Afew x ASICS Take Community Engagement to the Next Level

Afew x ASICS Take Community Engagement to the Next Level 3

Instagram’s sneaker community recently voted Afew’s original “Koi” GEL-Lyte 3 as the best collaboration the ASICS model has ever seen. The poll was conducted as part of the ASICS GEl-Lyte 3’s 30th anniversary this year.

Now it looks like ASICS and Afew will follow that up with a very special commemorative collaboration, which will be largely community-led. Fans of both brands were able to vote on their favorite colors and choose a final color pallet via Instagram Stories. That color pallet will then be used by ASICS and Afew to create a concept and color story. Currently, ASICS and Afew are taking suggestions for what material the sneaker should be made of.

It remains to be seen how much more influence fans will have on the final design, but the initial votes alone make this a cool and interactive experience for a lot of sneakerheads. It also offers a glimpse into the inner workings of the collaborative process, something that remains a mystery to many that don’t work in the industry.

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A message from @afewstore:⁠ ⁠ As most of you will have noticed, @asics_sportstyle held a bracket voting for the best GEL-LYTE™ III collabs of all time.⁠ We were absolutely stoked to see our GEL-LYTE™ III “Koi” win the whole thing, with so many legendary collabs being considered.⁠ ⁠ Recently we were approached by Mitsui-san and ASICS SportStyle that the voting wouldn’t be the end of the road and we were asked to extend our partnership with another collab!⁠ ⁠ We want to thank YOU and everyone involved in the voting to make this project come true, of course we are in!⁠ You can be very excited for what’s still to come as the community will be involved from scratch for this amazing project.⁠ ⁠ Stay tuned…⁠ ⁠ #GELLYTEIII

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The ASICS GEL-Lyte 3 was incredibly popular around 2013 to 2015 — the latter being the model’s 25th anniversary — as collaborations with the likes of St. Alfred, Kith, Afew, and many other leading retailers were released and considered the most popular sneaker of the day, similar to the Nike SB Dunk Low now.

Keep an eye on Afew and ASICS’ Instagram accounts to find out more about this fun collaboration.

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