ASICS SportStyle continues its growing programme of creative collaborations with the GEL-CUMULUS 16 by Griff, a project that brings the Japanese sportswear giant’s performance heritage and the visual world of British singer-songwriter Griff. Launching on 12 June 2026, the collaboration comes as a reflection of shared values rather than a traditional celebrity partnership, exploring the relationship between movement, creativity and emotional wellbeing through one of ASICS’ most recognisable lifestyle silhouettes.
At the heart of the project sits ASICS’ long-standing philosophy, Anima Sana in Corpore Sano, “A Sound Mind in a Sound Body”, the Latin phrase from which the brand takes its name. While originally rooted in sport and physical activity, the collaboration broadens that idea into bigger territory, examining how movement can influence creativity, self-expression and everyday life. For Griff, whose music frequently explores vulnerability, identity and human connection, the partnership feels like a natural extension of themes already present throughout her work.
A Personal Interpretation of the GEL-CUMULUS 16
Griff uses the GEL-CUMULUS 16 as a vehicle for personal storytelling. Presented in an understated black colourway, the sneaker introduces a distinctive ribbon lacing system inspired by ballet footwear, bringing an unexpected sense of softness and elegance to the technical silhouette.
The ballet influence extends beyond visual styling. Themes of discipline, movement and performance underpin the design, drawing parallels between the physical demands of athletic performance and the emotional intensity of creating and performing music. The result is a sneaker that balances delicacy and strength, reflecting the dualities that have become central to Griff’s creative identity.
Additional details draw directly from her own wardrobe habits. Referencing her tendency to pair socks with loafers, the design introduces a layered approach that creates the impression of styling built directly into the shoe itself. The effect feels subtle yet highly personal, allowing the collaboration to communicate Griff’s aesthetic without relying on obvious branding or overt visual signatures.
Performance Foundations Remain Intact
While the visual execution introduces a fresh perspective, the collaboration remains grounded in the performance innovations that originally defined the GEL-CUMULUS line. Beneath the customised upper sits the familiar GEL-CUMULUS 16 platform, retaining the cushioning and comfort technologies that helped establish the model as a favourite amongst runners before its transition into the lifestyle category.
This balance between functionality and fashion has become increasingly important within ASICS SportStyle’s recent output. Rather than treating performance technology as something separate from design, collaborations such as this continue to demonstrate how technical innovation can serve as the foundation for more expressive and personal forms of footwear design.
Eighteen Months in the Making
The depth of the collaboration is perhaps best reflected in its unusually long development process. Beginning in December 2024, the project evolved over an 18-month period, allowing ASICS and Griff to build something that feels genuinely collaborative rather than simply endorsed.
That extended timeline is reflected in the final product. Every design choice appears considered, contributing to a broader narrative centred around community, feminine energy and the everyday movements that shape life in the city.
Bringing the Story to Hackney
To accompany the launch, ASICS will host a dedicated pop-up experience in Hackney, East London, running from 12–14 June 2026. Located at 1–3 Yorkton Street and designed by creative and architect Kat Milne, the space will offer visitors an opportunity to explore the collaboration in greater depth through immersive installations and retail experiences designed to reflect the project’s themes and creative journey.
