What happens when sneaker heritage meets a fresh creative perspective? ASICS SportStyle is answering that question with the GEL-NYC™ 2.0, a new release that brings archival design influences into a modern silhouette — with South African music producer Muzi at the centre of its latest campaign.

Launched in partnership with Sportscene on 1 October 2026, the campaign connects sneaker culture, music and movement through a shared idea: looking to the past can be the starting point for something new.

For ASICS SportStyle, the GEL-NYC™ 2.0 is more than a nod to heritage. It reinterprets design influences from the brand’s archive for the way people move and dress today.

Muzi’s creative approach makes him a natural fit for the campaign. Known for drawing inspiration from the past and reshaping it through a contemporary lens, the South African musician brings a similar spirit of reinvention to his work.

Move Your Body, Move Your Mind

At the heart of the campaign is the message “Move your body, move your mind.”

A 60-second campaign film featuring Muzi explores movement as a source of creative energy. It looks at how changing surroundings, shifting perspectives and experiencing new spaces can help unlock ideas and inspire fresh thinking.

The concept reflects the connection between physical movement and creative expression, bringing together the worlds of sneaker design and music.

ASICS marketing manager Amanda Standley says the partnership was inspired by the way Muzi moves through different spaces in the city to find inspiration for his music.

“We were very excited to partner with Muzi on this exciting project, inspired by the authentic way he moves between spaces in the city to gain inspiration for his music, and the generational perspectives that continue to shape his creative journey,” says Standley.

The campaign places Muzi’s creative journey alongside the GEL-NYC™ 2.0’s design story, showing how familiar influences can take on new meaning through movement and reinvention.

Muzi on Heritage, Creativity and Movement

For Muzi, the campaign’s message connects directly with how he approaches music.

His creative process often starts with something familiar, whether a sound or a feeling from his upbringing, before he reshapes it into something that reflects who he is today.

“A lot of my music starts with something familiar, a sound or feeling I grew up with, and then I find a way to make it feel new and true to who I am today,” says Muzi.

He sees a similar approach in the GEL-NYC™ 2.0, where established design influences meet a contemporary finish.

Movement also plays an important role in his process. Changing location or simply getting up and moving can help him find his next idea.

“Moving and spending time in new spaces gives me moments of calm, reflection and inspiration. That’s what ‘Move your body, move your mind’ means to me,” he says.

It is a message that connects the campaign’s central themes: heritage, creativity and the value of seeing familiar things from a different perspective.

Inside the ASICS GEL-NYC™ 2.0

The GEL-NYC™ 2.0 translates the campaign’s focus on reinvention into its design, combining updated details with ASICS performance technology.

The silhouette features updated mesh and reflective accents, giving the sneaker a fresh finish. Its lightweight, streamlined fit is designed for everyday wear.

Underfoot, the shoe combines two ASICS technologies:

• FF BLAST™ PLUS cushioning: Designed to provide responsive comfort.

• GEL™ technology: Helps enhance shock absorption.

Together, these features bring performance-focused technology into a sneaker designed for contemporary style.

The result is a silhouette that draws from the past while embracing a modern approach to everyday footwear.

Where to Buy the GEL-NYC™ 2.0 in South Africa

The ASICS GEL-NYC™ 2.0 collection launched in South Africa on 1 October 2026, with new colours available through Sportscene.