{"id":369467,"date":"2026-03-12T13:40:10","date_gmt":"2026-03-12T12:40:10","guid":{"rendered":"https:\/\/germany.10magazine.com\/?p=369467"},"modified":"2026-03-19T17:04:18","modified_gmt":"2026-03-19T16:04:18","slug":"treading-carefully-asics-x-studio-hagels-circular-neotide","status":"publish","type":"post","link":"https:\/\/germany.10magazine.com\/de\/treading-carefully-asics-x-studio-hagels-circular-neotide\/","title":{"rendered":"Treading carefully: ASICS x Studio Hagel&#8217;s  Circular NEOTIDE"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><div class=\"vc_row wpb_row vc_row-fluid\" ><div class=\"wpb_column vc_column_container vc_col-sm-12\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<p><span style=\"font-weight: 400;\">In a footwear industry built on endless reinvention, circularity often remains an abstract promise. With the new NEOTIDE sneaker \u2014 launching March 6 as <\/span><a href=\"https:\/\/www.instagram.com\/asics_sportstyle\/\"><span style=\"font-weight: 400;\">ASICS SportStyle<\/span><\/a><span style=\"font-weight: 400;\">\u2019s second circular model \u2014 the brand turns to its own archive of waste as material, reframing what innovation can look like.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The cycle begins with the collection of old, defective and unsold ASICS products from across the EU. These are disassembled and processed by Dutch recycling specialist <\/span><a href=\"https:\/\/www.fastfeetgrinded.eu\/\"><span style=\"font-weight: 400;\">Fast Feet Grinded<\/span><\/a><span style=\"font-weight: 400;\">, ground down and reconstituted into new compounds. The reworked materials resurface in multiple components \u2014 including soles and laces \u2014 before key stages of production take place in Portugal. The final form is then shaped in Amsterdam in collaboration with the experimental footwear design collective <\/span><a href=\"https:\/\/www.instagram.com\/hagel\/\"><span style=\"font-weight: 400;\">Studio Hagel<\/span><\/a><span style=\"font-weight: 400;\">. Circularity there is not treated as ornament, but as structure: embedded organically rather than displayed.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For founder Mathieu Hagelaars, the challenge was not simply to incorporate recycled content, but to let processes reshape form. <\/span><span style=\"font-weight: 400;\">Rooted in ASICS\u2019 belief that physical wellbeing and environmental responsibility go hand in hand, the NEOTIDE takes inspiration from landscapes transformed by snowfall. The result is a smoother, more voluminous reinterpretation of the iconic GEL-NYC, with a softening of its familiar lines. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Innovation, in this context, becomes a question of how far a familiar form can be pushed without losing itself. We spoke to Hagelaars about designing within circular constraints, material suggestion, and whether sustainable design needs to look different at all.<\/span><\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><div class=\"vc_row wpb_row vc_row-fluid\" ><div class=\"wpb_column vc_column_container vc_col-sm-12\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"vc_empty_space\"   style=\"height: 32px\"><span class=\"vc_empty_space_inner\"><\/span><\/div><div class=\"eltdf-image-gallery  eltdf-ig-grid-type eltdf-tiny-space\">\n\t<div class=\"eltdf-ig-inner eltdf-outer-space eltdf-ig-grid eltdf-ig-two-columns\">\n\t\t\t\t\t<div class=\"eltdf-ig-image eltdf-item-space\">\n\t\t\t\t<div class=\"eltdf-ig-image-inner\">\n\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1001\" height=\"1500\" src=\"https:\/\/germany.10magazine.com\/wp-content\/uploads\/2026\/03\/asics-neotide_7-large-1.jpg\" class=\"attachment-full size-full\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<div class=\"eltdf-ig-image eltdf-item-space\">\n\t\t\t\t<div class=\"eltdf-ig-image-inner\">\n\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1001\" height=\"1500\" src=\"https:\/\/germany.10magazine.com\/wp-content\/uploads\/2026\/03\/asics-neotide_1-large.jpg\" class=\"attachment-full size-full\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><div class=\"vc_row wpb_row vc_row-fluid\" ><div class=\"wpb_column vc_column_container vc_col-sm-12\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<p><b>Your work often begins as an experiment. Did the recycled material ever suggest design solutions you hadn\u2019t initially considered?