Carla Gem Buyo

The ASICS Shift: Fashion’s New Obsession with Tech-Driven Comfort

Article (news)

<p>At this season’s Men’s and Women’s Paris Fashion Week, it wasn’t all about eccentric silhouettes and runway spectacles. When it came to footwear, we noticed a distinct shift towards a more grounded sense of comfort and tech innovation. <strong>ASICS</strong>, long revered in athletic circles, has been steadily carving out a new place in the fashion world. And the brand is doing this by staying true to its roots of movement, wellbeing, and purpose-driven design.</p><p>In this <strong>Metro</strong> exclusive, the team spoke to the team behind ASICS’ global partnerships and design right in Paris, France during their <strong>Paris Fashion Week Men’s Spring/Summer 2026</strong> ASICS pop-up.</p><div><span class="fr-img-caption fr-fic fr-dib"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/17526525921681.png" class="fr-fic fr-dib"/><span class="fr-inner">James Reid wears ASICS GEL-DS TRAINER 14 and LA Aguinaldo wears ASICS GEL-KINETIC FLUENTat Paris Fashion Week</span></span></span></div><div><br/></div><p>ASICS’s appearance at Fashion Week may seem surprising. But understanding their roots, one realizes it’s an organic outgrowth of their founding philosophy of wellbeing. In fact, their name is a Latin acronym for the saying, “A sound mind in a sound body”. Committed to bringing soundness to—literally—all walks of life, it just makes sense that the brand would find itself serving those who use their minds and bodies in fashion as well as other fields—grassy or not. Ultimately, their fresh approach to style is an extension of their dedication to comfort, collaboration, cultural resonance, and innovation.</p><p>For <strong>Anissa Jaffery</strong>, <strong>ASICS SportStyle’s PR &amp; Influencer Manager</strong>, that philosophy is core to everything. “ASICS has always been a brand which considers itself to be a caretaker,” she explains. “While other brands focus on winning or being the best, whereas we&#x27;re all about feeling your best.”</p><div><span class="fr-img-caption fr-fic fr-dib"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/17526526841492.png" class="fr-fic fr-dib"/><span class="fr-inner">Anissa Jaffery (left) is ASICS SportStyle’s PR &amp; Influencer Manager. Kentaro Saito (right), General Manager of ASICS’ Development Department</span></span></span></div><p><strong>Kentaro Saito</strong>, <strong>General Manager of ASICS’ Development Department</strong>, echoes this sentiment from a design perspective, explaining how caring for the consumer’s feet is top of mind: “Something we learned from decades of experience developing products across multiple sporting categories [is that ] materials are an important part of performance innovation. What it brings to the consumer is high level comfort in everyday footwear.”</p><p>That dedication is evident in ASICS’ new silhouettes, particularly the GEL-QUANTUM 360 and GEL-KINETIC FLUENT. Developed to honor legacy designs while pushing material science forward, both models feature updated midsole technologies like FF BLAST+ and scoot-structured GEL—elements that enhance cushioning and make ASICS’ trademark comfort even more accessible. “We have always been a performance tech brand and this remains true now,” Saito says, “even more so, as the lines blur between sport and style.” </p><div><br style="caret-color:rgb(0, 0, 0);color:rgb(0, 0, 0)"/></div><div><span class="fr-img-caption fr-fic fr-dib"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/17526527273683.png" class="fr-fic fr-dib"/><span class="fr-inner">ASICS GEL-KINETIC FLUENT (left) and ASICS GEL-1130 (right), as seen on Bea Benedicto</span></span></span>At Fashion Week, that commitment to daily wellbeing through comfort was especially noticeable. “You’re doing 30,000 steps a day,” Anissa says, recounting how she wears her ASICS to run from show to show, “you really need that powerful comfort.” She points to ASICS’ ongoing partnership with designer Cecilie Bahnsen as an example of the brand’s ethos at work: “Her motto is ‘all day, every day.’” Meaning, the designer’s couture clothing is appropriate for any occasion, as long as you feel good in what you’re wearing. The same goes for ASICS, according to Anissa. With this partnership, the comfort and innovation of the shoe belongs everywhere. Women can feel comfortable wearing “a beautiful, haute couture dress, but then pair it with sneakers so that you can do everything you need to do,” she says, solidifying the sneaker’s place in high fashion, among other realms. This effortless belonging “is really like how we see ourselves in the brand.”