ASICS SportStyle teams up with South African music producer, Muzi, for the new GEL-NYC 2.0 campaign connecting archival design, modern creativity and movement.

ASICS SportStyle looks to its archive for the next chapter of the GEL NYC™ 2.0, reworking design influences from the past into a modern silhouette created for the way people move and dress today.

It is an approach that finds a natural parallel in South African musician Muzi. Known for drawing inspiration from the past and reinterpreting them through his own contemporary lens, Muzi has built a distinctive sound that brings musical heritage into the present.

That shared instinct to look back in order to create something new sits at the heart of the latest ASICS SportStyle campaign. Launching in partnership with Sportscene on 1 October 2026, the campaign brings the worlds of sneaker heritage and South African music together through the GEL NYC™ 2.0.

“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 ASICS marketing manager Amanda Standley.

At the centre of the ASICS SportStyle campaign is the idea, “Move your body, move your mind.” Led by a 60-second campaign film featuring Muzi, the story explores movement as a source of creative energy and the role it can play in shifting perspective, unlocking ideas and inspiring something new.

For Muzi, that relationship between heritage, reinvention and movement closely reflects his own creative process.

“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. That’s what I connected with in the GEL NYC™ 2.0. Movement is part of that process for me too. Sometimes changing where I am or simply getting up and moving is what unlocks the 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,” says Muzi.

The GEL NYC™ 2.0 brings that same thinking into its design. Updated mesh and reflective accents give the silhouette a fresh finish, while a lightweight, streamlined fit is designed for everyday wear. FF BLAST™ PLUS cushioning provides responsive comfort, while GEL™ technology enhances shock absorption, bringing together ASICS performance technology and a silhouette designed for contemporary style.

Discover the ASICS GEL NYC™ 2.0 collection and shop the new colours at Sportscene, in-store and online via BASH, for R3 399.90 from 1 October 2026