Asics launches new colors of Gel-Kayano 14 together with the “Vintage Soul, Tech Mind” campaign

Gel-Kayano 14 combines legacy and innovation and strengthens the consolidation of the Sports style line on the Brazilian streetwear

It is curious to see how time can transform a performance sneaker into an object street of desire. Asics Gel-Kayano 14 is exactly this type of case: originally created for runners in 2008, the model has crossed the finish line for a long time and now occupies a new podium, now on the streetwear. Together with the new “Vintage Soul, Tech Mind” campaign, the Japanese brand clarifies that this movement is not the possibility, but strategy.

Photographed on the streets of San Paolo, the second drop of the campaign presents two new combinations of colors for Gel-Kayano 14 (silver with pink and blue with silver), which strengthen this idea of fusion between past and future. The name of the campaign was not chosen by chance: “Vintage Soul” connects to the sports heritage of the Asic and to the aesthetic nostalgia of the 2000s, while the “technological mind” speaks of the obsession with the brand with performance and innovation. It is not surprising that Slogine is also connected to the institutional positioning of the company, “sound mind, sound body”, which believes in the transforming power of the movement of the body and mind.

Gel-Kayano 14, it is worth remembering, it was the first model of the series to be designed by someone who was not Toshikazu Kayano, a legendary figure inside the brand. This, alone, is already symbolic, because it represents the passage of Baton and the opening to new looks within Asics, a company that, despite tradition, seems more and more interested in talking to the public beyond sport.

The layer skin on the net and synthetic materials maintain the visual loyalty of the 2008 original, with that Y2K DNA that has become a trend in recent years. The midsole brings the well -known gel of damping gel, which guarantees a true technical comfort, a detail that differentiates Kayano 14 from many other sneakers that surf the wave of the retro only from the look.

Asics focused on lifestyle

Constanza Novillo, Marketing Director of Latin ASICS America, states that the Sportstyle line has gained more and more space in the Brazilian market, which strengthens the relevance of this campaign and model. According to her, this new phase represents a strategic moment for the company, which has bet on authenticity as a way to grow even on lifestyle.

The second decrease in Kayano 14 in the “Vintage Soul, Tech Mind” campaign strikes Asics and partners such as Guadalupe, Yourid, Sunika, Artwalk and Danki on August 1, with a suggested price of $ 999.99.

Source: Terra

Ben

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.