ASICS and HAY Fall Into Step With a Limited Edition Collaboration

Founded in 2002 by creative duo and married couple Rolf and Mette Hay, the aptly named home + lifestyle brand HAY has never shied away from reaching across the aisle in the spirit of collaboration. In fact, it might be considered part of the Danish brand’s ethos, manifesting in brand partnerships with the likes of Sonos, Herman Miller, IKEA, Liberty, and SUICOKE. In all instances HAY’s signature proclivity for spirited color combinations has permeated throughout its history, a signature palette visible across the brand’s latest collaboration with Japanese sportswear brand ASICS, unveiled during this year’s 3daysofdesign festival in Copenhagen.

Five pairs of ASICS x HAY sneakers, each in different colors—light blue, pink, green, white, and brown—are placed side by side on a tiled floor.

An exclusive of the HAY House global flagship store during 3daysofdesign (June 12 – 14, 2024), the ASICS x HAY sneakers are launching in three colorways: pink, blue, and green. Each colorway was selected by HAY co-founder Mette Hay, an avid runner who was already a fan of the Japanese footwear brand before their partnership.

A pair of pink ASICS x HAY sneakers with black accents and untied laces sits on a tiled floor next to a green wall.

A wooden chair with three pairs of ASICS x HAY sneakers positioned under it, resembling legs. The pairs include green, pink, and blue sneakers with a white logo, placed on a tiled floor against a white tiled wall.

The block color design and accent detailing applied across the re-envisioned ASICS Skyhand OG, dating back to 1994, borrows directly from HAY’s Outline Pyjamas. Thankfully, both brands allowed the color to do most of the heavy lifting, with the sneakers’ co-branding relegated to subtle ASICS and HAY logos situated on the heel and tongue.

A pair of green and white ASICS x HAY sneakers with untied laces, resting on a beige fabric surface.

Accompanied by new Outline Pyjama color options, a second drop of limited-edition ASICS x HAY trainers will be made available in lilac and brown later this autumn.

A foot wearing a blue and brown ASICS x HAY sneaker and a light blue sock stands on a watermelon.

Three people standing on stairs, wearing colorful sneakers and socks. One person sports green sneakers and socks, another flaunts pink ASICS x HAY sneakers with blue socks, and the third pairs beige sneakers with blue socks.

A blue tote bag with brown leather straps, featuring a repeating red text pattern, hangs on a circular hook against a red slatted wall, perfectly complementing the style of ASICS x HAY collaboration.

Alongside sneakers, the ASICS x HAY collaboration is represented by a Logo Weekend Bag and Everyday Socks.

The sneakers embrace its 1990s suede and leather upper styling, but inside features FlyteFoam in the forefoot and EVA foam in the heel. This additional cushioning delivers a more supple ride to appease a new generation acclimated to Hokas and their ilk.

Close-up of a light pink ASICS x HAY sneaker with a gum sole, featuring dark blue stripes and the word

The ASICS x HAY collaboration sneakers will be available at selected HAY stores, asics.com, and retailers in Europe from June 28th starting at €120, and in APAC from August 1st.

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Gregory Han is a Senior Editor at Design Milk. A Los Angeles native with a profound love and curiosity for design, hiking, tide pools, and road trips, a selection of his adventures and musings can be found at gregoryhan.com.