Asics

Return of the OG

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Media brand Highsnobiety commissioned The Gaabs to art direct and produce their latest creative concept for sportswear giant ASICS. Known as the “OG”, the brand’s 2018 special edition sneaker is in fact a reissue of the famed 1999 GEL-KAYANO 5 design. To celebrate and leverage on the style’s iconography, we travelled back in time to 1999 with a campaign that pays homage to the era and running lineage that made both ASICS and the GEL-KAYANO franchise so famous.

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