ASICS SportStyle introduces the NEOTIDE™, a sneaker that’s as much about how it’s made as how it makes you feel. Launching across Europe on February 27th, the NEOTIDE™ continues ASICS’ journey in circular manufacturing, first pioneered with last year’s NEOCURVE™.
The campaign, “Some Shapes Just Grow on You”, tells the story of an extraordinary house in an ordinary street, and the people who live there. One is a young, creative gardener whose daily routine blends movement and expression, trimming topiary in sculptural shapes, always wearing their NEOTIDE sneakers. Across the road lives a more old-fashioned neighbour, suspicious at first of the unusual activity. But over time, the energy, colour, and confidence of the gardener’s lifestyle start to ‘grow on’ them, right down to purchasing their first plant and a pair of NEOTIDE sneakers of their own.
It’s a story of movement that inspire change, echoing ASICS’ belief that physical activity and creative self-expression have the power to shape not only our bodies and minds, but also our choices for a more sustainable future.
HAGEL: About the Design
ASICS SportStyle once again partners with HAGEL – the Amsterdam-based design studio known for their experimental approach to footwear – to bring NEOTIDE™ to life. This collaboration blends creative freedom with ASICS’ archival DNA, translating classic running silhouettes into a future-facing new silhouette.
“Like a landscape reshaped by heavy snow, NEOTIDE™ wraps a familiar icon in a soft cocoon, simplifying the complex into a smooth, recognizable form,” says Mathieu Hagelaars, founder of HAGEL. “Its curves are simplified as if shaped by nature, while its materials are formed by the beautifully imperfect production methods of grinding and re-using deadstock ASICS shoes.”
Circular Design at its Core
Like the NEOCURVE™, the NEOTIDE™ is made with recycled materials and produced in Europe. But this time, the process goes further.
• Collection: Old, defective, or unsold ASICS inventory from across the EU
• Disassembly: By Netherlands-based recycling pioneer Fast Feet Grinded, who separate
and prepare materials for reuse
• Production: Incorporates EU sourced, grinded-up deadstock shoes into the midsole,
with the majority of manufacturing taking place in Portugal
• Design: Crafted in Amsterdam by HAGEL
• Distribution: Available exclusively in the EU via ASICS.com and select retailers
Sustainability at ASICS
NEOTIDE™ is part of ASICS SportStyle’s broader commitment to sustainable innovation, underpinned by the belief that a Sound Mind in a Sound Body needs a Sound Earth. Through localized production, upcycled materials, and continuous experimentation, the brand aims to build products that reflect not just what’s possible today, but what’s needed for tomorrow. While we still have work to do, the NEOTIDE™ sneaker is a significant step toward our goal.
