Asics Goes Green With Neocurve Sneaker Launch
Asics is going green with its latest sneaker launch.
The Neocurve uses the materials from grinded-up footwear, deadstock, and defective shoes.
The Japanese brand took a deep dive into its own trash to find the materials then teamed up with Fast Feet Grinded, a Netherlands-based footwear recycling company on the materials. The company disassembled discarded footwear and separated the materials that Asics provided them with.
The sneaker is exclusive to Europe — it is designed and crafted at Studio Hagel in Amsterdam, Netherlands in order to reduce CO2 emissions.
“For our concept, we always wanted to innovate but at the same time, stay true to the brand. We went through all the catalogues at the Asics European head office dating back 35 years and selected the styles that resonated with us. From there we started playing and experimenting to see how far we could push the concept to create something new and innovative,” said Mathieu Hagelaars, creative director of Studio Hagel.
The Neocurve is Asics’ pledge to commit to sustainable practices.
“Yet, as environmental challenges intensify, we recognize that the future of sport, and the mental wellbeing benefits it brings, is under threat,” said the brand in a statement.
The new sneakers feature a wave design with metallic finishes that have become synonymous with the brand.
Earlier this month, Asics reported results for the first nine months of the year that showed solid growth across several regions and channels, including in North America.
According to the Japan-based athletic brand, gross profit increased 26.7 percent to 290 billion yen. Net sales for the first nine months of 2024 jumped 17.3 percent to 525 billion yen, driven by strong sales across all categories.