ASICS Gel Lyte III 'Day Lyte" part three - for Hanon

MORPRIME Industries™ teamed up with our family over at @hanonshop to celebrate the launch of @asics_sportstyle GEL LYTE III ‘A History of Colour’. This iteration pays tribute to ASICS love for vibrancy running in tandem with technical brilliance. So, what made the GLIII so revolutionary? Find out below, in one of our three-part instalments...

The history of GEL may not be as well-known as that of Air, but this doesn’t mean it’s any less glamorous. From a cultural and revolutionary perspective, it was leaps and bounds ahead of anything previously released by the brand – 2017 saw the Quantum 360 model boom in popularity due to comfort alone. Industry’s ever-evolving ‘bulky-runner’ trend has worked wonders for Tiger Stripes, with the likes of Kiko Kostadinov and Wood Wood dressing up and raising awareness surrounding relatively unknown, or silhouettes ripped straight from blueprints. There’s a lot to come from ASICS this year, possible revivals or follow-up renditions to previously popular product.

ALAS! Japan’s exquisite sample of tri-density, split-tongue mastery hits the Aberdeen @hanonshop location - achieving everything ASICS set out to do with their ‘History of Colour’, pay tribute to YEARS rewriting what it meant to be a sportswear brand.

When HANON asked us to invent a way to portray the DAYLYTE launch, we took things back to a previously untapped 8-bit world allowing opportunity to appreciate AND substance in equal part.