As a basic rule, sneaker collaborations are likely to contain two manufacturers, normally an athletic footwear firm and a accomplice from the leisure, style or retail areas. In uncommon situations, initiatives have mixed three labels for multi-brand conferences of the minds. There have even been a small handful of sneaker collaborations which known as on 4 completely different views. Now, a model new launch from Japanese sportswear firm Asics is pushing the boundaries of collaboration by tapping seven completely different retail companions to return collectively for an formidable, first-of-its-kind particular make-up.
The Asics Gel-Cumulus 16 Tomo is the results of the corporate’s prime retail companions combining for a undertaking that “celebrates the neighborhood, creativity and collaboration between model and retail companions,” in line with Lilian Chevalier, senior supervisor of footwear merchandising at Asics. To reward the doorways which were serving to Asics snatch away market share from its opponents, the Japanese firm tapped Ideas, Further Butter, Characteristic, Lapstone & Hammer, Sneaker Politics, Someplace and The Whitaker Group. Centered across the Japanese phrase “Tomo,” which suggests buddy and is used internally at Asics to consult with its prime accounts, the collaboration represents not solely the bond between the footwear producer and its retail companions, however the shared camaraderie between the shops.
The Asics Gel-Cumulus 16 Tomo.
Asics
“To be thought of to be part of this particular initiative and to be regarded amongst such admired boutiques is an honor,” artistic director Bernie Gross tells Footwear Information. “The groups behind these seven retailers have identified one another for fairly a while. We’ve grown to respect and provides props to one another’s wins.”
On paper, gathering so many differing views with the aim of arriving at a singular design could sound like a frightening process. Seasoned footwear business workers typically have robust opinions about how sneakers ought to look, really feel and be marketed. Would seven completely different visions — eight together with the Asics staff — be capable to efficiently come collectively with none main hiccups alongside the best way? The reply, from each the collaborators concerned and the ultimate product, is a powerful sure.
“There’s all the time a little bit of stress and nervous power when engaged on one thing new however all of us concerned are literally pals so working collectively felt very pure and concepts flowed rather well,” says Brian Nadav, proprietor of Philadelphia’s Lapstone & Hammer, the place Asics has been the top-selling model for the final two years.
Blaine McGowan, senior advertising supervisor at Sneaker Politics, tells FN that it was an honor to work alongside so many esteemed retailers and considers it an unforgettable expertise. “We knew the web would go arduous on us as a result of collectively we now have numerous design expertise within the footwear area,” McGowan says.
The Asics Gel-Cumulus 16 Tomo’s reflective particulars.
Asics
For Kim Johnson, founding father of Las Vegas staple Characteristic, which has since expanded with places in Calabasas, Calif., San Diego and Scottsdale, it was each overwhelming and an honor to be chosen alongside Asics’ prime retail accounts.
“There’s all the time stress in all the pieces we do,” Johnson tells FN. “However the stress is what fuels us. We have to preserve pushing ourselves and one another to take care of the extent that we esteem to be.”
The Tomo collaboration started with representatives from every retailer gathering to brainstorm on an general idea. Behind-the-scenes photos shared by Gross present deserted ideas together with inspiration from Japanese Boro denim, retro arcade video games and “jewellery for ft.” Finally, the collective arrived on the thought of a temper ring gradient.
“The idea was about friendship, friendship bracelets and temper rings. How your temper modifications while you’re round folks you really get pleasure from,” Madison St. Pierre, purchaser and merchandising assistant at Ideas, tells FN.
After the group arrived on the temper ring theme, Asics break up the Tomo accounts into two teams the place they rapidly set to work translating the thought right into a sneaker.
Kim Johnson (let) and Bernie Gross through the Asics Gel-Cumulus 16 Tomo design course of.
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“We ran the gamut of shade libraries, materials and textiles swatches and even peripherals together with insole and co-branded labeling,” Gross says.
Over the course of two days at Asics’ U.S. headquarters in Boston, the groups of creatives deliberated and drafted CADs, with one group arriving on a single design with the opposite bunch arising with three completely different choices. From there, the 4 choices had been pitted face to face with the entire retailers and representatives from the Asics Tomo design, advertising and gross sales groups casting votes on their favorites. The pair with essentially the most votes would then transfer into sampling and manufacturing phases.
“Totally different ideas had been thought of alongside the best way, and the ultimate Gel-Cumulus 16 Tomo got here collectively because the model that the majority successfully captured the staff’s collective imaginative and prescient,” Jamar Grant, lead of retail shopping for and stock strategist at The Whitaker Group, tells FN.
That collective resulted in a Cream/Malachite Inexperienced variation of the lately reissued Gel-Cumulus 16 mannequin. The shoe is coloured predominantly in silver, a staple shade of the retro 2000s-era sneakers which have contributed to Asics’ U.S. success in recent times such because the Gel-Kayano 14 and Gel-1130.
All the mesh base of the sneaker is reflective, giving the limited-edition model a hidden pop of visibility that comes alive in low-lighting settings. And the temper ring story is informed by accents of gradient colours which cowl two of the Gel-Cumulus 16’s most vital options: the tiger stripe branding and midsole Gel cushioning. Fading from an emerald inexperienced up entrance to a Prince-like purple, the shades symbolize the shifting moods that impressed the sneaker.
The voting course of for the Asics Gel-Cumulus 16 Tomo sneaker collaboration.
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“I feel that translated very properly with out being overly literal. The reflective mesh is a superb contact because it permits an attention-grabbing pop in a delicate approach,” says Dominick Adams, proprietor of Washington, DC’s Someplace. Adams additionally tells FN that two different Tomo colorways are within the works for spring style week in 2026.
The tongue of the left shoe options the Kanji character for “Tomo,” whereas a set of alternate shoelaces function a gradient fade and steel lace ideas for individuals who need to swap out the cream set that the pair comes with.
“From the colour altering tiger stripe representing the shifting moods, the silver metallic and chrome overlays to the reflective mesh and ombre light laces, this sneaker is our model of a temper ring that’s meant to reference your friendships and connections with particular folks in your life,” Nadav says.
Whereas the seven completely different companions managed to work comparatively seamlessly collectively, most of the retailers FN spoke with stated the largest problem the undertaking offered was working with an unproven canvas within the Gel-Cumulus 16 silhouette.
“Asics has accomplished [such] a unbelievable job retaining the Gel-Kayano 14, Gel-1130, GT-2160 and Gel NYC within the forefront that I used to be a bit nervous to go outdoors of these fashions,” Adams says.
St. Pierre echoes the uncertainty, however tells FN it ended up permitting the teams to have extra freedom creatively.
The Asics Gel-Cumulus 16 Tomo on-foot.
Characteristic
The Asics Gel-Cumulus 16 Tomo was launched Saturday for $170 from asics.com and every of the taking part retail companions.
Within the huge image, Chevalier says Asics hopes the Tomo collaboration will spotlight the bonds throughout the athletic footwear area.
“We wish customers to see and perceive the deep spirit of partnership in our business,” Chevalier says. “This undertaking underscores that our retailers aren’t simply retailers. They’re true companions and much more, pals to us and to one another.”
