ASICS SportStyle, in collaboration with the design studio Studio Hagel, introduces the NEOCURVE – a revolutionary sneaker crafted from unused, repurposed materials, advancing the brand’s circular economy goals. Officially launched on October 31, 2024, the NEOCURVE embodies ASICS’ commitment to sustainability by transforming what was once waste into valuable resources.
Produced in Europe, the NEOCURVE is made from shredded shoe stock and defective products. These materials are provided by FastFeetGrinded, a leader in shoe recycling technology. FastFeetGrinded uses cutting-edge processes to break down and separate materials from discarded shoes, reintroducing them into the supply chain. This partnership makes the NEOCURVE a testament to circular design, reducing waste by turning surplus items into high-quality, functional footwear.
The project’s European-centered manufacturing reduces carbon emissions, with each phase—from collection and grinding to design and production—taking place locally. This minimizes the sneaker’s carbon footprint, supporting ASICS’ sustainability vision to achieve net-zero emissions by 2050. Hidetoshi Muraoka, Head of Circular Economy Projects at ASICS, explains that the NEOCURVE was born from a simple but profound question: “Can we create something new from what we would otherwise discard?” The shoe embodies the brand’s dedication to finding innovative ways to give unsellable items a new purpose, revealing ASICS’ proactive approach to environmental responsibility.
The NEOCURVE is available exclusively in Europe through the ASICS website and select retailers, retailing at €250. This release not only highlights ASICS’ ecological ambitions but also sets a new standard for sustainable sneaker design.
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