New Proposals from Sportstyle
—Thank you for gathering today. Could you first tell us about each of your roles in this project?
E.M: The "Sportstyle" category, which the four of us belong to, was established in 2019 with the vision of incorporating the technology we’ve developed in sports into lifestyle products. This allows customers to lead more active lives. The GEL-QUANTUM 360™ VIII is a flagship product for Sportstyle, with one of its key features being the 360-degree GEL in the sole. This is not just for design; it provides excellent cushioning, making it a highly technological model within our Sports Style lineup.
Z.D: I was responsible for product management (PM) of the GEL-QUANTUM 360™ VIII. My role involved defining the core concept and aligning market needs with ASICS’ manufacturing capabilities. This was my first project as a PM, and it was an exciting opportunity, especially since it was a full model change rather than just a minor update. The development concept for this project was to update the legacy of GEL-QUANTUM while making it more gender-neutral.
R.K: Based on the core concept that Z.D. established, my role was to determine how to translate this into design. When people think of design, they might imagine just the look or decoration, but with the GEL-QUANTUM 360™ VIII, we also considered the functionality, such as the sole and internal structure, and worked together with the team to refine these details. There was a lot of pressure since it was a full model change and one of the representative items for Sportstyle.
K.N: I was in charge of translating the two-dimensional designs into a three-dimensional product. This included placing specific orders with the factories and collaborating with departments like technical and quality control. The GEL-QUANTUM 360™ VIII, in particular, is a model loaded with technology, so I also worked closely with the ASICS Institute of Sport Science (ISS). After several iterations, we fine-tuned the samples for mass production.
E.M: I’m responsible for the PR side of the marketing team. My focus is on how to bring the product to a wide audience after production. Specifically, I create press releases and, as part of the global event team, coordinated the Paris Fashion Week event that began last June. I also work on the framework for our media partnerships, ensuring we connect with teams worldwide in Japan, Europe, the US, South Korea, and China.
The Three Missions Assigned to the Project
—Can you tell us the rough flow from development to launch?
Z.D: Every year, there’s an off-site meeting where all the departments come together to discuss “what products we will bring to the market in two years.” Based on the decisions made there, we began our work. For this project, there were three major missions: First, to expand the reach of the GEL-QUANTUM, which had been mainly popular in Europe and Australia, to a broader audience. Second, to offer new surprises and excitement to our loyal customers. And third, to focus on the design, including the upper and sole details, while ensuring high functionality.
R.K: We began working on this project around the spring to summer of 2022. The design focused on unifying the GEL and midsole, as well as the heel, using smooth, flowing lines. We wanted the design to be accepted not only by existing GEL-QUANTUM fans but also by new customers, with a softer, flowing style that could appeal to a wider audience.
K.N: Once the design received the green light, we moved on to producing samples. Typically, we create 1st, 2nd, and 3rd samples, but because of the complex GEL structure and the full model change, we also created a prototype sample before the first. This prototype was ready by the summer of 2022. If everything goes well, we usually complete the 3rd sample and move to mass production about a year later. However, just before ordering the 3rd sample, we received a request from our overseas offices to modify the design.
R.K: The change request was to alter the seamless, flowing shape of the sole back to a block design, similar to previous models. It was quite late in the project, so we were all a bit anxious. Since GEL-QUANTUM is a legacy item, there was concern that if we changed too much, the market might not accept it. Despite the tight timeline, we had discussions and adjusted the sample to meet the request, balancing the overall design.
K.N: This project also introduced a new midsole material that was first used in Sportstyle, chosen to enhance cushioning for the GEL-QUANTUM 360™ VIII. However, this material is expensive, so balancing functionality and cost management was a challenge. I suggested this material as the best choice for the new Quantum, but as always, managing the balance between quality and cost is tough. Once we had the 3rd sample ready, we moved into mass production, and at that point, it was just about hoping that the product would reach customers effectively.
E.M: To ensure the product reaches customers effectively, I focused on defining the product persona and strategizing how to communicate this through media and other channels. Hearing all your stories today has really sharpened my focus. As you mentioned, expanding beyond our core markets in Europe and Australia is a big challenge. We’re also thinking about how to continue the GEL-QUANTUM series with the next launch, incorporating elements like the pop-up at Paris Fashion Week.
