ASICS SportStyle, the sports and lifestyle line encompassing ASICS and ASICSTIGER, delivers both ASICS innovation within sports performance and the aesthetic demands of the style-conscious consumer, forming high-profile partnerships with boundary-breaking designers including Kiko Kostadinov.

Thirty years ago, the GEL-LYTE III model broke the mould of traditional sneaker design, heralding individualism and rebelling against constrictive norms.

To celebrate that tradition while launching an updated range, this campaign presented three of the city's most traditionally dressed groups in the new GEL-LYTE III, emulating the style’s reputation for breaking tradition by presenting it in a typically uninformed world.