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.