ASICS GEL LYTE III
In this special instalment of my ‘Behind The Brand’ series, this film gets up close and personal with legendary sneaker Designer Shigeyuki Mitsui.
‘Mitsui’ is a cult figure in the sneaker world, and rightfully so as he designed the iconic ASICS GEL-LYTE III shoe 25 years ago, a shoe which has gone on to achieve sneaker folklore and become a true definition of a timeless classic.
And if Mitsui is a cult figure, so is the super chic shoe that he created.
A product that connoisseur’s continue to cherish, which also has enough style and comfort to make any newcomer an instant convert, there is no denying that the GEL-LYTE III is and always has been effortlessly cool.
With each and every release the shoe rightfully has sneakerheads in a frenzy due to it’s ability to always be relevant and on-point and let’s face it, and 25 years after it’s launch the shoe is more relevant than ever before.
Over the years we have seen some amazing collab’s take the shoe to new places (just think about what the GEL-LYTE III has done to help some street culture powerhouses like Ronnie Fieg achieve the status that they have today), but with the shoe reaching it’s quarter century birthday, ASICS have devised their own special celebration.
In addition to seeing the shoe generate some limited 25th Anniversary redesigns in collabs with some select International boutiques, the cherry on the cake is the strictly limited ASICS ‘Made in Japan’ GEL-LYTE III.
Only 255 pairs of this uniquely premium incarnation of the shoe have been released across Japan, Asia, New Zealand and Australia, and demand for the shoe is white hot!
The shoe takes everything that has always been so cool about the GEL-LYTE III and amps it up with a perfectly executed premium build, so this truelly is a special product.
In an amazing gesture from ASICS, Mitsui was brought to Sydney to meet the lucky few consumers who were able to land a pair of the ‘Made in Japan’ shoes, and in addition to landing the shoes, ASICS showed their gratitude by staging an intimate dinner where they got to meet their hero, chat to him about his design work, share in the delight of some of his design work, and share in a once in a lifetime experience.
Director, DOP, Editor: Lester Jones
Music: Take It Down by Noah (courtesy of Flau records).