ASICS SportStyle is proud to introduce the new GEL-KINETICTM SP shoe. The latest addition to the SportStyle family embodies the Japanese philosophy of Kaizen, continuous improvement, by pairing a premium leather upper with the futuristic GEL-KINETICTM performance sole, refined at the ASICS Institute of Sport Science (ISS). The result is a statement in balance: sophisticated, enduring and comfortable.
It also carries a touch of irony: once affectionately known as a “dad shoe” or even a “grandpa brand”, ASICS reclaims that identity through design that honors experience while speaking to a new generation of movement. For decades, ASICS has been synonymous with precision and purpose. The GEL-KINETICTM SP shoe revisits this lineage through a contemporary lens, proving that comfort and sophistication can coexist; that legacy and progress can move together.
FROM ONE GENERATION TO THE NEXT
Drawing inspiration from traditional leather Derby shoes, the GEL-KINETICTM SP sneaker reimagines formal footwear conventions through a modern SportStyle construction, creating a versatile silhouette that transcends conventional categories. This fusion creates a refined aesthetic that comfortably adapts to various settings, from urban exploration and everyday activities to the workplace and formal occasions.
PREMIUM LEATHER, LASTING COMFORT
The upper, made of soft, premium leather, integrates elegant craft with ASICS‘ renowned performance design aesthetics. The sneaker’s performance DNA is evident in its advanced cushioning and stability systems. FF BLASTTM foam provides the perfect blend of comfort and energy return, ensuring all-day wearability, and the SCUTOID GELTM technology helps provide advanced cushioning, delivering a smooth and comfortable feel during daily activities. The design also includes a BIOMORPHIC-inspired design that delivers exceptional flexibility and a natural fit that moves intuitively with the foot.
A CELEBRATION OF CONNECTION
The launch campaign pays tribute to the relationship between tradition and future through human connection. Photographer Daan Zahradnik captured five intergenerational pairs— grandparents and grandchildren, parents and children—each in their everyday worlds. The series invites reflection on how movement, both physical and emotional, uplifts the mind.
MOVEMENT AS LANGUAGE
The accompanying campaign film brings this idea to life by following a Moroccan grandfather and his three grandsons living in a Western city. Directed by Souf Kinani, himself bridging Morocco and Europe, the story unfolds as a meditation on family, identity and the beauty of rediscovery.
As the three brothers enter their grandfather’s teahouse, they carry the quiet weight of their own worlds. The grandfather reads their silence and, without a word, begins to tap his finger on the table. The sound draws curiosity, then laughter, then participation. A foot joins, then a hand. The rhythm grows until it becomes a traditional Moroccan chant, inspired by the Ahidous, a communal form of music and movement that celebrates unity. It invites viewers to feel a genuine sense of positivity, in a reflection of the ASICS ‚Sound Mind, Sound Body‘ founding philosophy, whereby any form of movement can uplift the mind.
