in the mid-80s. This tenacious pursuit of excellence has solidified the brand’s reputation as a highly respected pioneer in athletic footwear, earning their status of trust amongst athletes and consumers worldwide.
ASICS has remained at the forefront of sports innovation for all these years, continually pushing the boundaries of what’s possible within the world of footwear. Especially with notable advancements like their revolutionary GEL cushioning technology, which provided superior shock absorption and comfort when it was introduced in the mid-80s. This tenacious pursuit of excellence has solidified the brand’s reputation as a highly respected pioneer in athletic footwear, earning their status of trust amongst athletes and consumers worldwide.
The Imperfection Pack aims to build on an already impressive legacy by bringing together three of their most recognizable silhouettes and reimagining them in a colour scheme that highlights the inherent beauty of Imperfection. The 1090v2, Gel-Kayano 14, and GT-2160, each feature a cream and tan colour scheme offset by black detailing and cracked leather panels, inspired by the natural aging of clay pots and representative of the brands everlasting legacy. Availablle now at Shesha Lifestyle.
