mita sneakers' Shigeyuki Kunii Enters a Collaboration with Asics
The creative director of mita sneakers — Shigeyuki Kunii, has reinterpreted the classic ASICS GEL-LYTE III OG silhouette as part of a branded partnership. The footwear canvas of this new creation originally saw the light of day in the 1990s, adding a subtle nostalgic hint for many consumers.
The mita sneakers x ASICS collaboration was not just about bringing a new footwear design to the market. It was about "bringing the silhouette to Japan" and Shigeyuki Kunii sought out to challenge ASICS' status as a sports brand in the country. In actuality, the creative director wanted individuals to perceive it as a lifestyle one. This is achieved with a playful reinterpretation of the ASICS GEL-LYTE III OG model which boasts a striking contrast and a mixed-material upper.
The mita sneakers x ASICS collaboration was not just about bringing a new footwear design to the market. It was about "bringing the silhouette to Japan" and Shigeyuki Kunii sought out to challenge ASICS' status as a sports brand in the country. In actuality, the creative director wanted individuals to perceive it as a lifestyle one. This is achieved with a playful reinterpretation of the ASICS GEL-LYTE III OG model which boasts a striking contrast and a mixed-material upper.
Trend Themes
1. Collaborative Footwear Designs - The trend of collaborating with other brands or designers to create unique and stylish footwear designs opens opportunities for disruptive innovation in the fashion industry.
2. Nostalgic Design Elements - The trend of incorporating nostalgic design elements into modern products presents opportunities for disruptive innovation, appealing to consumers looking for a sense of familiarity and nostalgia.
3. Sportswear as Lifestyle Fashion - The trend of repositioning sportswear brands as lifestyle fashion brands creates opportunities for disruptive innovation in the apparel industry, bridging the gap between athletic performance and everyday style.
Industry Implications
1. Footwear - The footwear industry can explore collaborations with other brands or designers to create unique and eye-catching designs, disrupting traditional shoe manufacturing and marketing approaches.
2. Fashion - The fashion industry can capitalize on the use of nostalgic design elements in clothing and accessories, offering innovative products that tap into consumers' desire for a sense of nostalgia.
3. Sportswear - The sportswear industry can seize the opportunity to align their brands with lifestyle fashion by incorporating stylish design elements and marketing their products beyond sports performance, disrupting the traditional perception of athletic apparel.
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