With 90s style being dead set in the crosshairs of current fashion trends – if you believe the opinion of those in the industry that know, of course – it’s comes as no real surprise that it’s showing no signs of slowing down when a brand like ASICS decides to re-release an absolute banger of a sneaker like this one.

Pulled straight from the brand’s design archives and re-released for the first time, ASICS’ 1990 GEL-MAI is everything that that glorious turn-of-the decade period was all about: bold stylistic statements crossed with cutting-edge tech. ASICS developed the sneaker with the underlying conceptual approach that an upper is not necessary when the entire sole-unit is at the top of its game.

The progressive design features asymmetrical eyelet stays, eyelet-adorned sides, and a single pouch-like form that cradled the instep through the ankle. The molded GEL insole almost gave a technological nod to the ravers at the time, with its support and ride said to give a 'dancing' affect when you stepped. It’s still considered one of the comfiest and supportive of sneakers ever made, as well as a bold aesthetic statement.

The popularity of the GEL-MAI back then among OG sneakerheads was pretty mad, but we’ve got our money on this one making a comeback in streetstyle shots next season as well. As previously mentioned, this is the first time the GEL-MAI has be re-released since its 1990 debut, and it's also the first time the sneaker has been released outside of Japan. Fun fact, it's reputedly the only ASICS style that legendary designer and musician Hiroshi Fujiwara owns. The new model has an updated last and pattern for a cleaner, contemporary silhouette while the midsole has been revamped with new fuzeGEL technology, ASICS’ new sponge tech that appeared in last year’s FuzeX silhouette.

The GEL-MAI drops in two colorways, a sleek full black x black, and a bolder blue x black colorway today, April 22, at ASICSTiger.com. Be ready.

  • PhotographyDominik Schulte
  • PhotographyAhmed Chrediy
We Recommend
  • The Limit Doesn't Exist for ASICS' GEL-Kayano 14 Sneakers
    • Sneakers
  • CdG's New ASICS Sneakers Actually Aren't So Simple
    • Sneakers
  • KENZO's ASICS Sneakers Are a Wild Throwback
    • Sneakers
  • Naruto Is Finally Getting His Own ASICS Sneaker
    • Sneakers
  • ASICS Makes Trail Sneakers Now — And They're Great
    • Sneakers
What To Read Next
  • An Ancient Salomon Trail Sneaker Is Suddenly Springtime Fresh
    • Sneakers
  • How Are Nike's Tiny Leather Wallets So Incredibly Good?
    • Sneakers
  • Beyond Ralph Lauren: Redeeming the Polo's Potential
    • Style
  • adidas Turned Two Cleats Into One Beautiful Sneaker
    • Sneakers
  • Smoking Isn’t What It Used to Be
    • Culture
  • A Guide to This Year's Milan Design Week
    • Culture
*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titel Media GmbH (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titel Media GmbH strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titel Media GmbH tests, remediates and maintains the Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.


Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.