Development Without Feeling Distance or Time Zone Differences
—Did the distance between Japan and the US pose any challenges in progressing the project?
Z.D: I work in Boston, USA, and at first, the time difference was a bit challenging. However, since meetings with time differences are quite common at ASICS, I quickly got used to it.
E.M: The marketing team often interacts with teams in Europe and the US. Sometimes, meetings start at 11 PM, but ASICS has a flexible work system. If I know a meeting is scheduled, I can adjust my start time for the day accordingly. With these policies in place, time zone differences don’t create many obstacles.
R.K: On the design side, the time difference actually helped with efficiency. For example, if I submit my design in the evening in Japan, I can receive feedback while I'm asleep. The next day, I can update it based on that feedback and keep the project moving forward.
K.N: While not everything is done online, we do make sure to have face-to-face communication when needed. For example, once the samples were ready, the PM team in the US and the rest of the members gathered to discuss them in person.
The “ASICS Spirit” Felt in Every Aspect of the Work
—What do you find most rewarding in your work, and what are your future goals?
Z.D: This was my first time working as a PM, and I’ve grown a lot by collaborating with members from various roles. Being involved in every aspect of ASICS’ product development was a valuable experience, and I’m confident it will benefit my future career. One of the most rewarding things has been hearing customers praise the comfort of the shoes, especially because I was so focused on that aspect during development.
K.N: I actually visited stores on the launch day, and seeing the GEL-QUANTUM 360™ VIII placed in a prominent position and even seeing store staff wearing them made me really happy. When you see something you created in a store, it feels like a proud moment. This model had more discussions than other products because it was a full model change, so seeing it out in the world felt like watching a child take the stage for the first time.
Z.D: ASICS is a global company, and I really appreciate the opportunity to work with people from different backgrounds. The level of discussion we have at every stage of development, ensuring no compromises on functionality, is something very characteristic of ASICS.
K.N: I also feel the same way about ASICS’ approach to manufacturing. Even though you can’t see it, there are patented technologies in the internal structure of the products. And no matter the department, everyone is focused on creating the best product, constantly challenging existing ideas. When I ask senior members for advice or new ideas, they’re always willing to listen and help me develop them further.
E.M: ASICS’ uniqueness also lies in the people. It’s not just about individual skill; it’s the culture where members from different offices and departments around the world collaborate as one team. There’s a real sense of dialogue and teamwork, rather than decisions being made top-down.
Z.D: My future goal is to create products that set trends in the market. ASICS has won "Brand of the Year" two years in a row from HYPEBEAST, and I want to continue creating products that customers will always consider their first choice.
K.N: Personally, having worked in various departments since 2019, I’ve had more opportunities to look at development from different perspectives, including business and product creation. I want to leverage these experiences to drive development that reflects a variety of viewpoints. Even after ten years with ASICS, the world of shoes remains incredibly deep, and I’m excited to continue creating new value and experiences for our customers.
E.M: As I mentioned earlier, Sportstyle was a new category established in 2019. While there were restrictions during the pandemic, we’ve focused on building the brand as we’ve moved past it. Our current challenge is how to make customers choose our brand, not just our products, through our PR efforts and various strategies.
R.K: While functionality is important, as a designer, I’m committed to pursuing designs that are instantly eye-catching and cool. I want to be able to communicate across categories and help ASICS grow as a company. ASICS is a great place for people who want to take on new challenges, regardless of their tenure. For anyone interested in new challenges, this company is perfect.
Z.D: I never imagined I would end up working in Boston, having initially worked in the Australian office. But here I am, part of a global team!
E.M: Sportstyle is closely connected with culture. We reflect not only sports but also fashion, art, and music in our PR and marketing campaigns, which allows us to connect with various industries. This makes it exciting to work in a sports brand with such a broad reach.
K.N: I joined ASICS because I love sports, shoes, and making things. Though it’s challenging, I’ve been able to keep pushing forward because I’m passionate about it. Ten years on, I still feel that way, and that’s proof that I’m in the right place. If you’ve read this article and feel even a little curious, I encourage you to knock on ASICS’ door!
