From GR to Grail

What makes a sneaker instantly covetable?

Asics is riding high into 2024. Recently crowned as Hypebeast’s Footwear Brand of the Year for the second time in a row in the publication’s esteemed Hypebeast 100 list, it’s clear the Japanese sportswear label hasn’t just captured lightning in a bottle, it’s figured out how to consistently create its own energy. For nearly half a decade, the brand has …