LSN : News : Asics SportStyle introduces Neocurve sneaker made from deadstock materials

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The Future Laboratory's Trend Briefing 2025 at the BAFTA 195 Piccadilly, UK

Global – Join us for an exclusive online event for LS:N Global members, where we’ll unpack the main insights from our recent AI Futures macrotrend report, The Synthocene Era: Merging Human and Machine Intelligence. This is your chance to delve into the future of human intelligence in 2025 and beyond.

Today, the word ‘intelligence’ is often prefixed with ‘artificial’. But as we harness new technologies – ranging from AI and quantum computing to biotechnology and genetic engineering – what lies ahead for human intelligence? How might these developments reshape the ways we think, behave, work and live?

According to our latest Future:Poll market research study, most consumers view AI’s progress in a positive light. While 90% agree that technology is advancing rapidly, 60% consider this speed of change to be a good thing.

In this new synthetic era, this report introduces the concept of the Expanded Human, exploring not only how we’ll be shaped by emerging technologies, but also how we’ll interact with and benefit from them as they become more integrated into our lives.

Join us on 26 November from 2:30pm to 3:30pm GMT for an overview of The Synthocene Era research. The event will feature a live Q&A with our experts and opportunities to connect with fellow attendees. Reserve your spot today.

Asics SportStyle introduces Neocurve sneaker made from deadstock materials

Japan – Asics SportStyle has launched the Neocurve sneaker, a forward-thinking footwear design made from recycled, reclaimed and deadstock materials. Produced in Europe, the sneaker incorporates ground up shoes, defective stock and unsold footwear, marking a bold step towards circular design and sustainability.

‘The Neocurve project began with a simple question: can we create something new from what we would otherwise throw away?’ said Hidetoshi Muraoka, head of circular economy projects at Asics. ‘This sneaker proves that materials destined for landfill can have a second life.’

Designed in collaboration with Studio Hagel, the Neocurve features a striking wave design and metallic finishes inspired by early 2000s techwear. Its circular construction process was made possible through a partnership with Fast Feet Grinded, a recycling company based in The Netherlands.

Asics is continuing its commitment to sustainability with localised production in Europe, aiming to reduce CO2 emissions and create a more eco-conscious future for sport and fashion.

In our Post-hype Sneaker report we discuss how brands are tackling innovation and sustainability in the next evolution of the sneaker market.

Asics SportStyle Neocurve, Japan

Strategic opportunity

Consider collaborating with recycling or upcycling companies to transform waste materials into new products – exploring ways to turn industry waste, defective products or unsold stock into innovative, desirable offerings

Elf Beauty launches Dupe That! campaign for positive impact

Dupe That! by Elf Beauty, US

US – Elf Beauty is amplifying its purpose-driven mission with a bold new campaign, Dupe That! The initiative, launched alongside the beauty specialist’s FY 2024 Impact Report in October 2024, invites other brands to foster positive impacts on people, products and the planet.

The campaign, led by chief marketing officer Kory Marchisotto, features unicorn-themed visuals and highlights Elf’s values, including affordable beauty and an inclusive, diverse workforce. Marchisotto stated in a press release: ‘Our Elf ethos powers purpose, our purpose powers people… to help make the world an increasingly brighter place for every eye, lip and face.’

Displayed on New York’s World Trade Center LED wall and social media, Dupe That! urges companies to collaborate for change, reflecting Elf’s vision of democratising access to beauty and wellbeing.

In our Brand Innovation Debrief: Elf Beauty report, we analysed the secret recipe of the brand’s success in appealing to Gen Z.

Strategic opportunity

Embrace authentic storytelling to highlight brand values and social missions, making purpose a central part of marketing

Stat: Generative AI set to transform travel sector amid hurdles

Sentosa Sensoryscape, Singapore

Asia-Pacific – A new study by travel tech firm Amadeus reveals that nearly half (46%) of global travel companies see generative AI as a top priority for 2025, with the Asia-Pacific region leading the charge – 61% of companies there consider it a major focus. The report, Navigating the Future: How Generative Artificial Intelligence is Transforming the Travel Industry, surveyed more than 300 industry experts across 10 markets, including the US, the UK, China and India.

The study highlights generative AI’s growing presence, with 51% of travel leaders stating it already plays a significant role in their region’s travel sector, and 36% anticipate it will have a major impact within a year. Yet adoption of the technology faces several challenges: 35% cited data security concerns, 34% noted skill shortages and 30% worried about return on investment.

With 41% of companies reporting sufficient budgets for AI and 87% open to third-party collaborations, the sector is keen on AI innovation, but cautious about overcoming key operational hurdles – a topic we explore further in The Synthocene Era: Merging Human and Machine Intelligence.

Strategic opportunity

Businesses should prioritise investing in generative AI skills and data security to stay competitive while addressing evolving customer expectations effectively