The resurrection of 90s fashion is a trend that just won’t yield. You see colour palettes and silhouettes from the pre-millennium proliferating streetwear, and in particular, the world of sneakers. Chunky running shoes have gone from being gauche to everyone’s footwear of choice, and when it comes to that trend, no sneaker has captured the style as well as the new ASICS GEL-BND.
For one, the GEL-BND is a shoe that has its provenance in the 90s. It is based on the GEL-BONDI, a triathlon shoe designed by ASICS in 1998, which set the standard for function and style in the sport. The contemporary remix of the GEL-BONDI, the new GEL-BND, sees the brand channelling that 90s vibe, creating a shoe with a chunky midsole, detailed with bold, bright colours to make your feet the centre of attention wherever you are. The shoes are available in five colours — white and green, white and ASICS blue, black and white, black and jewel-toned, as well as a grey and violet version. If you prefer your GEL-BNDs in a monochromatic scheme, JD Sports will exclusively stock triple black and triple white options for the shoe.
Besides style, we particularly love the comfort the shoe offers. Though they look thick, the GEL-BNDs are incredibly lightweight, designed with ASICS technology that ensures your feet remain snug, even when you wear them on long days about town.
We recently got the chance to take a close look at the GEL-BNDs on a trip to Seoul with ASICS. There, we witnessed the creation of the campaign for the new sneakers featuring the Korean popstars, KARD. The four members, J.Seph, Big Matthew, Jeon So-min and Jeon Ji-woo, are anything but your cookie-cutter song-and-dance group. Each of them has a distinct edginess that captures the effortlessly cool spirit as embodied by the GEL-BNDs. Take a look at our behind-the-scenes experience with ASICS and KARD as they film the trailer for the sneakers. You can watch the official trailer here.
The ASICS GEL-BNDs will be available at all ASICS stores except Nex, Velocity, Changi City Point and IMM, as well as on ASICS.com.
The brand will run a gift with purchase promotion, entitling you to exclusive GEL-BND x KARD merchandise. From 1 to 30 August, you will receive stickers. From 1 to 30 September, you’ll get a finger foam and a poster. From 1 to 31 October, you are entitled to a collar pin and a postcard.
Three lucky individuals will also stand a chance to win an all-expenses-paid trip to Bangkok to watch KARD live on 12 September with purchase of the GEL-BND sneakers before 30 August. Another way you can stand a chance to win a trip is to join the #GELBNDChallenge on TikTok, with more information at asics.com/gel-bnd.
If you’re sharing your fresh GEL-BND kicks on Instagram, do so with custom gifs available when you search “GELBND” on Giphy.
Videography and editing: Amorfati Film
Producer: Beatrice Bowers