A new ASICS silhouette is on the horizon: the NEOTIDE™, designed by HAGEL (you know, the studio behind those insane sneaker designs and the Napkin Samba’s). The sneaker was teased in a green campaign titled “Some Shapes Just Grow on You”, starring Mathieu Hagelaars, the creative mind behind HAGEL.
Some Shapes Just Grow on You
The release story unfolds on what appears to be an ordinary street, where the home of a creative gardener immediately stands out. She trims sculptural hedges (a modern-day Edward Scissorhands) with the NEOTIDE™ on her feet.
Across the street lives a more traditional neighbor (played in this story by Mathieu), who initially watches the scene with mild suspicion. Gradually, however, the energy, color, and creativity start to grow on him. In the end, the neighbor buys his first plant, and a pair of NEOTIDE™ sneakers.
A playful nod to the campaign’s title.
HAGEL
For the design, ASICS SportStyle teamed up with HAGEL (@hagel). The Amsterdam-based design studio is known for its #MAKERMONDAY creations, where creativity and experimentation take center stage. The duo previously collaborated on the NEOCURVE (2024).
The NEOTIDE™ translates classic running DNA into a futuristic silhouette with soft detailing.
“Like a landscape reshaped by a thick layer of snow, the NEOTIDE™ sneaker wraps a familiar icon in a soft cocoon, reducing complexity to a fluid, recognizable form,” explains Mathieu Hagelaars.
“The curves are simplified as if shaped by nature, while the materials emerge from the beautifully imperfect production methods of grinding down and reusing deadstock ASICS shoes,” he adds.
Just like the NEOCURVE™, circularity plays a central role in the release of the ASICS NEOTIDE™. In collaboration with Fast Feet Grinded, old and unsold ASICS sneakers from across the EU are recycled and incorporated into elements such as the sole and the laces.
Are you interested in the sustainability behind the design? Then take a look at this article from our partner Reflawn: ASICS X HAGEL: Designing a Sneaker With an Exit Strategy >>
Release
The ASICS NEOTIDE™ drops on March 6, 2026, in Europe via ASICS and selected retailers. A futuristic silhouette with a circular story, one that, just like in the campaign, might just grow on you.
