Footwear 

ASICS Takes the GEL-1090™ From Sporty to Sublimely Chic in New Re-Edition

See how this creative duo moves through the Danish capital in ASICS’ new campaign.

Presented by ASICS
1,735 Hypes

ASICS Takes the GEL-1090™ From Sporty to Sublimely Chic in New Re-Edition

See how this creative duo moves through the Danish capital in ASICS’ new campaign.

Back in 2019, ASICS presented a new reissue of the popular 2004 GEL-1090™ which was catapulted into modern-day streetwear, favored for its retro look and comfortable shape. Now, the brand returns with a new interpretation of the runner – the modern GEL-1090 v2.

In the new re-edition, ASICS focuses on the adoption in everyday wardrobes as it pieces together a plush combination of premium suede and soft leather across the overlay of the sneaker. Emphasized by its muted colorways, the new sneaker’s revamped aesthetic offers a pared back alternative to the metallic tones of GEL-1090 that was released in 2019.

However, its streamlined silhouette – that was once widely enjoyed by athletes – goes untouched in the new model, keeping both comfort and versatility at the heart of the design. The sneaker also maintains its mesh body for breathability and round lacing for a secure fit. In a new advancement from the original issue, the brand updates the sneaker’s make up with the latest technical developments from the GEL series.

For the new campaign, ASICS places the new sneaker in the creative, yet holistic capital of Copenhagen, where the GEL-1090 v2’s minimal look has grown to resonate with artists and innovators. Not only this, it’s the sneaker’s technical qualities that has stuck to the forefront of this new audience’s functional everyday looks.

Featuring creative director Freja Wewer and model and writer Chaima el Haddaoui, the campaign sees the duo traipse through the city as they show what it means to be uplifted by comfort and style. They also share how productivity roots from movement with the sneaker giving them the means to practice a “sound mind and sound body.”

Check out the “Movement Uplifts Your Mind” campaign with the ASICS GEL-1090 v2 in the galleries above.

The new ASICS GEL-1090 v2 is available to buy now on its website and global stores.

Read Full Article
Share this article

What to Read Next

ASICS Took Over Amsterdam's NXT Museum with 'Uplift' Installation
Footwear 

ASICS Took Over Amsterdam's NXT Museum with 'Uplift' Installation

For World Mental Health Day.
456 Hypes

Freja Wewer is Revamping Normcore Trends With Cool Silver ASICS GEL-1090 v2 Collab
Footwear 

Freja Wewer is Revamping Normcore Trends With Cool Silver ASICS GEL-1090 v2 Collab

Find out about her life of sneaker influences in the exclusive Hypebae interview.
983 Hypes

ASICS x KASSL Editions' Gel-Nimbus 9 Merge BDSM With Sportswear
Footwear

ASICS x KASSL Editions' Gel-Nimbus 9 Merge BDSM With Sportswear

Dipped in melted black rubber.
662 Hypes


Meet the Candy-Colored ASICS GEL-Kayano 14 "Marshmallow"
Footwear

Meet the Candy-Colored ASICS GEL-Kayano 14 "Marshmallow"

Serving confetti vibes.
2,041 Hypes

An All-New Exhibition on Korean Culture Is Coming to the V&A Museum
Culture

An All-New Exhibition on Korean Culture Is Coming to the V&A Museum

Featuring props from ‘Parasite’ and ‘Squid Game.’
4,712 Hypes

Watch the First Trailer for 'The Idol,' Starring BLACKPINK's Jennie and The Weeknd
Film & TV

Watch the First Trailer for 'The Idol,' Starring BLACKPINK's Jennie and The Weeknd

Described as “the sleaziest love story.”
4,118 Hypes

Jennifer Lopez and Ben Affleck Had "the Best Possible Wedding" in Las Vegas
Entertainment

Jennifer Lopez and Ben Affleck Had "the Best Possible Wedding" in Las Vegas

“With love, Mrs. Jennifer Lynn Affleck.”
1,432 Hypes

11 Sneakers Releasing This Week
Footwear

11 Sneakers Releasing This Week

Satin Dunks, chenille Jordan 1s, neon-dipped Stan Smiths and more.
8,539 Hypes

Reebok Introduces 3 New Colorways of Premier Road Modern Mid
Footwear

Reebok Introduces 3 New Colorways of Premier Road Modern Mid

“Forest Moss,” “Sand” and “Indigo Navy” iterations inspired by nature.
3,070 Hypes

Ricky Martin Accused of Incest by His Nephew
Entertainment

Ricky Martin Accused of Incest by His Nephew

The 50-year-old could face up to 50 years in prison if convicted.
6,208 Hypes

Loewe's New Candle Will Make Your Home Smell Like Cucumber
Culture

Loewe's New Candle Will Make Your Home Smell Like Cucumber

Adding to the fashion brand’s lineup of garden-inspired fragrances.
2,629 Hypes

Create an Action Figure Version of Yourself With Hasbro's "Selfie Series"
Culture

Create an Action Figure Version of Yourself With Hasbro's "Selfie Series"

A fun gift idea priced at $60 USD.
92,068 Hypes

Shaking Face, High-Five, Pink Heart and More Included in Latest Emoji Update
Tech

Shaking Face, High-Five, Pink Heart and More Included in Latest Emoji Update

Available on iOS and Android devices in September.
11,084 Hypes

This Company Recycled Dildos to Create the Perfect Everyday Shoe
Sex & Dating

This Company Recycled Dildos to Create the Perfect Everyday Shoe

Inside Rose In Good Faith’s “Stop Fucking Mother Earth” campaign.
7,109 Hypes

More ▾
 
Subscribe to our Newsletter

Keep updated on the latest news.

By subscribing, you agree to our Terms of Use and Privacy Policy.

Looks like you’re using an ad-blocker

We charge advertisers instead of our readers. Support us by whitelisting our site.

Whitelist Us

How to Whitelist Us

screenshot
  1. Click the AdBlock icon in the browser extension area in the upper right-hand corner.
  2. Under “Pause on this site” click “Always”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlock Plus icon in the browser extension area in the upper right-hand corner.
  2. Block ads on – This website” switch off the toggle to turn it from blue to gray.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlocker Ultimate icon in the browser extension area in the upper right-hand corner.
  2. Switch off the toggle to turn it from “Enabled on this site” to “Disabled on this site”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the Ghostery icon in the browser extension area in the upper right-hand corner.
  2. Click on the “Ad-Blocking” button at the bottom. It will turn gray and the text above will go from “ON” to “OFF”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the UBlock Origin icon in the browser extension area in the upper right-hand corner.
  2. Click on the large blue power icon at the top.
  3. When it turns gray, click the refresh icon that has appeared next to it or click the button below to continue.
screenshot
  1. Click the icon of the ad-blocker extension installed on your browser.You’ll usually find this icon in the upper right-hand corner of your screen. You may have more than one ad-blocker installed.
  2. Follow the instructions for disabling the ad blocker on the site you’re viewing.You may have to select a menu option or click a button.
  3. Refresh the page or click the button below to continue.