Asics is making waves with a stunning new collaboration that merges the world of sports and high fashion: the Gel-Kayano 20, designed in partnership with the London-based jewelry and accessories brand, Completedworks. This collaboration promises to turn heads and spark conversations, especially among sneaker enthusiasts and fashion aficionados alike.
The Gel-Kayano 20 is not just any sneaker; it’s a reimagined performance running shoe that harkens back to Asics' early-2000s archives. Under the creative direction of founder Anna Jewsbury, Completedworks has meticulously handcrafted this unique design in its London studio, infusing it with signature motifs that are synonymous with their aesthetic. Expect to see elements like mismatched gems, lustrous pearlescent bows, and delicate floral details—transforming a practical trainer into a piece of art.
Jewsbury shared some insights into her creative thought process, stating, "As a studio, we often discuss the juxtaposition of femininity and a certain sense of ornateness with the practical and everyday. Trainers, with their simplicity and pragmatism, sit perfectly at the center of that." This statement encapsulates the essence of the collaboration, highlighting how fashion can intersect beautifully with functionality.
This partnership marks a significant milestone for Completedworks, as it represents their first foray into sneaker design and their inaugural collaboration with Asics. Moreover, it aligns with Asics SportStyle’s “Crafts for Mind” initiative, a nonprofit endeavor that champions mental wellbeing through creativity and craftsmanship. As an added bonus, a portion of the proceeds from this collaboration will contribute to the Yorkshire Sculpture Park's Community Program, which offers artist-led activities in collaboration with Appletree Community Garden.
Retailing at $300, the Asics × Completedworks collaboration will be available exclusively at Completedworks.com and Dover Street Market in London after the brand's showcase during London Fashion Week on February 21. Following this launch, it will also grace the shelves of Dover Street Market in Paris and Ginza starting in March.
In a recent earnings report for the third quarter of 2025, Asics North America revealed impressive growth within its sportstyle category, showcasing high double-digit revenue increases alongside key wholesale partners. The demand for styles like the Gel-1130 continues to soar, achieving triple-digit growth compared to the same quarter last year, closely followed by the Gel-NYC model.
Koichiro Kodama, the president and CEO of Asics North America, expressed enthusiasm about the brand’s trajectory, stating, "We continue to pursue quality business while offering premium products during this exciting time for our industry. This quarter, we saw great response for new products introduced into the market and from our retail partners, along with the consistent strength of our performance run, sportstyle, and core performance sports product offerings."
With such innovative designs and a commitment to social responsibility, this collaboration undoubtedly invites intrigue. What are your thoughts on the blending of sportswear with jewelry aesthetics? Do you think this trend will catch on, or is it just a fleeting moment in fashion? Let us know your opinions!
