ASICS Unveils GEL-KINETIC 2.0 at Milan Design Week
ASICS made its debut at Milan Design Week with the Kinetic Playscape, an immersive five-part installation showcasing the GEL-KINETIC 2.0 sneaker. Conceived by LA-based studio NUOVA and housed at Garage 21, the activation fused retro-futuristic design language with Japanese minimalism and Italian radical design philosophy.
By Ava Rodriguez
The Kinetic Playscape represented ASICS SportStyle's first major consumer activation in Italy, positioning the GEL-KINETIC 2.0 as both a performance innovation and design statement. The installation guided visitors through shifting spatial environments, each sequence building on the brand's foundational philosophy of connecting sound, body, and mind into a coherent physical experience.
NUOVA's curatorial vision structured the journey as a progression from terrestrial to transcendent spaces, a deliberate architectural narrative that grounded product innovation within immersive spatial design. The accompanying creative partnerships elevated the activation beyond standard product launch: SOSHIOTSUKI, the LVMH Prize-winning Japanese tailoring label, crafted custom staff uniforms that visually anchored the brand's aesthetic, while sound designer Matéo Garcia developed a curated audio program that emphasized the symbiotic relationship between movement, sound, and emotional response.
The GEL-KINETIC 2.0
At the installation's center sat the GEL-KINETIC 2.0 itself—a sneaker engineered at ASICS' Institute of Sport Science in Kobe. The model recontextualizes early-2000s ASICS running silhouettes (the original GEL-KINETIC 4, GEL-FRANTIC, and GEL-TORNADO) through a contemporary lens, extracting archival DNA while introducing forward-facing construction methods. Scutoid GEL cushioning technology provides the cushioning foundation, while a TPU support cage delivers lateral stability and responsive feedback. The overall architecture prioritizes everyday wearability rather than narrow performance specificity—a signature shift in how heritage running brands approach modern design.
Visitors experienced the GEL-KINETIC 2.0 directly within the installation environment, allowing potential buyers to evaluate the shoe's motion dynamics in a controlled, intentional context before retail partners offered the model for purchase across Milan.
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Release Info
Availability: Available now through Milan retailers and ASICS SportStyle channels
Price: Not specified
Where to Buy: Select Milan retailers; ASICS official channels
