ASICS Gel-NYC by Kicki Black/Black & Cream/Pure Silver

Kicki Yang Zhang is an artist and content creator based in Berlin. Since she grew up between Shanghai and Germany, she felt the duality of the two cultures in her daily life early on.

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ASICS x Kicki Yang Zhang Gel-NYC - Cream/Pure Silver - 1203A571-001

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Ten years ago, Kicki began presenting her drawings online, often using her face as a canvas. Kicki describes herself as someone who is constantly reinventing herself and isn't bound to a particular look; she loves experimenting and changing her aesthetic.

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ASICS x Kicki Yang Zhang Gel-NYC - Black/Black Cream/Pure Silver

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While brainstorming for a co-design with ASICS, it quickly became clear that their duality would be at the heart of this partnership.

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The result is a collection that shows two of Kicki's many sides: her Shanghai ego, slightly retro-futuristic in soft pastel shades with silver highlights, and her Berlin ego, all in black with silver highlights.

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The shoes represent both the cultural and personal facets that Kicki grew up with, as well as her masculine and feminine sides, which she likes to explore in her styling.

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Seven years ago, Kicki began working with Partner In Crime, a Berlin-based talent and creative agency.

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The dream has always been to start a project that fully exploits the potential of Kicki and Partner In Crime and includes product development and the entire associated universe.

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ASICS was enthusiastic about this vision and gave Kicki and her team complete creative freedom when shooting for the campaign.

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The campaign is inspired by the ASICS slogan “Sound Mind, Sound Body” and interprets it in two ways: The first concept shows Kicki finding her balance and trusting herself.

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The second concept shows Kicki in her ultimate form: free and floating, challenging gravity, as if her rules didn't apply once you've reached full potential. Both concepts highlight the duality of Kicki and her sneaker designs.

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Visually, the results combine ASICS' core message of movement with Kicki's cutting-edge aesthetic, creating a compelling new world for the brand.

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The ASICS GEL-NYC by Kicki sneakers will be available on September 26 at selected retailers such as 43einhalb, AFEW Store, Asphaltgold, HHV and SUPPA.

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