ASICS brought together culture and style at Hypebeast’s 41 Division in celebration of New York’s biggest weeks in tennis. To introduce the brand’s 17-piece collection, the space transformed into ASICS and ACES, a haven for tennis lovers.
Decorated with silhouettes from the ASICS Tennis New York Collection, the theme of the night was “Sound Mind, Sound Body,” referencing the company's lifelong belief that movement is a means to build health and happiness through the mind and body.
The event included custom cocktails like “The ASICS Ace,” alongside tennis court and racket shaped sugar cookies. Guests also enjoyed a live caricature drawing station, as artists brought attendees’ cartoon visages to life. With sounds by DJ Kazi, the floor became an immersive fan experience.
As a surprise, ASICS brought out some of the sport’s biggest players to celebrate the culture of tennis. Olympic-gold medalist Novak Djokovic stopped by for a Q & A, sharing his journey post-Olympics and his take on the perfect tennis shoe – choosing his very own Court FF 3 Novak silhouette.
“It’s very important that you are comfortable in your shoes. It’s a shoe that really gives you that speed, helps you change directions and that ability that you are looking for,” Djokovic said. ASICS’s unique GEL™ technology is praised for delivering a cushioning system that softens impact and accommodates twists and turns, while providing softness, stability, and durability. “It’s the perfect kind of tennis shoe and it’s the best I’ve ever had,” Djokovic added.
In addition to the kicks, the ASICS’ MATCH ACTIBREEZE™ Tops were also a highlight for the night. College tennis player Kemal Karagozoglu attended the event wearing the ASICS Men’s MATCH ACTIBREEZE SHORT SLEEVE TOP in Mako Blue from the collection. The range, which consists of polo-shirts, sleeveless tanks, and short-sleeves, allow athletes to perform at their best with its moisture wicking mesh for a dry and comfortable feel. The lineup can be worn paired with the Women’s MATCH SKORT or the Men’s MATCH 7IN SHORT for a sweat-proof ensemble on or off the court.
Newly signed ASICS athlete Taylor Fritz also attended, alongside Caroline Dolehide, Eva Lys, Jasmine Paolini, Borna Coric, Ons Jabeur, Corentin Moutet, and Harriet Dart. Fans were able to share special moments and photos with their favorite athletes, and some even left with signed tennis balls.
Visit ASICS.com to shop the New York Collection and follow @asicstennis to learn about the athletes’ embodiment of “Sound Mind, Sound Body.”
