Asics is about to make waves with an exciting new collaboration, joining forces with the London-based jewelry and accessories brand, Completedworks. This partnership is set to unveil a stunning reinterpretation of the Gel-Kayano 20—a performance running shoe that hails from Asics' early 2000s archives.
What makes this release truly stand out is the meticulous craftsmanship behind it. Each piece is handmade in Completedworks’ London studio, showcasing distinctive design elements such as mismatched gemstones, pearlescent bows, and floral motifs. The combination results in a running shoe that merges technical performance with a flair for jewelry-like aesthetics.
Anna Jewsbury, the founder and artistic director of Completedworks, shared her insights: "As a studio, we often discuss the juxtaposition of femininity and a certain sense of ornateness with the practical and everyday. Trainers, with their simplicity and pragmatism, sit perfectly at the center of that.” This statement captures the essence of how this collaboration bridges the gap between functionality and artistic design.
This launch not only marks Completedworks' first venture into sneaker design but also its inaugural partnership with a sportswear giant like Asics. Moreover, it aligns with Asics SportStyle’s noble initiative called "Crafts for Mind," which is dedicated to promoting mental well-being through creativity and craftsmanship.
Additionally, it's noteworthy that a portion of the profits generated from this collaboration will benefit the Yorkshire Sculpture Park’s Community Program. This initiative focuses on artist-led activities that engage the community, working in partnership with Appletree Community Garden, thus intertwining art, nature, and community spirit.
The Asics × Completedworks collaboration is priced at $300 and will be exclusively available at Completedworks.com as well as Dover Street Market London, right after the brand's London Fashion Week show on February 21. Following this initial launch, it will also be released at Dover Street Market locations in Paris and Ginza come March.
In recent news from Asics North America, the third quarter earnings report for 2025 revealed impressive growth within the sportstyle category, with double-digit revenue increases noted among key wholesale partners. The demand for the Gel-1130 shoe has been particularly remarkable, showing triple-digit growth compared to the same quarter last year, closely followed by the Gel-NYC shoe, which has also experienced significant growth.
Koichiro Kodama, the president and CEO of Asics North America, expressed optimism about the brand's trajectory: "We continue to pursue quality business while offering premium products during this exciting time for our industry. This quarter, we saw great response for new products introduced into the market and from our retail partners, along with the consistent strength of our performance run, sportstyle and core performance sports product offerings."
With such promising developments, it raises intriguing questions: How will this artistic approach to sneaker design resonate with consumers? Will the fusion of fashion and function redefine expectations in the athletic footwear market? Share your thoughts below!
