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Highsnobiety / Julien Tell

Any sneaker-loving female will know all too well the constant high and lows of sneaker shopping. The high when you see a great pair of kicks dropping soon, and the immediate low when you discover they’re not being produced in your size. To even out the playing field, ASICS is now giving its loyal lady following a series of drops just for her.

The ‘HER HERITAGE’ initiative kicked off at the beginning of September with a five-silhouette pack dressed up in a clean white and gold color palette. For the second drop, ASICS has revamped its GEL-1090, GEL-NANDI OG, and JAPAN S PF for fall, blending moss and mint green hues with white and pastel pink accents.

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Highsnobiety / Julien Tell
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Highsnobiety / Julien Tell
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Highsnobiety / Julien Tell
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Highsnobiety / Julien Tell
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Highsnobiety / Julien Tell

The accompanying campaign celebrates the bond between mother and daughter by shining the spotlight on four women: culinary icon Kristen Kish, designer and writer, Ava Nirui whos satirical logo hi-jackings shot her to fame in 2017, and their mothers, Judy Kish and Meredith Nirui. The theme of heritage refers in this case not only to one’s ancestry but also to the cultural heritage informed the country and culture one grows up in. Both daughters now reside in different countries to where they were born – Kish migrated to America from South Korea while Niriu left her native Australia for New York – and cite their mothers as being crucial figures to nurturing their identities and supporting their creative endeavors, regardless of where they were in the world.

Shop the latest 'HER HERITAGE' drop at asics.com.

  • Photographer:Julien Tell
  • Senior Creative:Shane Gormley
  • Creative:Dan Hart-Davies
  • Model:Sophie Parisel
  • Stylist:Alex McFadyen
  • Artworks:Monja Gentschow
  • Gaffer:Robert Wisniewsk
  • Set Design:Sascha Huth
  • Set Design:Jakob Krause
  • Project Manager:Sara Tohme
  • Producer:Sabrina Hubert

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