NOT TOTAL RUBBISH

ASICS SportStyle Introduces the NEOCURVE™ Sneaker. 

[31st October 2024 – KOBE, JAPAN] Today, ASICS SportStyle unveils the NEOCURVE™ sneaker, a cutting-edge footwear design crafted from a blend of unwanted, unused, and newly reclaimed materials. Made and sold in Europe, this innovative sneaker is constructed from grinded-up footwear, deadstock, and defective shoes, representing a step in circular design. In essence, ASICS dove into their own trash to find forgotten treasures— transforming what was once considered waste and unusable into a valuable resource.

For decades, ASICS has championed the vital link between sport and mental wellbeing, a philosophy inbuilt in our name: Anima Sana In Corpore Sano—a sound mind in a sound body. Yet, as environmental challenges intensify, we recognize that the future of sport, and the mental wellbeing benefits it brings, is under threat. That’s why ASICS is dedicated to preserving the planet for future generations by creating new and innovative methods in shoe production. The NEOCURVE™ sneaker reflects this commitment—an innovative product created with the future in mind. One of many steps to do better, again and again.

Innovation Meets Tradition

At ASICS SportStyle, innovation is in our DNA. Drawing from our rich heritage and Japanese foundations, we are always moving forward—embracing change and revisiting our past to inspire better futures. The NEOCURVE™ sneaker exemplifies this, merging archival designs with cutting-edge innovation. Designed in collaboration with Dutch design house Studio Hagel, the NEOCURVE™ pays homage to ASICS’ legacy by revitalizing the training collection, blending retro inspirations with futuristic creativity.

A striking wave design, metallic finishes, and a colour palette reminiscent of early 2000s techwear give the NEOCURVE™ its distinctive look. Influenced by the speed races on the Salt Flats, the shoe’s streamlined silhouette fuses these elements with ASICS' design-first philosophy. The result? A shoe designed to encourage future recycling and promote the process of product circularity, while still embracing a design-first approach for every-day use.

Circular Design for a Sustainable Future

ASICS has partnered with Fast Feet Grinded, a leading footwear recycling company based in the Netherlands, to bring this project to life. Utilizing advanced technology, Fast Feet Grinded disassembles discarded footwear, separating materials for reuse. The NEOCURVE™ sneaker is born from this process, incorporating grinded-up deadstock shoes into its design.

"For our concept, we always wanted to innovate but at the same time, stay true to the brand." Says Mathieu Hagelaars, Creative Director of Studio Hagel. "We went through all the catalogues at the ASICS European head office dating back 35 years and selected the styles that resonated with us. From there we started playing and experimenting to see how far we could push the concept to create something new and innovative. We were also working with completely new factories, new techniques and materials that we’ve never worked with…working with those ingredients to cook up a new shoe that had to breathe and feel ASICS, alongside meeting the brands standards of comfort and quality was the biggest puzzle but we did it and it’s been a great ride!"

Localized Production for Maximum Impact

The NEOCURVE™ is more than a product—it’s part of ASICS’ commitment to localized production aimed at reducing CO2 emissions. Every step in the creation of the NEOCURVE™ shoe, from collection and disassembly to design and manufacturing, takes place within Europe. This localized approach minimizes the environmental footprint associated with global supply chains, reinforcing our commitment to sustainability.

• Collection: Old, defective, or unsold ASICS inventory from the EU
• Disassembly: Carried out by Fast Feet Grinded in the Netherlands
• Production: Recycled materials and shoes manufactured within the EU
• Design: Crafted by Studio Hagel, Amsterdam, The Netherlands
• Distribution: Exclusively available in the EU through direct-to-consumer and select wholesale channels

Product Concept and Inspiration

“The NEOCURVE™ project began with a simple question: Can we create something new from what we would otherwise throw away?” Explains Hidetoshi Muraoka, Head of Circular Economy projects at ASICS Corporation. “We wanted to create a circular economy in which people can enjoy sports and fashion with as little burden on the environment as possible. Despite our best efforts to reduce waste—through optimized production, digital samples, and donation programs such as to ‘Right To Play’—some products still end up as unsellable deadstock. This sneaker takes a stand, proving that those materials can have a second life” concludes Muraoka.

ASICS began collaborating with Fast Feet Grinded in 2020 to develop innovative ways to recycle shoes. In 2023, the ASICS Circular Economy Promotion Department expanded on this by creating a shoe made from grinded footwear. The result is the NEOCURVE™—a sneaker that champions circularity, without sacrificing design or performance.

Sustainability at ASICS

A Sound Mind in a Sound Body needs a Sound Earth. ASICS is committed to reducing our environmental impact and achieving net-zero emissions by 2050. While we still have work to do, the NEOCURVE™ sneaker is a significant step toward our ultimate goal. To learn more about ASICS’ sustainability initiatives, visit our website.

Discover the NEOCURVE™ Today

The NEOCURVE™ sneaker is available exclusively in Europe from October 31, 2024. Priced at €250, it will be available on the ASICS website and at select European retailers.

-ENDS-