ASICS has unveiled their new HYPERGEL footwear line with the help of international DJ and producer Steve Aoki with their first iteration, the ASICS HYPERGEL-KENZEN, exclusively with Foot Locker. The new line of footwear combines street style with high performance GEL technology proprietary to ASICS – for all day and all night comfort.

The campaign celebrates those who are constantly moving, always in search of inspiration. The campaign will come to life across multiple channels including a “Steve in 24” digital content series showcasing Aoki’s nonstop movement throughout a full, 24-hour period.

ASICS and Foot Locker, Inc. will celebrate perpetual creators with an immersive pop-up experience in New York City today. They’ve taken over “The Coffee Shop, Union Square,” for consumers to have the opportunity to try-on and pre-order the new ASICS HYPERGEL-KENZEN shoes and enter for a chance to gain access to an intimate Steve Aoki performance tonight.