Griff’s New ASICS SportStyle Collab Launches With an Immersive London Event
A curated space designed by Kat Milne, plus the chance to shop the new collab in person.
ASICS SportStyle just launched the new GEL-CUMULUS 16 by Griff through a dedicated pop-up experience in London. The space is situated at 1–3 Yorkton Street in Hackney and runs from June 12 to June 14, 2026. Architect and creative Kat Milne, known for her work with the likes of Climax Books, Marc Jacobs and Sandy Liang, designed the venue, allowing visitors the chance to check out the killer collab in person.
Bringing the creative narrative of the project to life through immersive elements, the activation truly celebrates the brand’s partnership with the British singer-songwriter. Visitors can explore the unique world built by Milne and shop the collaborative silhouette directly on site. The sneaker itself offers a fresh take on a classic, combining technical runner functionality with distinct artistic design choices, as ASICS does best.
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Speaking about the collaboration at the event, Griff said: “I had free rein to do whatever, I felt like I wanted to honor the style of shoe that I love wearing, and then bring it into a trainer. I love wearing a black loafer with a white sock, for example, so I wanted to recreate that feeling with the shoe.”
The ASICS GEL-CUMULUS 16 by Griff officially launches today through select retailers and official ASICS channels. For a chance to shop the shoe IRL, head down to the London pop-up, open until June 14.
