ASICS SportStyle Launches the NEOTIDE™ Sneaker
by Adriano Batista
ASICS SportStyle introduces the NEOTIDE™, a sneaker that continues the brand’s journey in circular manufacturing, pioneered with last year’s NEOCURVE™ shoe. Launching across Europe on March 6th, it is as much about how it is made as how it makes you feel.
The campaign, “Some Shapes Just Grow on You,” tells the story of an extraordinary house in an ordinary street, and the people who live there. One is a young gardener whose daily routine blends movement and expression, trimming topiary in sculptural shapes, always wearing their NEOTIDE™ sneakers. Across the road lives an older neighbor, suspicious at first of the unusual activity. But over time, the energy and confidence of the gardener’s lifestyle start to grow on them, right down to purchasing their first plant and a pair of NEOTIDE™ sneakers of their own.
It is a story of movement that inspires change, echoing ASICS’ belief that physical activity and creative expression have the power to shape not only our bodies and minds, but also our choices for a more sustainable future.
ASICS SportStyle once again partners with HAGEL, the Amsterdam-based design studio known for their experimental approach to footwear, to bring the NEOTIDE™ sneaker to life. This collaboration blends creative freedom with ASICS’ archival DNA, translating classic running silhouettes into a future-facing new shape.
“Like a landscape reshaped by heavy snow, NEOTIDE™ wraps a familiar icon in a soft cocoon, simplifying the complex into a smooth, recognizable form,” says Mathieu Hagelaars, founder of HAGEL. “Its curves are simplified as if shaped by nature, while its materials are formed by the beautifully imperfect production methods of grinding and re-using deadstock ASICS shoes.“
Like the NEOCURVE™ sneaker, using grinded materials and localized European production are key concepts for the NEOTIDE™. It is part of ASICS SportStyle’s broader commitment to sustainable research, underpinned by the belief that a Sound Mind in a Sound Body needs a Sound Earth. Through localized production, recycling materials, and continuous evolution, the brand aims to build products that reflect not just what is possible today, but what is needed for tomorrow. While there is still work to do, the NEOTIDE™ is a significant step toward that goal. The NEOTIDE™ contains 39.4% recycled materials by total product weight, including 17.5% originating from recycled ASICS footwear. Recycled content is validated by third-party standards.
The NEOTIDE™ sneaker launches March 6th across Europe, available at ASICS.com and select retailers for 190 EUR.
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