The Japanese equipment manufacturer ASICS continues its steady rhythm of collaborations. After the French boutique M+RC NOIR, the designer Vivienne Westwood and the streetball label Ballaholic (articles available on this site), it’s the turn of the most famous soda brand in the world COCA-COLA to partner with the Japanese giant. An asics GEL-Quantum 90 reinvented is presented to us.
At first glance, the collaborative runner is reminiscent of Coca-Cola’s distinctive billboards.
It’s dressed in the signature red Coke and is adorned with the iconic white Coca-Cola logo, arranged in oversize on the side red Tigers Stripes. As part of a sustainable development approach, the shoe is made of a red recycled polyester upper. This color is found on all other parts of the sneaker, except for the midsole defined in white, with the GEL cushioning tinted green referring to the vintage Coca-Cola glass bottle. To complete the design, the classic Coca-Cola branding appears on the heel tab and insole, while the iconic glass bottle silhouette adorns the lace loop. ASICS branding stands out, meanwhile, embroidered in white on the red tongue. A white outsole finalizes the look.
It should be noted that this collab is officially called the « Tokyo », surely a nod to the 2020 Summer Olympics that have unfortunately been postponed. Also, Coca-Cola is a long time sponsor of the Olympics, its signature red and white colors can also make a parallel with the colors of the Japanese flag and to top it all off, asics is a Japanese company, hence the « Tokyo » name.
The Coca-Cola x asics GEL-Quantum 90 will be released on April 9, 2021, at select retailers and likely on asics.com, priced at 140$. More details to come, stay tuned !
