For decades, ASICS was the go-to for orthotic-loving joggers and mileage-obsessed marathoners; the kind of shoe your uncle swore by for his 6 a.m. runs. Functional? Always. Fashionable? Not so much. But somewhere between sneaker culture’s retro revival and Gen Z’s love for left-of-centre cool, ASICS went from niche to need-it-now. 

Founded by Kihachiro Onitsuka in post-war Japan, the brand has long obsessed over biomechanical precision. But lately, that nerdy DNA has been repackaged as fashion gold. The GEL series has gone from pharmacy aisle to grail status. Kiko Kostadinov’s collabs are blowing up. Stylists and celebs are swapping chunky hype for sleek runners. And yes, the shoes your chiropractor wears are now turning up on fashion week moodboards, Reddit forums, and resale apps. 

So, how did ASICS sneak its way into the style spotlight without selling out its soul? 

We asked Rajat Khurana, MD of ASICS India and South Asia, to break down the brand’s unlikely lifestyle leap — and why retro runners are more than just a fleeting flex. 

The early-2000s revival is everywhere. Why is ASICS doubling down on archival drops right now? 

Because that’s where the culture’s headed. There’s a global hunger for throwback silhouettes, especially from younger consumers who see retro as more than nostalgia. It’s aesthetic currency. For us, digging into the archive isn’t about going backwards. It’s about bringing the past into the now, with the kind of updates that make it matter again. 

The lifestyle sneaker scene in India is on fire. What's fuelling the frenzy? 

It’s all about youth culture. Gen Z and younger millennials aren’t just buying sneakers, they’re buying identity. They’re mixing gym gear with streetwear, looking for kicks that can hit the gym and the terrace party without skipping a beat. And they care more about stories than just logos. That mindset shift is what’s driving SportStyle’s growth in India.  

Indian sneakerheads seem stuck between old-school vibes and cutting-edge tech. How do you balance both? 

You have to. They expect both now. The nostalgia is the hook, but performance is what keeps them coming back. The sneaker has to look good on the ’gram and hold up on a 10,000-step day. Our job is to find that sweet spot, emotional pull with a future-ready build. 

With social media hype and resale madness taking over, how is ASICS navigating that noise? 

It’s no longer just about function — it’s about perception. Sneakers today are cultural currency. Instagram turned them into personal billboards. Resale culture made them collectable. But we’re not chasing hype for the sake of it. Our storytelling is still rooted in performance. That’s our edge, and our long game.  

Chunky sneakers had their time. Now the mood’s shifting to cleaner, refined runners. Thoughts? 

Absolutely. There’s a move toward silhouettes that are sleek, not shouty. People want sneakers that speak without screaming. That’s where we fit perfectly — technical, wearable, and still stylish.  

And how do you evolve your design language without losing that DNA? 

By staying grounded in what matters. Performance is still our backbone. But style is no longer optional; it’s essential. Today’s consumer wants sneakers that do it all. That’s why drops like the GEL-DS TRAINER 14, GEL-KAYANO 20, and GEL K1011 aren’t just high-spec runners with a fresh paint job. They’re built for the street and the sprint.  

Let’s talk GEL-DS TRAINER 14. What’s making this one pop? 

It’s heritage done right. Inspired by the 2009 version, but reengineered for today’s rhythm. It’s light, versatile, and packed with attitude. Basically, it ticks every box for the new-age sneakerhead who wants performance with personality. 

And finally, what’s your playbook for India’s fashion-forward crowd? 

We listen hard. Indian consumers know design. They want innovation, comfort, and versatility — something that works across commutes, workouts, and social settings. Our approach is simple: give them sneakers that feel local in use but global in appeal.