Part of the ASICS sports lifestyle category, the ASICS Tiger, namely the GEL-LYTE shoe range, was highly sought after in the late 1980s to early 1990s, for its ASICS heritage and the Japanese technology at its core. Now the GEL-LYTE shoes have been reintroduced in January 2015 and there has been a resurgence in its popularity, as it meets the ever-changing demands of the growing street fashion market trends.
ASICS Tiger Brand Day
ASICS Tiger recently held a brand day event last month, to celebrate the brand and showcase the 2017 campaign and ASICS Tiger collection. A highlight of the showcase was the GEL-KAYANO Trainer Knit introduced in February 2017, an update of the original 1993 GEL-KAYANO Trainer. This update version consists of a standard low-top and a mid-top silhouette. Just like the old model, it also has a stretch knit fabric on the upper.
More than 60 shoes from the ASICS Tiger Spring/Summer Collection and Autumn/Winter 2017 Collection were also showcased. Key upcoming models include the GEL-LYTE III and the GEL-LYTE V as well as the all-new GEL-LYTE KOMACHI – ASICS Tiger’s first women’s only shoes.
Event created with sneaker heads and street style enthusiasts in mind
Said Kenji Oh, Marketing Director Asia, ASICS Asia Pte Ltd, “The ASICS Tiger Brand Day 2017 is an event that was created with the sneaker heads and street style enthusiasts in mind. Thus the event showcased the classics, icons that have been given a contemporary update, such as the GEL-KAYANO Trainer Knit and the brand new styles.”
He continued, “ASICS Tiger has something for everyone that both seasoned sneaker heads and new fans can appreciate.”
Six notable Singapore influencers were also featured in photos in a look book at the event – these were film photographer and model Estelle Shing; card flourisher and Virtuoso co-founder Huron Low; rapper Omar Amir (OmarKENOBI); R&B singer Sam Rui; dancer Steph Leong and street photographer Tim Suen. They had been chosen for their unique style and authenticity in which they pursue their craft.
At the AISCS Tiger Brand Day 2017, guests were also invited to take part in the third and final round of the ASICS Tiger Sneaker Battle, a photo voting contest that had kicked off two months ago.
Guests invited to take part in the ASICS Tiger Sneaker Battle
At the ASICS Tiger Brand Day 2017, guests were also invited to take part in the third and final round of the ASICS Tiger Sneaker Battle, a photo voting contest that had kicked off two months ago.
The first two rounds had earlier taken place on social media and the final winner walked away with a full set of the ASICS Tiger Gel-Lyte III 25th Anniversary commemorative magnets, a pair of ASICS Tiger shoes from the Spring/Summer 2017 collection as well as a pair of ASICS Tiger Limited Edition collaboration shoes.
Guests received limited edition tote bags
Guests also received limited edition tote bags designed by Tell Your Children, a prominent art collective from Singapore. There were two designs available, each featuring a key model from the ASICS Tiger collection.
All photos courtesy of ASICS.