ASICS Tiger Celebrated 30 Years of GEL with a Race

Paid Partner Content – this content was paid for by ASICS and was created in collaboration with VICE creative services, independently from the VICE editorial staff.

To celebrate ASICS Tiger‘s 30th anniversary of their GEL technology, the Japanese sneaker brand hosted a car- and shoe inspired event in Amsterdam on November 24. Sneakerheads from all over Europe were invited to see the new shoe collection IRL.

In celebration of the sneaker brand’s Japanese heritage, people were taken there in Japanese vintage cars. Also, as a DIY workshop, guests transformed remote controlled cars into remote controlled retro sneakers, which ended up in a Fast and the Furious themed race.

If you’re a struggling mathematician, it was in 1986 that ASICS developed the GEL technology. To this day, it’s the foundation of the brand’s sneakers – not just running shoes, but the sneakers you see on a daily basis in the streets, too. GEL is a technology that has remained relevant for over three decades and will probably, hopefully, continue to stay relevant for many years to come.

Scroll down for photos from the event below.