I’ve been wearing Asics for years, for running that is. Their running shoes are top notch, ask any Sport Chalet employee. But they’ve never made a shoe I thought worthy of rocking beyond my 7 am jog. They had the Onitsuka Tiger line, but those were a little too indie rock and too narrow and flat; pants didn’t fall on them right.

Nike learned long ago to make their high-end athletic shoes look cool enough to wear on the street. Jordans and Air Max 95s have been on the courts, the tracks AND the dance floors for decades now. This obviously translates to more people buying the shoes y ma$ dinero. I mean what if only serious golfers wore the Tiger Woods hat? I don’t think Nike could afford to pay TW their share of the $87 million he makes a year. Companies like Asics however basically only sell their high-quality running shoes to people who actually want to RUN in them.

I think Asics is finally taking a cue from the dominant leader in the footwear industry. Enter the Asics Gel Lyte III.

According to Highsnobiety, Asics teamed up with Patta (a sneaker boutique in Amsterdam) and Alife to create these colorways on their kicks. I’m excited for them, a nice break from the Nike domination of the sneaker scene. I think I’ll be coppin’ me a pair. They seem to have a strange no-tongue design that I don’t think I’m feeling, though. I’ll have to see them in person.

Congratulations Asics! Go sell some shoes, goddamit.

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