Steffon Diggs and ASICS: A Gamechanging Partnership
ASICS, renowned for its running shoes, has seen a significant revival and has seamlessly integrated into everyday lifestyle wear for Gen Z and millennials...
In recent years, ASICS has experienced a notable resurgence, largely fuelled by the revival of the "dad shoe" trend. Characterised by chunky silhouettes and a nostalgic nod to the 90s, dad shoes have become a fashion staple, appealing to both millennials and Gen Z. ASICS, known for its performance-oriented footwear, has seamlessly integrated itself into this trend by leveraging its classic designs and appealing colour ways.
ASICS is still excelling in the running world but is now increasingly integrating its shoes into everyday lifestyle wear. ASICS has capitalised on this trend by reintroducing classic models such as the GEL-Kayano and GEL-Lyte series, which are versatile and suitable for various occasions, from casual outings to fashion forward occasions. The comfortability and durability is a huge selling point to many.
One of the pivotal moves in ASICS' comeback has been their strategic partnership with NFL player Stefon Diggs. ASICS and Diggs officially partnered in 2023, which was a full circle moment for Diggs as he grew up wearing ASICS. Known for his on-field prowess and off-field charisma, Diggs brings a unique blend of athletic excellence and cultural influence to the brand.
ASICS and Diggs shocked the NFL world when he debuted custom ASICS football cleats on NFL fields last season especially as the Japanese sportswear company is not one of the three brands that pay for the rights to be worn on NFL fields. However, his involvement with ASICS is different from the usual athlete and brand partnership as this is purely fashion lifestyle focused instead of performance, which presents a great opportunity for Diggs to express his authentic style off the field and for ASICS to keep building on their lifestyle everyday wear aesthetic thats resonating more with a younger audience.
Last month ASICS and Diggs announced their new upcoming sneaker collaboration. The shoes are a representation of Diggs personal style and is a shout out to his family especially his brothers as they are his biggest motivators growing up. According to the product description, the shoe is based on the 2008 model but has an updated tooling system inspired by the GEL-KAYANO 14 shoe and modern materials for everyday scenarios.
“This moment for me is truly special, I have to give a huge shoutout to ASICS for allowing me to truly express myself with my first signature shoe,” Diggs said on Instagram
In today's dynamic market, brands should consider shifting their focus more towards fashion and lifestyle shoes rather than solely concentrating on performance-based footwear. The demand for stylish, versatile shoes has surged, particularly among younger consumers who value aesthetics and comfort in their everyday wear. ASICS creating innovative designs and collaborations, have embedded themselves in these cultural crossovers, further enhancing its appeal to a younger, diverse audience.
ASICS' resurgence is a testament to its ability to adapt and innovate while staying true to its core values of performance and quality. Collaborations with the likes of Stefon Diggs has injected new life into the brand, making it culturally relevant and attractive to a younger audience. Coupled with the growing athleisure and dad shoe trend, ASICS has managed to bridge the gap between sportswear and everyday wear, carving out a unique niche in the competitive sneaker market.