ASICS WTG is Hitting Paris Hard for the First 2019 Affair

We are setting the bar high with our mind-blowing third edition of ASICS’ WTG event. Held during the most exciting time of the year, fashion week, the kickoff event for 2019 is bigger and better than ever. After our last edition, which was packed to capacity, this event is being taken to the next level by being moved to a larger venue, la Gaîté Lyrique, Paris’ core for digital art and modern music. The pillars holding up the WTG event are grounded on ASICS’ innovative products, immersive experiences and live music. Bringing together Japan’s underground musical artists and France’s emerging creatives under one roof, WTG reinforces ASICS’ commitment to showcase those who value substance over hype.

The Next Generation of Sneakers

Breaking out of last year’s mold, this year’s edition will center on not just one, but multiple product stories that will be exhibited within the main gallery walls of la Gaîté Lyrique. The GEL-Kayano™ 5 in its two new monochromatic colorways, as well as the fresh new futuristic silhouette of the GEL-Fujitrabuco 7 will be on display. Accompanied by these performance and lifestyle models, ASICS is sharing what the future holds with event attendees, by giving an exclusive peek of the latest innovation within the GEL-Kayano™ family.

An Experience at the Edge of Reality

The WTG initiative’s most recent evolution will be elevating the brand and product experience to unseen heights. We have continued our collaboration with digital art studio ExperiensS, this time, engineering immersive and interactive installations that will push guests’ expectations of reality. Additionally, ASICS has given a platform for boutique Parisian streetwear label Drône to digitally and physically style each shoe model with a full look compromised of their functional yet boundary-defiant garments.  

Marrying East and West Through Music

Live music stands as the cornerstone of the WTG event, telling ASICS’ origin story by pairing a Japanese headliner with the European underground scene. For the first time in France, rapper YDIZZY will be taking the stage accompanied by No Flower. Part of larger Japanese rap collective kiLLa, the Shibuya-raised artist will be bringing his rapid-fire lyrical talent and undeniable aggressive energy to the French capital. Long-time ASICS collaborator and British grime MC Novelist, who has been playing on London’s indie stations like NTS since the age of sixteen, will also be performing. Paris will be represented by up-and-coming rapper Zidi, along with DJ sets from Krampf and BAMBZ.

A Deep Commitment to Substance Over Hype

By focusing on innovation, cultural relevance and futuristic themes from the world’s cutting-edge artists, the coming ASICS WTG will be an event remembered for its 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 straight from la Gaîte Lyrique onto our Facebook and Instagram.

Words: Paola de Oliveira