Asics Unveils Groundbreaking Collaboration with Seven Retail Partners for Gel-Cumulus 16 Tomo
In a bold move that redefines sneaker collaborations, Japanese sportswear giant Asics has launched the Gel-Cumulus 16 Tomo, a sneaker born from the collective creativity of seven prominent retail partners. This unprecedented collaboration not only showcases the power of community but also highlights the evolving landscape of sneaker culture, where partnerships extend beyond traditional boundaries.
A New Era of Collaboration
Historically, sneaker collaborations have typically involved two brands-often an athletic footwear company and a partner from the realms of fashion, entertainment, or retail. However, Asics has taken a significant leap by engaging seven retail partners: Concepts, Extra Butter, Feature, Lapstone & Hammer, Sneaker Politics, Somewhere, and The Whitaker Group. This initiative, as described by Lilian Chevalier, Asics’ senior manager of footwear merchandising, aims to celebrate the camaraderie and creativity that exists between the brand and its retail partners.
The term “Tomo,” which translates to “friend” in Japanese, encapsulates the essence of this collaboration. It reflects not only the bond between Asics and its retail partners but also the shared respect and friendship among the stores themselves. This initiative marks a significant shift in how brands and retailers can work together to create something truly unique.
The Design Process: A Collective Journey
The design journey for the Gel-Cumulus 16 Tomo began with brainstorming sessions among representatives from each retailer. Creative director Bernie Gross emphasized the honor of being part of such a collaborative effort, noting that the teams had known each other for years and had developed mutual respect for one another’s successes.
While the idea of merging seven distinct visions into a single design might seem daunting, the collaborative spirit among the partners made the process seamless. Brian Nadav, owner of Lapstone & Hammer, shared that the friendly rapport among the collaborators allowed ideas to flow naturally, resulting in a design that everyone could rally behind.
Blaine McGowan, senior marketing manager at Sneaker Politics, echoed this sentiment, describing the experience as unforgettable and a testament to the collective design expertise present in the room. The collaborative nature of the project not only fostered creativity but also allowed for a more dynamic approach to sneaker design.
Conceptualizing the Mood Ring
The initial brainstorming sessions yielded a variety of concepts, including inspirations from Japanese Boro denim and retro arcade games. Ultimately, the team settled on a theme centered around mood rings and friendship bracelets, symbolizing the emotional connections we share with those we cherish. Madison St. Pierre, a buyer and merchandising assistant at Concepts, articulated the essence of the design: “How your mood changes when you’re around people you truly enjoy.”
Once the mood ring concept was established, Asics divided the retail partners into two groups to translate the idea into a tangible sneaker design. Over two days at Asics’ U.S. headquarters in Boston, the teams explored various color palettes, fabrics, and design elements, ultimately leading to a final design that captured the collective vision.
The Final Product: A Reflection of Friendship
The Gel-Cumulus 16 Tomo features a Cream/Malachite Green colorway, predominantly in silver-a nod to the retro aesthetics that have characterized Asics’ recent successes in the U.S. market. The sneaker’s reflective mesh base adds a unique touch, providing visibility in low-light conditions. The mood ring theme is further expressed through gradient accents on the tiger stripe branding and midsole Gel cushioning, transitioning from emerald green to a vibrant purple.
Dominick Adams, owner of Somewhere, praised the design, noting that the reflective mesh and color-changing elements effectively conveyed the mood ring concept without being overly literal. The sneaker also includes a Kanji character for “Tomo” on the tongue and alternate shoelaces featuring a gradient fade, allowing wearers to customize their look.
Overcoming Challenges
Despite the collaborative success, the project was not without its challenges. Many retailers expressed initial concerns about working with the Gel-Cumulus 16 silhouette, which had not yet proven itself in the competitive sneaker market. However, this uncertainty ultimately allowed for greater creative freedom, enabling the teams to explore new design avenues.
Asics has successfully maintained the popularity of models like the Gel-Kayano 14 and Gel-1130, making the decision to venture outside these established models a significant risk. Yet, the collaborative effort resulted in a sneaker that resonates with both the brand’s heritage and contemporary sneaker culture.
Launch and Future Prospects
The Gel-Cumulus 16 Tomo was officially released for $170, available through Asics’ website and participating retail partners. Chevalier emphasized that this collaboration aims to highlight the deep-rooted partnerships within the athletic footwear industry. “We want consumers to see and understand the deep spirit of partnership in our industry,” she stated, reinforcing the idea that retailers are not just vendors but true partners and friends.
Looking ahead, the success of the Gel-Cumulus 16 Tomo may pave the way for future collaborations among the seven retail partners. As noted by Adams, two additional colorways are already in the works for spring fashion week in 2026, indicating that this innovative approach to sneaker design is just the beginning.
Conclusion
The Asics Gel-Cumulus 16 Tomo stands as a testament to the power of collaboration in the sneaker industry. By bringing together seven diverse retail partners, Asics has not only created a unique product but has also fostered a sense of community and friendship that transcends traditional business relationships. As the sneaker culture continues to evolve, initiatives like this may redefine how brands and retailers collaborate, ultimately enriching the consumer experience.
