lifestyle

ASICS Sportstyle Collaborates With Sony Music To Celebrate Creativity With Rapper Cecil

ASICS Indonesia, through ASICS Sportstyle, has announced a new collaboration with Sony Music Indonesia, one of the largest music producers in the country. This partnership continues the Sound Mind Sound Body initiative, blending the best elements of fashion, music, and dance to create exclusive offerings and new experiences tailored for Indonesian youth.

The collaboration features Cécil Yang, a rising female rapper in Indonesia, who recently released her second single, “Is It Love?”, on January 31, 2025. ASICS Indonesia is supporting Cécil Yang's journey in the Indonesian hip-hop scene by contributing to the production of the music video for “Is It Love?”, which is officially launched today. Additionally, this collaboration includes creative talents like contemporary dancers, aligning with the ASICS Move Your Body Move Your Mind campaign.

Sota Fukushima, President Director of ASICS Indonesia, stated, “Partnering with Sony Music Entertainment reflects ASICS's spirit of innovation and our desire to connect more closely with the creative community. Music and movement complement each other, and through this collaboration, we aim to show that creativity can thrive through an active mind and body.”

Dandy Hartanto, General Manager of Sportstyle at ASICS Indonesia, expressed, “We are proud to collaborate with the Indonesian music industry to create new experiences. Through our partnership with Sony Music Entertainment, we hope to inspire the younger generation to keep moving and express their creativity. Just like music, sportstyle has the power to unite and promote positive energy. We believe this collaboration will be a new source of inspiration that supports an active and creative lifestyle.”

ASICS introduces the GEL-KINETIC FLUENT through this music video, officially launched on January 29, 2025, in Indonesia. This shoe draws inspiration from ASICS' design archives, blending classic elements with modern materials and technology to provide top comfort for daily activities.

In the design process, the ASICS Sportstyle team revisited the popular GEL-KINETIC and GEL-FLUENT models from the 2010s. The midsole design is inspired by the tooling system used in the GEL-QUANTUM KINETIC. The Scutoid GEL technology and FF BLAST PLUS ECO cushioning materials are strategically crafted to ensure maximum comfort and a more energetic stride for various daily activities.

This collaboration aims to strengthen the connection between sportstyle and the Indonesian music scene, marking a historic moment in the creative world.

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Tag: ASICS Sportstyle