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Absolutely. We always start with a strong concept and story. After that, we begin sketching without taking any limitations into account. During the development process, we encountered multiple failures and tests that didn\u2019t work out the way we wanted. That\u2019s the moment you need to be flexible and change plans while still keeping the initial concept alive. We see this as a puzzle that we need to solve. It\u2019s not the easiest, but we always solve it.<\/span><\/p>\n<p><b>Which components of the NEOTIDE are made from recycled ASICS material?<\/b><b><\/b><\/p>\n<p><span style=\"font-weight: 400;\">Almost all of them. The midsole and outsole contain a percentage of ground ASICS shoes, and even the laces are woven from yarn made from old pairs. We also focused a lot on making materials that you don\u2019t immediately recognize as recycled. As a result, we\u2019ve significantly increased the percentage of recycled material to 39.4% of the total weight of the shoe.<\/span><\/p>\n<p><b>Did collaborating with a global brand like ASICS change the way you approach experimentation?<\/b><b><\/b><\/p>\n<p><span style=\"font-weight: 400;\">Not really. ASICS approached us precisely because of our experimental mindset and aesthetic language. Of course, there are boundaries \u2014 you have to understand the framework \u2014 but our way of thinking and working remains the same. The collaboration was about pushing within those parameters.<\/span><\/p>\n<p><b>You\u2019ve spoken about snowfall as inspiration. How did that influence the shoe\u2019s shape?<\/b><b><\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0We stayed very close to our initial concept. Snowfall simplifies the landscape, but it also exaggerates silhouettes and shapes. This is exactly what we did with the GEL-NYC. We took its main characteristics, simplified them, and made the silhouette bulkier, as if it were covered by a layer of snow.<\/span><\/p>\n<p><b>\u00a0Movement plays a central role in ASICS\u2019 philosophy. When you picture someone wearing the NEOTIDE, who are they \u2014 and where are they going?<\/b><b><\/b><\/p>\n<p><span style=\"font-weight: 400;\">They\u2019re taking a step into the future.<\/span><\/p>\n<p><b>In your opinion, should a sustainably designed product look visibly different?<\/b><b><\/b><\/p>\n<p><span style=\"font-weight: 400;\">No. The focus should always be on creating something desirable. Think of visiting a museum: you stop in front of a piece because it catches your eye. Only afterwards do you read the story behind it \u2014 and that story deepens your connection and makes you fall in love even more with the artwork. Sustainability should work the same way. It should be felt before it is read.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Text GIULIO POLVERIGIANI<\/span><\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"In a footwear industry built on endless reinvention, circularity often remains an abstract promise. With the new NEOTIDE sneaker \u2014 launching March 6 as ASICS SportStyle\u2019s second circular model \u2014 the brand turns to its own archive of waste as [...]","protected":false},"author":1436,"featured_media":447746,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wpscp_schedule_draft_date":"","_wpscp_schedule_republish_date":"","_wpscppro_advance_schedule":false,"_wpscppro_advance_schedule_date":"","_wpscppro_dont_share_socialmedia":false,"_wpscppro_custom_social_share_image":0,"_facebook_share_type":"","_twitter_share_type":"","_linkedin_share_type":"","_pinterest_share_type":"","_linkedin_share_type_page":"","_instagram_share_type":"","_medium_share_type":"","_threads_share_type":"","_google_business_share_type":"","_selected_social_profile":[],"_wpsp_enable_custom_social_template":false,"_wpsp_social_scheduling":{"enabled":false,"datetime":null,"platforms":[],"status":"template_only","dateOption":"today","timeOption":"now","customDays":"","customHours":"","customDate":"","customTime":"","schedulingType":"absolute"},"_wpsp_active_default_template":true},"categories":[876,80],"tags":[],"season":[1126],"class_list":["post-369467","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fashion","category-innovations","season-ready-to-wear-ss26"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.7 (Yoast SEO v27.0) - 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