PLEASURES intervenes ASICS GEL-NYC

A nature-inspired collaboration that fuses the distinctive approach of the Los Angeles brand with the classic styling of the sports giant.

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The goal was to create a dynamic sensory experience inspired by natural wonders and textures, and ASICS and PLEASURES turned to stylist Shelby Kay Reed to reimagine this third and very special iteration. Based on the theme of nature, the visual envelopes and full campaign design were created to show the GEL-NYC shoe fully integrated into the natural elements: fields of moss, illusions of marshes and lots of mud.

‘Living in California, we are exposed to nature’s diverse sensory cycles on a daily basis. We wanted to incorporate those sensations into the design of this unique GEL-NYC shoe,’ explains Alex James, co-founder and director of PLEASURES.

The collection is completed by a series of garments that maintain the same narrative, such as a fun graphic T-shirt and a cap with embroidered details that sign the encounter. All of them will be available from today, 11 October, at pleasuresnow.com.