ASICS Took Over Amsterdam's NXT Museum with 'Uplift' Installation
To commemorate World Mental Health Day, ASICS brought its efforts in promoting wellbeing awareness to NXT Museum in Amsterdam for a one-day only pop-up installation.
Constructed as an immersive display across the dedicated space, the brand’s Uplift Experience aimed to give visitors, tastemakers and local media a feel for its audio-visual activation. Chiming into its ‘Sound Mind, Sound Body’ motto, the hub of education exemplified how movement can increase positive mental health with contemporary dancers performing against the floating digital graphics.
After the audience spectated the show, they were invited to follow suit. Gathered on the floor in a selection of GEL-1090 sneakers, they partook in full-body exercises and stretches guided by a voiceover. In a scientifically proven ASICS fact, it only takes 15.09 minutes for movement to leave you uplifted - something the enlightened participants were able to experience.
Tying into the drop, the show exhibited a collaborative sneaker designed by Danish creative Freja Wewer, which is set for release next month. Coming off her recent feature with the brand where she explored how to upkeep well-being in her city, the new GEL-1090™ v2 is complete with both sports elements and stylistically-led features. Take a sneak peek of the kicks in the gallery above.
Head to ASICS' Instagram page to find out more on how “Movement Uplifts Your Mind”.
