ASICS NEOCURVE sneaker is a forward-thinking, sustainability-focused innovation that reimagines what footwear can be. It is crafted entirely from reclaimed materials, blending deadstock and defective shoes into a sleek, futuristic design. This sneaker is ASICS‘ bold move toward a circular economy, proving that even discarded materials can serve as the building blocks of something new.
SNEAKERS
The NEOCURVE’s standout feature is its resin-based construction, created in collaboration with Dutch design house Studio Hagel. Every design element is deliberate, drawing on ASICS’ archives and integrating recycled materials for a futuristic aesthetic. Featuring metallic finishes, wave-like designs, and a color scheme reminiscent of early 2000s techwear, the NEOCURVE reflects both ASICS’ Japanese heritage and a forward-looking design ethos. Influenced by the speed and stark minimalism of the Salt Flats, the streamlined silhouette carries ASICS’ design-first philosophy while subtly encouraging recycling through its commitment to sustainable construction.
To bring the NEOCURVE to life, ASICS partnered with Fast Feet Grinded, a footwear recycling company based in the Netherlands. Together, they disassemble old, defective, or unsold ASICS shoes, grinding down materials for reuse. Each pair of NEOCURVE sneakers is crafted from these repurposed elements, making the project a practical and symbolic step toward sustainability. As Studio Hagel’s Creative Director Mathieu Hagelaars explains, they “played and experimented” with ASICS’ catalog, blending the brand’s iconic elements into something that feels authentically ASICS yet pushes the boundaries of design and sustainability.
The NEOCURVE project emphasizes ASICS’ commitment to localized production within Europe, significantly reducing the carbon footprint usually associated with global manufacturing. By consolidating every stage—from collection to disassembly to production—within the European Union, ASICS underscores its dedication to sustainable practices. As a result, every pair of NEOCURVE sneakers represents a thoughtful approach to resource management, reducing waste and supporting local economies.
Launched today, October 31, 2024, the NEOCURVE is priced at €250 and available exclusively in Europe. It offers a premium blend of design, functionality, and environmental consciousness. With ASICS aiming for net-zero emissions by 2050, the NEOCURVE sneaker represents a crucial step forward. While some materials may still end up as deadstock, this sneaker proves they don’t have to end up as waste.
excuse me ! but this is AMAZING!