ASICS and Paris-based designer Fidan Novruzova teamed up for the next chapter in the Craft for Mind series, a project that celebrates craftsmanship, precision, and material innovation through a human lens. Together they reinterpreted the GEL-CUMULUS 16.
The Fusion of Two Design Philosophies
Born from a mutual respect for process and precision, it is a mix of Japanese design discipline and Parisian experimentalism. Novruzova is known for her tactical approach and sculptural forms, now she has hand-crafted 100 individual pairs, merging ASICS quest for perfection with her own bold style.
Each individual pair is treated as an artwork, finished with same premium leathers used across Novruzova’s signature footwear line. The design itself features a folded square tongue and an oversized leather tassel, a detail that deliberately distorts the sneaker’s original shape. The tassel is a nod to classic shoemaking traditions.
Dialogue Between Mind, Material and Motion
At the core of ASICS lies the philosophy of Anima Sana In Corpore Sano translated, a sound mind in a sound body, since its founding in 1949 by Kihachiro Onitsuka, the brand has integrated this belief in every sneaker, every innovation, and every collaboration that has been made. The Crafts for Mind programme extends that legacy and explores hoe creative craftsmanship can support mental balance and wellbeing.
A portion of the proceeds from the release will go towards the Fondation Pour la Recherche sur L’Endométriose, supporting research and care for endometriosis, a condition affecting two in ten women of reproductive age.
Release Details
First unveiled during Paris Fashion Week SS26 as part of Fidan Novruzova’s Le Début collection, the limited edition GEL-CUMULUS 16 will be available in two colourways, a cherry red and a black colourway. Both colours are the designer’s signature palette. The sneakers will drop exclusively on fidannovruzova.com from the 31st of October 2025 for €260.
About Fidan Novruzova
Founded in October 2020 by Fidan Novruzova, the Paris-based label has quickly risen as a designer shaping contemporary fashion. With Azerbaijani and Moldovan roots, Novruzova blends her modern style with historical references. In 2024 she was named an LVMH Prize semi-finalist, marking her as one of the most exciting emerging voices in global fashion. Today, her collections are stocked in multiple retailers including Voo Store, H. Lorenzo, and Macondo.
About Craft for Mind
ASICS’s Craft for Mind programme reflects the belief that mental health deserves as much care as physical wellbeing. The initiative invites artists, designers and creative thinkers from across the world to reinterpret ASICS products through their own craft disciplines which each product contributing to a larger goal.
