Inside ASICS SportStyle’s ‘The Lab’ Pop-up at One Bangkok

ASICS SportStyle returns to Bangkok for its second pop-up following last year’s debut, this time taking over Parade Square at One Bangkok. The Lab unfolds as a laboratory-inspired space where new releases and familiar ASICS SportStyle icons sit side by side, inviting visitors to explore the brand in a more immersive setting. 

The opening night welcomed a steady flow of familiar faces and emerging names, with newly appointed ambassadors Sky Wongravee and Pat Chayanit alongside Bever, Kaownah, Neng, Preem, Anna, Hoang Trung and Malaysia’s Hariz Hamdan and Nadia. The guest list became an extension of the space itself, echoing the mix of styles and influences that shape ASICS SportStyle today.

“We’re encouraged by the strong growth of the SportStyle category in Thailand, which reflects a clear shift in consumer preferences towards combining style with everyday movement,” says Mr Yogesh Gandhi, Managing Director of ASICS Asia. “This pop-up and campaign mark an exciting milestone as we continue to celebrate and connect with the community driving this trend.”

The Lab opens into two main hubs. The Discovery Hub brings together ASICS SportStyle’s latest apparel and footwear, including the Gel-NYC™ 2.0, Gel-Cumulus™ 16 and Gel-Kinetic™ 2.0. The Gel-NYC™ 2.0 draws from heritage running styles, reshaped into a modern lifestyle silhouette with updated comfort.

The Gel-Cumulus™ 16 returns with its comfort-first identity, with layered construction and mixed textures bringing it forward while keeping its performance roots intact. The Gel-Kinetic™ 2.0 leans into a more experimental direction, defined by Y3K-inspired design cues and a sculpted silhouette.

Elsewhere in the Discovery Hub, the ASICS x Carnival® Gel-Kayano 12.1 ‘Phra Nakhon’ marks the fourth collaboration with Thai streetwear label Carnival. Inspired by Bangkok’s historic Phra Nakhon district, the design is built around the concept ‘Hidden Layers’, reflecting the neighbourhood’s blend of tradition and street culture.

A crochet-knit upper, Thai Kanok–inspired detailing and a spray-finish midsole reference the textures of the city, while the colour palette draws from everyday urban life. The lining and packaging feature motifs inspired by the traditional Chula kite.

The Shoe Trial and Activity Hub shifts the focus to a more hands-on experience. Visitors can try the Gel-NYC™ 2.0 on-site for the first time, alongside workshops that bring together art, music and movement through comfort. A series of activations continues the experience, from a style cam to a three-step scent ritual with Panpuri, where guests can create a bespoke fragrance.

Across the pop-up, ASICS SportStyle’s latest campaign, ‘The Code of Comfort’, is brought to life through a series of visual moments. The global narrative follows two scientists, Hakase and Mitani, as they investigate a surge in the ‘Joy Meter’, linked to everyday movement in ASICS SportStyle footwear across Japan. 

Spanning six narratives, the campaign moves from a janitor in the Gel-NYC™ 2.0 to dancers in the Gel-Cumulus™ 16 and a gaming enthusiast in the Gel-Kinetic™ 2.0, each capturing a different expression of comfort in motion. The series extends regionally with talents including Taew Usa Semkhum, Eknaree ‘Be’ Wachirabunjong and Tyler Ten.

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The latest ASICS SportStyle collection is now available in stores and online. Stay updated on new releases by following ASICS SportStyle on Instagram.

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