ASICS and NUOVA unveil Gel-kinetic 2.0 at Milan design week

During Milan Design Week, Japanese shoe brand ASICS partnered with the Los Angeles-based studio NUOVA to unveil Kinetic Playscape, an engaging sensory installation located at Garage 21 in the La Zona Risorgimento area. This pop-up event highlights the movement integral to the Gel-kinetic 2.0 sneaker, which offers a modern twist on early-2000s running style. The installation, designed as a fictional research center, features five areas that merge Italian radical design with Japanese minimalism, drawing inspiration from studies indicating that just 15 minutes and 9 seconds of play can enhance mental performance. The Gel-kinetic 2.0, developed by the ASICS Institute of Sport Science, includes Scutoid Gel cushioning and a TPU support cage, influenced by the Gel-kinetic 4.0, Gel-Franti, and Gel-tornado lines. Attendees can try on the sneaker at the installation. This event marks ASICS's debut at Milan Design Week and its first direct customer engagement in Italy, with the sneaker available at Slam Jam, One Block Down, and END Clothing in Milan.