Coca-Cola and ASICS are teaming up to present a refreshing iteration of the Gel-Quantum 90. The silhouette is big on branding and overall sustainability.
The cola-themed Gel-Quantum 90 Tokyo comes in red and white colorways, paying homage to the signature Coke colors. The Tiger Striped midfoot caging features the “Coca-Cola” script logo with other branding not in short supply. Other Coke logos find themselves on the heel, insole and laces. The midsoles feature a GEL cushion that mimics the beverage’s classic green bottle that sits on a fresh white outsole. Asics branding also takes its place on the tongue.
The shoe takes the name “Tokyo” in part for the Tokyo Olympic Games. ASICS is based in Japan and Coca-Cola is the longest-running International Olympic Committee sponsor. However, it is also an extension of the ASICS Edo Era Tribute Pack, honoring the eco-friendly practices of Edo (present day Tokyo) from the 17th to 19th centuries.
The Edo Era initiative serves to take sustainability efforts seriously by reducing each product’s carbon footprint. This specific Gel-Quantum 90 has an upper made from approximately four PET plastic bottles’ worth of recycled polyester. Additionally, the sockliner features a recycled polyurethane construction and is colored using dope-dye techniques that requires fewer inks and less water. The shoe’s “Pass The Baton To The Future” campaign links its ties to both the Tokyo Olympics and sustainable design.
Coca-Cola x ASICS Gel-Quantum 90 Tokyo
Style Code: 1023A062-600
Release Date: March 26, 2021 (Japan)
Release Date: April 9, 2021 (Global)
Price: $140 USD