END. and ASICS introduce the GEL-NIMBUS 10.1 ‘Milk,’ a new iteration that connects everyday memory with technical design. The release forms part of END.’s 20th anniversary ‘Corner Shop’ collection, drawing inspiration from the atmosphere and routine of neighborhood convenience stores. These spaces, often filled with milk cartons, snacks, and essential goods, inform the visual identity of the collaboration.
SNEAKERS
ASICS first launched the GEL-NIMBUS 10.1 in 2008, building the silhouette with long-distance running in mind. For this updated release, the model keeps its performance foundation while adopting visual and material choices aimed at lifestyle wearers. The result carries forward the structure and comfort of the original while introducing a more concept-driven direction tied to British corner shop culture.
The sneaker design references everyday staples, particularly the white milk carton, through asymmetric elements and layered materials. Open mesh uppers create breathable sections across the surface. White leather overlays and soft suede-inspired panels add volume and contrast, giving the sneaker a tactile finish. END. and ASICS integrate co-branded touches such as milk-patterned insoles and logos placed on the tongue, reinforcing the concept without excess.
Function remains central to the GEL-NIMBUS 10.1. ASICS equips the sneaker with GEL technology in both the rearfoot and forefoot zones, which support impact absorption during walking or all-day wear. A dual-layer EVA foam midsole enhances underfoot comfort, while the TRUSSTIC system under the arch helps deliver structure and motion control.
This release sits within a wider capsule that marks two decades of END., with the sneaker offering a direct visual link to daily consumer habits. The GEL-NIMBUS 10.1 carries the mood of midnight grocery trips and mixes it with the technical features associated with ASICS performance footwear.
To celebrate the launch, END. and ASICS will transform the END. Soho store into a corner-shop milk bar on Wednesday, July 30, serving bespoke milkshakes, including vegan options, for fans and visitors while supplies last. The END. x ASICS GEL-NIMBUS 10.1 ‘Milk’ will officially launch on Monday, July 28, 2025, and will be available for purchase starting Friday, August 1, online and in END. flagship stores in Newcastle, Glasgow, Manchester, London, and Milan. The sneaker will be priced at £180, €209, or $209, depending on region.
