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ASICSTIGER
Gel-Lyte I

Weighing just a skimpy 9.9 ounces when it was first launched, the GEL-Lyte revolutionised the very foundation of sneaker culture, leaving a legacy that has yet to be beaten. So when we came up with a concept, we needed something to celebrate 1987, and the underground legacy that would continue to make an impact, even today. The idea was based around the original description, Skimpy 9.9, which we reimagined as a homage to the seminal DIY fan-mags like Boys Own, celebrating the birth of rave-culture, of being the misfit that defines a generation. The campaign was made up of print, social content and an actual Skimpy 9.9 fanzine which was given away free with every pair of GEL-Lyte.

Credits

  • Client: ASICSTIGER EMEA
  • Managing Director: Sophie Mayer
  • Executive Creative Director: Leila El-Kayem
  • Designer: Sarah Hegyesi
  • Designer: Etienne Vles
  • Photography: Kane Holz
  • Stylist: Olive Duran
  • Date: July 1st 2017