</div><div><br/></div><div><span class="fr-img-caption fr-fic fr-dib" style="width:787px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/17526528247107.png" style="width:1000px" class="fr-fic fr-dib"/><span class="fr-inner">Haute couture designer Cecilie Bahnsen collaborated with ASICS to embody their shared philosophy of creating items that are wearable in any given scenario</span></span></span></div><div><span class="fr-img-caption fr-fic fr-dib" style="width:787px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/17526528574518.png" class="fr-fic fr-dib"/><span class="fr-inner">The ASICS GEL-CUMULUS 16 SSCB can be worn all day, every day.<br/><br/></span></span></span></div><p>This blend of style and substance is also reflected in ASICS’ recent collaborations. Anissa highlights <strong>SHUSHU/TONG </strong>and Justin Saunders of <strong>JJJJound</strong>—two very different but equally thoughtful partners. These two new collabs Metro was able to see firsthand at the event also attended by Filipino style stars <strong>James Reid</strong>, <strong>LA Aguinaldo</strong>, and<strong> Issa Pressman</strong>. SHUSHU/TONG brings a feminine aesthetic that helps the brand connect with more women, while JJJJound taps into sneakerhead culture with design credibility. Saito sees these collaborations as a way to infuse fashion with tech-driven integrity. “While we cherish the partnerships we have with our high fashion partners, we don’t view ourselves as a fashion brand,” he says. Instead, performance is top of mind: “Something we strive for every day—especially in our work with our partners—is to bring tech credibility to the lifestyle space.”</p><div><br/></div><div><span class="fr-img-caption fr-fic fr-dib"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/17526529356524.png" class="fr-fic fr-dib"/><span class="fr-inner">SHUSHU/TONG at the ASICS Pop-up at Le Marais in Paris during Men&#x27;s PFW S/S &#x27;26</span></span></span></div><div><br/></div><div><span class="fr-img-caption fr-fic fr-dib"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/17526529842125.png" class="fr-fic fr-dib"/><span class="fr-inner">JJJJound’s ASICS GEL-QUANTUM 360 1 AMP</span></span></span></div><p>This perspective is resonating with audiences around the globe. Anissa notes how different markets take the style, technology, and philosophy espoused by ASICS and turn it into their own according to the local culture. She celebrates how “Filipino style blends streetwear and luxury in a way that feels so fresh,” going on to say that the approach, “elevates how the brand is seen” globally.</p><div><br/></div><div><span class="fr-img-caption fr-fic fr-dib" style="width:787px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1752653135514Issa.jpg" class="fr-fic fr-dib"/><span class="fr-inner">Issa Pressman wears ASICS GEL 1130s at Paris Fashion Week.</span></span></span></div><div><br style="caret-color:rgb(0, 0, 0);color:rgb(0, 0, 0)"/></div><p>Whether on a Paris runway or a Manila street, ASICS is meeting the moment—not by transforming itself into something new, but by doubling down on what it’s always done best: helping people perform well through all aspects of their life, with comfort, style, and innovation.</p><div><br/><em><strong>ASICS</strong> in the Philippines is available at Glorietta 2, SM Mall of Asia, Alabang Town Center, SM Fairview, and online at <a href="//asics.com/ph">asics.com/ph</a> </em></div><div><br/></div><div><em>Photos courtesy of <strong>ASICS Philippines</strong></em></div>

<p>Here’s how the performance-first brand is also quietly dominating fashion without compromising its roots</p>

Here’s how the performance-first brand is also quietly dominating fashion without compromising its roots

The ASICS Shift: Fashion’s New Obsession with Tech-Driven Comfort

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The ASICS Shift: Fashion’s New Obsession with Tech-Driven Comfort

Metro.Style

Published July 21, 2025 10:55 AM PHT

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Updated July 21, 2025 11:46 AM PHT

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Anissa Jaffery

Kentaro Saito

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