ASICS’ new NEOCURVE™ sneaker, crafted from recycled deadstock and defective shoes, blends heritage and innovation for a sustainable, stylish design. Created with Studio Hagel, this project is part of ASICS’ larger mission toward circular economy and eco-consciousness in footwear.
November 2, 2024
Digital Worldwide News
ASICS recently launched the NEOCURVE™, a sneaker entirely repurposed from the brand’s own waste. Designed in collaboration with Dutch design house Studio Hagel, this sneaker is a testament to sustainable innovation, merging the brand's sports heritage with forward-thinking eco-design. ASICS is redefining what sustainability means in the sneaker world by using materials that might otherwise be discarded.
At the heart of the NEOCURVE™ project is a simple but powerful idea: a circular economy—where nothing goes to waste, and everything is given a second life.
An Eco-Inspired Design that Stays True to ASICS’ Heritage
The NEOCURVE™ sneaker embodies ASICS' rich history and dedication to sports excellence while pushing the boundaries of sustainability. Drawing on 35 years of ASICS designs, Studio Hagel’s creative director Mathieu Hagelaars looked into ASICS’ archives to infuse modern elements while keeping the brand’s roots intact. The resulting look is a blend of retro-futurism and streamlined style, inspired by speed racing and early 2000s techwear.
Hagelaars describes this approach as staying innovative yet faithful to ASICS’ identity. The sleek wave design, metallic finish, and distinctive Y2K-inspired color palette reflect this balance, making it clear that this sneaker is as much a style statement as it is an eco-friendly choice.
Circular Economy in Action: Repurposing Old Shoes for New Sneakers
The NEOCURVE™ isn’t just inspired by past designs—it’s quite literally built from the remnants of ASICS' old products. Partnering with recycling company Fast Feet Grinded in the Netherlands, ASICS repurposed deadstock and defective shoes by grinding them into new materials for the NEOCURVE™. This approach minimizes waste and significantly reduces the sneaker’s carbon footprint, a key objective for the brand.
Fast Feet Grinded plays a crucial role in ensuring ASICS’ waste doesn’t end up in landfills. Instead, the unused products are transformed into a high-quality, durable material used to construct these new sneakers, proving that sustainability doesn’t mean compromising on quality or comfort.
Reducing Carbon Emissions Through Localized Production
A major part of the NEOCURVE™ project is ASICS’ commitment to local production, a practice that not only supports the local economy but also helps cut down CO2 emissions by limiting the need for long-distance shipping. By keeping production close to home, ASICS aims to tackle the carbon footprint issue that often comes with the globalized production of footwear.
ASICS’ emphasis on localized production aligns with its overarching philosophy, “Anima Sana In Corpore Sano,” which translates to “A sound mind in a sound body.” This mantra has long driven ASICS' commitment to physical and mental wellness, a goal the brand now extends to environmental wellness as well.
The Environmental Mission: Building a Better Future for the Planet
ASICS isn’t just creating shoes—it’s reshaping the future of sustainable fashion. Hidetoshi Muraoka, ASICS’ head of circular economy projects, explains that the NEOCURVE™ sneaker reflects a larger mission to promote an eco-friendly lifestyle that makes minimal impact on the planet. For ASICS, any effort to foster physical health must also consider the health of the environment, especially as climate crises pose threats to both.
“We wanted to create a circular economy in which people can enjoy sports and fashion with as little burden on the environment as possible,” Muraoka says. With the NEOCURVE™, ASICS is setting a new standard in the sportswear industry, proving that style and sustainability can go hand-in-hand.
Studio Hagel's Role: Marrying Aesthetic and Environmental Responsibility
Studio Hagel's involvement brings a fresh, modern perspective to ASICS' eco-conscious goals. Known for their innovative approach to design, Studio Hagel worked closely with ASICS to combine cutting-edge looks with sustainable practices. Their work on the NEOCURVE™ exemplifies how modern aesthetics can be seamlessly integrated with recycled materials, creating a product that is both fashion-forward and environmentally responsible.
Mathieu Hagelaars and his team took inspiration from the brand’s archives but didn’t stop there—they reimagined classic styles to fit today’s sustainable needs. The NEOCURVE™ is not just a shoe; it’s a message about the future of design.
A Win for Conscious Consumers and the Environment
As the fashion industry faces mounting pressure to address environmental impact, ASICS is proactively answering the call with the NEOCURVE™. This sneaker is perfect for consumers who care about conscious fashion choices but don’t want to sacrifice quality or aesthetic appeal. With its streamlined silhouette and unique, recycled material construction, the NEOCURVE™ aligns with the values of a new generation that values sustainability as much as style.
In this way, ASICS is reaching beyond the typical boundaries of sportswear, giving eco-conscious buyers a product that matches their lifestyle and principles.