GEL-NYC Gets a Towel-Infused Makeover in ASICS x Fujitaka Collaboration

When it comes to collaborations, ASICS usually partners with fellow clothing or shoe brands, but this time, they’ve taken an unexpected twist. ASICS has joined forces with Fujitaka, a renowned luxury towel manufacturer based on Japan’s Shikoku island since 1919, to create a fresh iteration of its GEL-NYC silhouette.


The new GEL-NYC iteration showcases a soothing color palette, with “French Blue” and “Grand Shark” hues gracing the entire upper. However, what truly sets this shoe apart is its environmentally conscious construction. ASICS and Fujitaka have ingeniously used leftover thread and surplus luxury towels in its making.


Leftover thread finds its way into the shoelaces and embroidered detailing, while surplus towel segments make appearances in the eyelets, back tag, and other upper details. The signature GEL cushioning, midsole, and sole sport shades of midnight blue and off-white, putting the finishing touches on this distinctive creation.

Get ready to experience the ASICS x Fujitaka GEL-NYC collaboration, set to launch on October 6 in Japan, with a global online release to follow shortly after.