ASICS Unveils HYPERGEL™ Footwear Franchise

The new design incorporates GEL® technology with slip-on construction and GEL beads integrated into the midsole.  Every HYPERGEL shoe is unique and provides an enhanced cushion effect which reduces impact and preserves energy, resulting in improved comfort and endurance as the midsole restores its form faster than comparable footwear models.

Timed to the launch, ASICS and Foot Locker, Inc. are rolling out a HYPERGEL-KENZEN x Aoki campaign featuring international DJ and producer Steve Aoki in stores nationwide, including Foot Locker, Lady Foot Locker, Footaction, Champs Sports, SIX:02 and Eastbay.  The campaign celebrates those who are constantly moving, always in search of inspiration – the creators who thrive on always creating, thinking and progressing.

"HYPERGEL is a new look for ASICS and we are proud to introduce a model that balances a unique aesthetic design with the performance technology for our consumers that are constantly on the move," said Gene McCarthy, President and CEO, ASICS America Corporation. "We are thrilled to launch this new franchise with our partners at Foot Locker, Inc. and Steve Aoki, who lives each day to the fullest, in constant motion with purpose and determination."

"We are excited to partner with ASICS for the launch of HYPERGEL-KENZEN x Aoki," said Jed Berger, Chief Marketing Officer for Foot Locker North America. "Just like Steve Aoki, our customers live an always on lifestyle and are looking for a hybrid of performance technology fused with an awesome design. ASICS is synonymous with their great GEL technology and design and the HYPERGEL is a great addition to both of our footwear portfolios. We look forward to introducing it to our consumers across the Foot Locker, Inc. family of brands."

Aoki, who serves as the muse behind HYPERGEL, plays over 250 shows a year and holds two bachelor's degrees. Constantly producing, designing, inventing - always moving.  The shoe is a testament to the versatility and endurance coveted in the marketplace today to cater to the newest generation of movers and creators.

"I am excited to be the face of HYPERGEL," said Aoki. "I really like the futuristic look of the shoe. Whether I am in the gym, working in the studio or performing on stage, they are always on."

The HYPERGEL-KENZEN x Aoki campaign will come to life across multiple channels including a 'Steve in 24' digital content series showcasing Aoki's nonstop movement throughout a full, 24-hour period.  As part of the launch, ASICS and Foot Locker, Inc. will celebrate perpetual creators with an immersive pop-up experience in New York City on March 19 that is open to the public. The experience will culminate that evening at 8:00pm with an intimate Steve Aoki appearance for ticketed guests. For more information, please visit @ASICS on Instagram.

About HYPERGEL™:
The HYPERGEL platform introduces a midsole with rebound and cushioning for all-day support. It provides maximum versatility during a run in the gym or on the street, and reduces impact to the body, preserving energy which allows for more movement.

• Developed and tested at the Institute of Sports Science in Kobe, Japan
• Provides about 30% more bounce than standard EVA with excellent cushioning
• Restores its form faster than any comparable materials offering consistent comfort for all day wear
• Each midsole consists of about 15% beads made of GEL® brand technology, which is uniquely distributed in each individual shoe
• Two additional models in the HyperGEL family will roll out over the course of 2018

HYPERGEL-KENZEN™:

• GEL® brand technology beads integrated into the midsole
• Knit upper
• TPU heel counter
• MONO-SOCK®
• Available colorways for Men:
  • Cherry Tomato/ Black/ Cherry Tomato
  • Black /Fiery Red/ White
• Available colorways for Women:
  • Black/ Opal Green/ White
  • Begonia Pink/ Seashell Pink/ Begonia Pink

The first shoe to launch - the HYPERGEL- KENZEN, retails for $130 and will be available Tuesday, March 20 exclusively at Foot Locker, Inc. brands in-store and online, and available starting March 30, in ASICS retail locations and at www.asics.com.

PHOTOS: https://drive.google.com/drive/folders/1eQwszC2QRrtx37BSr4QbolVWvGpaF68S

About ASICS
Anima Sana In Corpore Sano, meaning "A Sound Mind in a Sound Body," is an old Latin phrase from which ASICS is derived and the fundamental platform on which the brand still stands. The company was founded more than 60 years ago by Kihachiro Onitsuka and is now a leading designer and manufacturer of performance athletic footwear, apparel and accessories. For more information, visit www.asics.com. Follow @ASICSamerica on Facebook, Twitter, Instagram and YouTube for exclusive content and real-time news around ASICS products, events, and elite athletes.

About FOOT LOCKER, INC.
Foot Locker, Inc. is a specialty athletic retailer that operates more than 3,310 stores in 24 countries in North America, Europe, Australia, and New Zealand. Through its Foot Locker, Lady Foot Locker, Kids Foot Locker, Champs Sports, SIX:02, Footaction, Runners Point, and Sidestep retail stores, as well as its direct-to-customer channels, including footlocker.com and Eastbay.com, the Company is a leading provider of athletic footwear and apparel.

About STEVE AOKI
STEVE AOKI is a 2x Grammy-nominated international producer/DJ, electronic dance music entrepreneur, and founder of the trendsetting record label, events/lifestyle company and apparel line Dim Mak. Since launching in 1996, Dim Mak Records has become a launch pad for seminal acts such as The Chainsmokers, Bloc Party, The Bloody Beetroots and The Gossip through deftly marketed single and full-length releases and now has well over 500 releases to date. As a solo artist, AOKI's has become a force of nature averaging over 250 tour dates per year. Known for collaborations ranging from Snoop Dogg to Linkin Park to JJ Abrams to Migos and Louis Tomlinson (One Direction), AOKI's debut artist album was nominated for the Best Electronic/Dance album Grammy while his follow ups Gold certified NEON FUTURE I & II featured his Gold certified single "Delirious(Boneless)" with Kid Ink.  Aoki's "Just Hold On" with One Direction's Louis Tomlinson became a global smash after the pair debuted the song with a performance on X Factor. The song debuted at #1 in 43 countries and has since achieved Gold or Platinum status in 18 countries. AOKI recently received his second Grammy nomination in the Best Music Film category as the subject of the 2016 Netflix Original documentary "I'll Sleep When I'm Dead" which premiered to a sold-out audience at the Tribeca Film Festival. Steve has also both donated and raised hundreds of thousands of dollars for various charitable organizations including his own AOKI FOUNDATION with a primary goal of supporting organizations in the brain science and research areas with a specific focus on regenerative medicine and brain preservation. Steve Aoki released his latest album Kolony last July (via Dim Mak Records / Ultra Records) which debuted at #1 on the Electronic Album charts. Kolony marked Aoki's first full turn into rap music, with nearly 10 years of hip-hop collaborations, which he describes as "bridging the gap" between genres and is stacked with hard-hitting rhymes from some of the most prominent lyricists today, including Lil Uzi Vert, Lil Yachty, Migos, 2 Chainz, Gucci Mane, ILOVEMAKONNEN, T Pain, and more. Most recently Aoki released the Spanish speaking track, "Azukita" with Daddy Yankee, Elvis Crespo and Play n Skillz.

SOURCE ASICS

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