Asics Gel-Flexkee 2.0 Pro will be the main bet in the skateboard segment. The new uniforms for the Paralympic Committee were also revealed
Asics is having fun in the market. With net sales rising 17.7% globally in 2023, the Japanese brand is reaping the benefits of well-thought-out collaborations, especially in Brazil, where partnerships with Pace and Carnan have earned it a lot of space in the hearts of sneakerheads . For 2024, the Olympic year, the brand is preparing new paths, including the country’s entry into the popular and passionate skateboarding segment.
Japan and skateboarding go very well together. The sport is widely played there, just as it is here. This synergy will be exploited by the brand in Brazil with the arrival of some models, in particular the Gel-Flexkee 2.0 Pro, the top of the range which will be sold in Matriz Skateshop stores, in Sao Paulo, in mid-June, from R $ 999 Gel -Splyte will be your companion at the initial launch for R $ 899.
Brazil will be one of the first four markets to receive the brand’s skate shoes, the only one in Latin America. “The plan was to launch only next year, but we made a presentation in Japan, we showed what skate culture is in Brazil and its importance, and we decided to bring forward the launch ahead of the Olympics,” he says Daniel Costa, director of products and innovation at Asics in Latin America.
Other models like the Japan S Pro and the Gel-Vikka Pro will also arrive in the country, but gradually and without haste. According to Costa, Asics’ entry into this segment will be small and very sharp, targeting the core consumer. “We will use a very 90s language, a kind of grunge, which refers to the tradition of skateboarding and the brand.”
First world structure
The space chosen by Asics to organize its Brand Day was the Brazilian Paralympic Training Center, on Rodovia Imigrantes in Sao Paulo. The decision, for commercial reasons, also has many emotional aspects. In addition to the new sneakers here, the brand presented the new Brazil uniforms for the Paris 2024 Paralympics.
The collection was developed with the athletes, inserting functional specificities so that they can put on and take off the uniform quickly and independently. Pieces include sneakers, podium jacket, sweatshirt, t-shirt, polo, tank top, shorts, pants, leggings, backpack, socks, cuffs and hat.
The clothes have accessibility details such as straps on the backpack handles, zippers on the side of the pants near the ankle for athletes with prosthetics and internal Braille labels, which highlight the colors. The uniforms will be on sale to the public and the committee will also receive royalties for the items. “Asics is a service company, so supporting CPB has to do with the history of the brand. It’s not something we just put our logo on, it’s a mission and a true collaboration,” says Costa.
Source: Terra
Ben Stock is a lifestyle journalist and author at Gossipify. He writes about topics such as health, wellness, travel, food and home decor. He provides practical advice and inspiration to improve well-being, keeps readers up to date with latest lifestyle news and trends, known for his engaging writing style, in-depth analysis and unique perspectives.
