ASICS SportStyle introduces the NEOTIDE™ sneaker as the next step in its circular footwear research, developed in collaboration with Amsterdam-based Studio Hagel and its founder Mathieu Hagelaars. Launching across Europe on March 6, the silhouette builds on the foundation established by the earlier NEOCURVE™, advancing both material refinement and structural clarity. The design draws directly from the GEL-NYC, one of ASICS’ most recognizable recent silhouettes, and translates its layered construction into a smoother, more continuous form. Curves appear softened and unified, creating a surface that feels sculpted rather than assembled, while maintaining the visual memory of the original model.
SNEAKERS
Circular production defines the core of NEOTIDE™. ASICS collects defective, unsold, and end-of-life shoes across the European Union, which recycling partner Fast Feet Grinded disassembles and processes them into reusable material. These recycled components appear in the sole, laces, and structural elements, while manufacturing takes place primarily in Portugal and design development remains rooted in Amsterdam at Studio Hagel. The result positions circularity as both a material system and a design language that shapes the sneaker’s form.
The campaign “Some Shapes Just Grow on You” reinforces this perspective through a narrative centered on gradual acceptance and emotional connection. Hagelaars approached NEOTIDE™ with the intention of creating a silhouette that resonates immediately while carrying the complexity of its circular construction. Speaking exclusively with DSCENE’s Katarina Doric, Hagelaars reflects on translating archival ASICS design into a new material reality, refining recycled components, and redefining how footwear can communicate both creative experimentation and circular intent.
Which archival ASICS silhouette informed the design, and how did you reinterpret it? – For the NEOTIDE, we wanted to base the design on a highly recognizable silhouette, one that is fresh in the minds of ASICS SportStyle fans. That is why we chose the GEL-NYC. We identified the most iconic shapes and patterns of the original silhouette and simplified them. You can clearly see these patterns in the new design, but they are now executed in circular materials.
For the NEOTIDE, we wanted to base the design on a highly recognizable silhouette, one that is fresh in the minds of ASICS SportStyle fans.
The form draws inspiration from landscapes reshaped by snow. How did that natural reference guide the sculpting? – We loved the idea of how snow can simplify entire landscapes, making all details disappear. Simplifying was a major theme for this design, especially as we were working with completely new materials and factories. We pushed these to their limits to create a product that still meets the high standards of an ASICS product. Therefore, it felt natural to simplify the design of the iconic GEL-NYC.
The grinding and reuse process leaves traces of its previous life. How visible did you want that history to remain in the finished sneaker? – With the NEOCURVE, these traces were much more visible. We embraced that, which is why the upper and outsole materials appear much rougher compared to the NEOTIDE. While the NEOCURVE was being released, we were already working on the second model. By then, the ground base material had become far more advanced and refined. ASICS even developed a special treatment to refine the recycled material further, which is why you hardly see those traces in the NEOTIDE. Ultimately, it’s all about creating a beautiful product that is also comfortable. If it’s also circular, that’s a win for everyone.
Perfection is the most boring outcome of beauty. Having character is what makes a person or a product beautiful.
Circular production often challenges traditional ideas of “perfection.” How do you define beauty within a system built on reuse? – Perfection is the most boring outcome of beauty. Having character is what makes a person or a product beautiful. This is why we embraced imperfections by adjusting the designs throughout the process. Making a product circular has its limitations, and you can’t force a process like this into a rigid idea of ‘perfection’. Instead, you must be able to adjust your initial idea while keeping the concept alive. This is the puzzle of the design process, and it’s exactly what I love to do.
The campaign suggests that certain shapes grow on you over time. Did you intentionally design NEOTIDE™ to challenge first impressions? – I don’t see it as just a sustainable or circular product. It might sound strange, but I strongly believe that a consumer needs to fall in love at first sight with the way a shoe looks. It shouldn’t be just because it’s a big step forward in circularity. Once you win the hearts of consumers because they love the design, the rest is a win.
It’s incredible to think about, but sneakers have influenced everything from the music industry all the way to how we express our values and bridge social gaps.
What conversations around circularity are currently happening inside ASICS that designers should be paying attention to? – ASICS is continuously moving toward making its products circular. The percentage of ground ASICS shoes used in the NEOTIDE has increased significantly compared to the first model. The brand took a brave and bold decision to step into this world. Circularity is a delicate subject and an easy target for criticism, yet they went for it anyway. Within just two years, they have already shown immense improvement in the product.
How do you see footwear functioning as a catalyst for cultural change? – Sneaker culture is massive, with a rich history of technical innovation and cultural shifts. It’s incredible to think about, but sneakers have influenced everything from the music industry all the way to how we express our values and bridge social gaps.
You can’t go wrong when you experiment; an initial mistake can lead to a new idea and result in a pivotal moment you never expected.
HAGEL often experiments with unconventional structures. Where did you allow experimentation to take the lead? – Experimentation is the gateway to total creative freedom. You can’t go wrong when you experiment; an initial mistake can lead to a new idea and result in a pivotal moment you never expected. That is exactly what we always strive to achieve: to keep playing, to make mistakes, and to stay focused on discovering new things.
From your perspective, what does the next evolution of circular footwear look like? – There are still big steps to take when it comes to circularity. The simple answer would be to increase the percentage of circular material all the way to 100%, but it is about much more than that. It’s about grinding old shoes locally, regional production, and being able to apply circularity to all types of constructions. The ultimate goal would be to have no limitations and to be absolutely circular.
The ultimate goal would be to have no limitations and to be absolutely circular.
Who did you imagine wearing NEOTIDE™ while designing it? – I didn’t imagine. Just dreamed about this product coming to life 🙂
