ASICS’ Paris Fashion Week events are the lifestyle expression of the Japanese brand’s DNA, which is all about innovation and technological leadership. This year’s issue is delivering more than ever thought to be possible. Alongside an eclectic mix of musical artists, the venue, la Gaîté Lyrique, will be a host of a variety of immersive installations playing on the fringes of light, 3D and motion technology. A blend of worldwide hip hop and rap artists will makeup the musical lineup, a signifier of ASICS’ presence across Japan and Europe. Year after year, the event fills the Parisian core for digital art and modern music to capacity, bringing international creatives together for a night celebrating ASICS’ devotion to producing innovative products and experiences that focus on substance over hype.

Taking center stage at la Gaîté Lyrique, ASICS’ newest releases are an ode to the brand’s long-standing history to cutting-edge performance sneakers. The iconic GEL-KINSEI I, which was the first runner to feature 100% neutral tooling, a game-changing technical update which shook the performance category at the time, is being revived by the brand with modern updates. Alongside the techy runner, ASICS is continuing its ongoing series with its first modern hybrid silhouette the GEL-KAYANO™ 5 360, the perfect mix between the 90’s favorite GEL-KAYANO™ 5 upper and the urban tooling of the GEL-QUANTUM 360 4. This model will come in two new contemporary palettes, simultaneously, an exclusive collaboration will be unveiled 24 hours before the event.

Once again working with the mind-bending innovative team at digital art studio ExperiensS, the event will present the brand and various new drops through four distinct interactive installations sure to challenge guest’s notion of realism. Combining the latest innovations in 3D, light, and motion design, each piece is engineered to highlight key features of each product through never-before-seen showmanship.

The PFW party is centered on telling ASICS’ history through a lineup of hip hop and rap performances. As a selection of European artists bring forth their high-energy underground tracks to ignite the crowd, ASICS has brought in Japanese talent Loota to headline the event. Well known among Japanese underground hip hop circles, Loota hails from the same turf in which ASICS was founded on. Although many may recognize Loota for his verses on South Korean rapper Keith Ape’s chart-topping “It G Ma” and heavyweight single "Dirt Boys” from Tokyo’s prized KOHH, Loota has just dropped his debut project, Gradation, which features assists from producer A$AP P on the Boards. A super rare and highly anticipated performance from Ateyaba, formally known as Joke, is on lock, after a hiatus from the spotlight from the French rapper is sure to bring his much-loved onslaught of sure-fire spit and electronic-inspired beats. The confirmed talent, whose dominace onto the French rap scene was supported through first-rate collaborations with the likes of Pusha T and Action Bronson, and a critically acclaimed body of work, will be taking the stage alongside fellow french act DJ DTWEEZER. Hailing from West Germany’s gritty Ruhr Valley, Serious Klein will also be present to lay out his powerful stanzas over a mix of soul, jazz, and gospel in the main hall of la Gaîté Lyrique. One of the best rap architects to come out of the French scene, Ikaz Boi, will be present to deliver his host of agreeable beats and mixes. His natural eclecticism has drawn worldwide producing projects from Atlanta icons Quavo and Travis Scott, to French staple Ateyaba and Japan’s Loota who are both featured on the bill. Local favorite Bambz will be there to get the party started with his ongoing residency. Delivering his ever-evolving mix of top-shelf sounds, the French DJ and producer never fails to ignite a feel-good mood during the epic night.

This event is a celebration of ASICS craftsmanship, history, and it’s continuous commitment to always choose substance over hype. As an invite-only party, keep up with our social channels to be the first to know where you can cop a spot on the list. If you’re unable to attend, a live broadcast will be shot live from la Gaîte Lyrique onto our Facebook and Instagram.

Words: Paola de Oliveira