ASICS SportStyle has teamed up with South African music producer Muzi for the new GEL-NYC 2.0 campaign. This campaign connects archival design, contemporary creativity, and movement.
ASICS SportStyle turned to its archives to create the next chapter of the GEL NYC™ 2.0 model, reworking past design influences into a modern silhouette designed with contemporary lifestyle and fashion in mind. This approach finds a natural parallel in the work of South African musician Muzi, who is known for drawing inspiration from the past and reinterpreting it through his own modern lens, forming a unique sound that carries musical heritage into the present.
ASICS Marketing Manager Amanda Stanley noted: 'We were thrilled about the partnership with Muzi on this exciting project, inspired by the authentic way he moves through urban spaces to find inspiration for his music, as well as the generations of perspectives that continue to shape his creative journey.'
The central idea of the ASICS SportStyle campaign is the slogan 'Move your body, move your mind.' The story presented in the 60-second commercial featuring Muzi explores movement as a source of creative energy and its ability to change perspective, reveal ideas, and stimulate something new.
For Muzi himself, the connection between heritage, reinterpretation, and movement closely reflects his own creative process. He shares that much of his music starts with something familiar—a sound or feeling from his childhood—after which he finds a way to make it new and relevant to his current self. He noted that this became the point of convergence with GEL NYC™ 2.0. Movement is also part of this process for him; sometimes changing location or simply starting to move helps unlock the next idea. Spending time in new places brings him moments of calm, reflection, and inspiration, which is what the phrase 'Move your body, move your mind' means.
GEL NYC™ 2.0 Design Concept
The GEL NYC™ 2.0 model embodies this same concept in its design. The updated mesh fabric and reflective accents give the silhouette a fresh look, while the light, streamlined cut is designed for everyday wear. FF BLAST™ PLUS cushioning provides responsive comfort, while GEL™ technology enhances shock absorption, combining ASICS sports technology with a silhouette intended for modern style.
The ASICS GEL NYC™ 2.0 collection can be purchased at Sportscene, in stores, and online via BASH starting from October 2026, from R3 399.90.