We've seen bootleg fashion NFTs, we've even seen NFTs from luxury giants, we've seen sneaker NFTs, but we haven't seen any of the big sportswear players wade into the field until now. ASICS is poised become the first company of its ilk to issue official NFTs with its "Sunrise Red" NFT collection — thankfully, it's no mere cash grab but what the company describes as an effort to support the next generation of sneaker designers.

189 individual NFTs are being offered by the sportswear company, comprising various editions of nine digital versions of ASICS shoes like the GEL-LYTE III, Metaracer, and even ol' reliable flip-flops. Each NFT will be offered for sale via auction in a limited edition of 20, bolstered by a single unique gold edition. Winning bidders receive the NFTs, digital textures and 3D models of their prize and — if they snagged a gold edition — they'll also receive a complimentary future ASICS NFT.

Normally we'd be relatively unimpressed by a giant corporation utilizing a timely trend (NFTs are still hot, right?) to enrich itself, but ASICS' intentions here are actually pretty thoughtful.

All proceeds from the NFT sales will fund the new ASICS Digital Goods Artist-In-Residence Program, a platform for new and established digital artists alike to envision ASICS' ongoing NFT drops. It'd be interesting if ASICS also utilized these conceptual shoes as a springboard to create imaginative real-world sneakers (giving the original designers a cut of the credit and cash, of course) but the initiative is currently focused on the digital design angle alone.

"At ASICS we strive to be at the forefront of innovation in the sporting goods sector," Joe Pace, Head of Business Development, ASICS Running Apps, said in a statement. "So, while we are excited to drop the world’s first digital shoe release from a major sporting goods company, this is only the beginning. In coming together with some of the most creative and forward-thinking digital artists in the world through our new Artist-in-Residence program, our long-term vision is to push the boundaries of digital goods to inspire physical activity."

Bidding on the ASICS NFTs begins on OpenSea July 15 and ends July 19. Digital designers looking to enter ASICS' new program should head over to the dedicated ASICS NFT site for more information.

We Recommend
  • 38 Japanese Clothing Brands Every Highsnobiety Reader Should Know & Where to Buy Them
    • Style
  • AIREI Made the Hottest ASICS Sneaker Ever (Literally)
    • Sneakers
  • Now's All About Looking Sporty & Rich – No, But, Like, Literally
    • Style
  • CdG's New ASICS Sneakers Actually Aren't So Simple
    • Sneakers
  • This ASICS GT-2160 Sneaker Might Be the Best Yet
    • Sneakers
What To Read Next
  • adidas Drops YEEZY Sneakers Again, One Last Time
    • Sneakers
  • New Balance Dad Shoes Became Literal Shinin' Stars
    • Sneakers
  • 14 of the Best Nike Dunks for Under $300
    • Sneakers
  • Statement Bag? Too Easy: A$AP Rocky Mastered Statement Pants
    • Style
  • Stone Island Tech'd-up New Balance's Dad Shoe Classic Again
    • Sneakers
  • Let’s Unpack the Kith x TAG Heuer F1 Watch
    • 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.