There truly is no collaborative relationship between brand and designer like what Kiko Kostadinov and ASICS have managed to build since 2017. Through the complete creative freedom offered by the footwear brand to the Bulgarian designer, the Kiko x ASICS partnership has yielded an unforgettable catalog of designs, but more importantly they’ve redefined the shoe collaboration by taking a higher risk, higher reward approach.
For 2024, Kiko Kostadinov and ASICS usher in Heaven by Marc Jacobs, the sub-label founded in 2020 in response to the growing demands of the Y2K aesthetic in fashion. Revealed through Instagram, a first look at an upcoming footwear release shows what appears to be a Mary Jane-like silhouette with leather straps aplenty, sitting above the midsole that debuted in 2020 with the GEL-Kiril based on the cushion inclusions at the heel and forefoot. Upon first glance, there’s the apparent blend of that lovable tackiness of youth fashion and Kiko’s expertise in tech-wear. A release in the new year seems likely, with new looks and details likely to follow very soon.
In other ASICS news, check out the newly revealed GEL-Kayano 14 “Clay”.
