Asics launches Hypergel line with Steve Aoki exclusively at Foot Locker

Asics has launched a new product line called Hypergel with Steve Aoki which will debut exclusively at Foot Locker. The line mixes a street style aesthetic with Asics' standard performance gel technology.

Steve Aoki in Hypergel - Asics

The first shoe to launch in the new collection is the Hypergel-Kenzen, a slip-on style offered for men and women. Two men's colorways, one red and one black, will be available, while the women's model will be on offer in pink and black with green colorways.

Aoki will be the face of the campaign and inspiration for additional product development. The DJ and producer said the shoe has a "futuristic look" in a release, stating that he wears the style whether he's "in the gym, working in the studio or performing on stage."

Gene McCarthy, president and CEO, Asics America Corporation, said that Hypergel "is a new look for Asics."

Jed Berger, chief marketing officer for Foot Locker North America added, "our customers live an always on lifestyle and are looking for a hybrid of performance technology fused with an awesome design."

To support the launch of the new product line, Asics is rolling out a digital content series that follows Aoki in movement for 24 hours. Asics and Foot Locker are also hosting a pop-up on Monday, March 19th in New York City in anticipation of the March 20th launch of the shoe.

The pop-up is open to the public and will culminate in an intimate ticketed guest-only event with Steve Aoki.

The Hypergel-Kenzen will retail for $130 exclusively at Foot Locker.

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