FOOTWEAR DESIGN
NOVEMBER 2024
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CONCEPTS X ASICS GEL-KAYANO 14 “OOO”
CONCEPTS X ASICS GEL-KAYANO 14 “OOO”Objective
Design an original colorway of the Asics Gel-Kayano 14 through the lens of Concepts storytelling.Process
While brainstorming what to explore for a potential storyline, it felt right to start with the story behind the Gel-Kayano model itself. Japanese designer Toshikazu Kayano was inspired by the stag beetle’s light and flexible exoskeleton which is translated into the sneaker as being flexible, comfortable, and supportive. The Gel-Kayano model has evolved over time due to Asics’ ethos of Kaizen, or continuous improvement. Today, there have been 26 versions of the beloved Gel-Kayano, with the 14 being a popular fan favorite.With this inspiration in mind and with the timely opening of Concepts’ third North American brick and mortar location opening in Miami, Fl., we decided to narrow our focus down to the colors of the Miami Tiger Beetle. This specific beetle has a metallic green-blue color, almost giving off an iridescent quality. As with all projects, the design goes through multiple rounds of iterations before landing on a final version.
When I landed on the color treatment that myself and the rest of the team were satisfied with, we went ahead and sampled it in different materials to see how it would translate into the physical shoe. We decided on moving forward with the classic mesh trainer and textured leather overlays to add depth and a premium finish. One of the most important elements to consider when designing the colorway for footwear is harmony, especially with a shoe like the Gel-Kayano whose history is rooted in symmetry and balance. The harmony can be seen in the way that the colors flow into each other, not only within each panel but also altogether as one.
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With the philosophy of Kaizen in mind, the story of this sneaker also evolved throughout the design process. While still featuring a few elements from the tiger beetle (i.e. the gradient details), this colorway ended up taking on a story of its own.
In September 2024, Asics released a public service announcement in anticipation of World Mental Health Day. The announcement brings awareness to the danger of sitting at a desk for a prolonged amount of time and encourages people who work in an office setting to take a break and move. With the inspiration of nature in mind, it felt right to continue this movement with the Concepts x Asics Gel-Kayano campaign. The “OOO” campaign sought out to capture the importance of listening to your body and taking a break from work to recharge your mind and creative spirit.
Produced by The Morrison Group, the “OOO” campaign analyzes the concept of brain fog–a common symptom that office workers experience as a result of working hard with few breaks or vacations. One might find themselves drifting off into a daydream, imagining a relaxing and much more desirable environment. Through a contrast in lighting, texture, and setting, this concept explores the liminality that is dreaming while still awake. It simultaneously references nature to reinforce the initial inspiration behind the shoe and the overall lust for being anywhere but the office.
The Concepts x Asics Gel-Kayano 14 “OOO” was released on November 8, 2024 and sold out online in three minutes.
In September 2024, Asics released a public service announcement in anticipation of World Mental Health Day. The announcement brings awareness to the danger of sitting at a desk for a prolonged amount of time and encourages people who work in an office setting to take a break and move. With the inspiration of nature in mind, it felt right to continue this movement with the Concepts x Asics Gel-Kayano campaign. The “OOO” campaign sought out to capture the importance of listening to your body and taking a break from work to recharge your mind and creative spirit.
Produced by The Morrison Group, the “OOO” campaign analyzes the concept of brain fog–a common symptom that office workers experience as a result of working hard with few breaks or vacations. One might find themselves drifting off into a daydream, imagining a relaxing and much more desirable environment. Through a contrast in lighting, texture, and setting, this concept explores the liminality that is dreaming while still awake. It simultaneously references nature to reinforce the initial inspiration behind the shoe and the overall lust for being anywhere but the office.
The Concepts x Asics Gel-Kayano 14 “OOO” was released on November 8, 2024 and sold out online in three minutes.
