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ASICS Celebrates 30th Anniversary of GEL-LYTE III

Thirty years ago the GEL-LYTE® III model broke the mold of traditional sneaker design, heralding individualism and rebelling against constrictive norms. Today, ASICS SportStyle celebrates that tradition, creating a new campaign for the iconic silhouette.

The GEL-LYTE III model has a history of going against tradition and subverting stereotypes, with this new iteration being no different. In the new campaign we see school children, businessmen and elderly citizens, each deviating from social norms by wearing bright and vibrant GEL-LYTE III model’s that showcase a stark contrast from the rest of their traditional outfits. The campaign is an overall celebration, engaging both loyal fans as well as introducing the model to a new generation.

The rebellious nature of the GEL-LYTE III model stems from the defiant approach of the original designer, Shigeyuki Mitsui. Repeatedly told that his designs were too complex and aesthetically challenging, Mitsui set out to forge his own path and prove his peers wrong. His efforts were realized when the distinctive new shape of the GEL-LYTE model took form and became a brand-defining silhouette - with its now famous split between the tongue and GEL® technology sole.

The GEL-LYTE III model will release under ASICS SportStyle, the new sports and lifestyle line that will encompass ASICS and ASICSTIGER, delivering both ASICS innovation within sports performance as well as the aesthetic demands of the style-conscious consumer. The GEL-LYTE III along with many other iconic ASICS models, such as the GEL-KINSEI® and GEL- KAYANO® 5 OG models will now all be available under ASICS SportStyle.

The GEL-LYTE III model will be available in a variety of colorways. The GEL-LYTE III OG model (Green/Yellow) will launch first at selected ASICS retailers and outlets on November 15, 2019. On January 3, 2019 the remaining colorways (Orange/Black and Black/Light Grey) will release globally.