Sneakers have always been tied to culture. Music, fashion, movement, and the streets constantly influence what people wear and how those styles evolve.
ASICS SportStyle is tapping into that relationship with the new GEL-NYC™ 2.0, bringing South African music producer Muzi into the story as part of its latest campaign with Sportscene.
The connection makes sense. Muzi’s creative process is built around taking familiar sounds, experiences and influences and turning them into something that feels current. ASICS is taking a similar approach with the GEL-NYC™ 2.0, looking back into its archive while giving the silhouette a contemporary update.
“A lot of my music starts with something familiar, a sound or feeling I grew up with, and then I find a way to make it feel new and true to who I am today.”
That idea of reinterpretation sits at the centre of the sneaker. The GEL-NYC™ 2.0 draws from ASICS’ design heritage but comes with updated mesh, reflective details, and a streamlined shape designed for everyday wear. Underfoot, FF BLAST™ PLUS cushioning and GEL™ technology bring ASICS’ performance technology into a silhouette that sits firmly within the SportStyle space.
But the Muzi connection gives the release another layer. For him, movement isn’t simply about getting from one place to another. Changing environments, getting outside, and moving physically can become part of the creative process, creating space for ideas to develop. That makes the campaign’s message, “Move your body, move your mind,” feel particularly relevant to Muzi’s creative process.
It also speaks to how sneaker culture continues to evolve. Archive references don’t necessarily stay in the past. They get sampled, remixed, redesigned and worn differently by the next generation.
For ASICS, it is another step in bringing its performance heritage into contemporary lifestyle culture. For Muzi, it is a familiar creative principle in another form: take something you know, reinterpret it, and make it your own.
The ASICS GEL-NYC™ 2.0 is available from 1 October 2026 at Sportscene stores and online through BASH, with the new colourways retailing for R3,399.90.
Move your body. Move your mind.
