Studio Hagel’s ASICS Neotide Is Made From Deadstock Sneakers

Studio Hagel is a name to watch in the increasingly important genre of sustainable footwear. Last year saw the Amsterdam-based experimental footwear design studio link with ASICS on a limited-edition model called the NEOCURVE, the final result of a rather laboring process that transforms unsold deadstock into something new. Now ASICS and Hagel have done it again with the Neotide, a new silhouette set to launch exclusively in Europe this week.

The sneaker arrives alongside a campaign titled “Some Shapes Just Grow on You,” which you can watch below. A rather chunky midsole reminiscent of adidas FYW sneakers sits underfoot, paired with a mesh and textile upper made partly from recycled sneakers. Even more interesting than the model itself, perhaps, is the process undertaken to get here.

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The Neotide contains 39.4% recycled materials by total product weight, with 17.5% of that coming from recycled ASICS footwear. Four key stages make up the design process:

Collection: Old, defective, or unsold ASICS inventory is gathered from across the EU.
Disassembly: Netherlands-based recycling pioneer Fast Feet Grinded separates parts for reuse.
Production: Recycled materials are incorporated into the sole, shoelaces, and other parts.
Design: Crafted in Amsterdam by Hagel.

Whether that process can be scaled cost-effectively is a different conversation entirely, but it’s certainly promising that projects like this exist to begin with. The ASICS Neotide drops March 6th exclusively in Europe, available via ASICS.com and select retailers. Retail is set at €190 Euros (about $220 USD).

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