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The Scoop With Anissa Jaffery: Asics SportStyle’s debut at Milan Design Week
- Asics SportStyle unveils the Gel Kinetic 2.0 at Milan Design Week with a three-day pop-up activation.
- The Kinetic Playscape offers visitors a retro-futuristic, immersive experience with hands-on shoe testing.
- No purchases at the pop-up; the experience is designed to drive awareness and direct shoppers to nearby stores.
- The Gel Kinetic line continues a Kaizen philosophy, evolving a silhouette first introduced with Kiko Kostadinov in 2021.
- Anissa Jaffery emphasizes designing brand messages around the consumer to build lasting loyalty.
- Intellectual influencers are gaining credibility by knowledge, not just popularity, a trend SportStyle respects in its partnerships.
- Asics collaborates with outside creatives and professionals to wear the shoe while influencing communities, not merely posting about it.
- The interview situates Milan Design Week as a key market emphasis for SportStyle from a marketing perspective.
- The feature underscores a consumer-focused approach and collaboration as keys to brand growth.
- Vogue Business confirms Elektra Kotsoni’s role and framing of the interview as an industry briefing.
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