Asics is chasing a younger generation with its new FuzeX collection of running footwear and apparel. The Kobe, Japan-based athletic label will launch the line in stores on Feb. 1, targeting customers aged 14 to 25 with new designs and technology, as well as a millennial-friendly marketing strategy.
The FuzeX line was crafted to be versatile, blending the company’s latest performance technology with a more sophisticated design.
The sneakers, which will retail for $110, are equipped with a new lightweight, proprietary midsole material, called FuzeGel, that promotes a smoother gait by absorbing shock. In addition, they feature an 8-millimeter heel drop and molded, engineered mesh upper.
The shoes come in a range of vibrant, fashionable colors intended to take athletes from the gym to the street. Below are some of the debut colorways for men and women:
Gerard Klein, senior GM of Asics’ global footwear product and merchandising, said in a statement, “We recognize that runners today are looking for versatility, comfort and design in their footwear and apparel. By bringing together cutting-edge technology and minimalist design, Asics hopes that FuzeX will make running even more accessible and enjoyable.”
To promote the new collection, Asics is holding a social media contest from Feb. 1-15, offering entrants a chance to win a pair of FuzeX shoes — or a grand prize: a trip to anywhere in the world. Customers simply need to try on a pair of FuzeX sneakers at an Asics retail location, take a selfie in the shoes and upload the pic to Instagram or Twitter with the hashtag #fuzeXplore and the completed caption: “FuzeX shoes will take me____.” Winners will be announced on Feb. 22.