To commemorate the 30th anniversary of the GEL-Lyte III, Kith and ASICS joined forces on a new capsule entitled “The Palette” which featured 30 different colorways of the iconic silhouette. As the lead designer for KITH, this was the biggest undertaking I have managed so far. This project was especially interesting, because during quarantine I had to review all thirty first sample pairs from my 11'x8' apartment bedroom - quite literally my life revolves around shoes.
Each model featured a tonal premium pigskin suede upper and a subtly contrasting tonal sole unit. The classic split tongue continues to be the highlight of this silhouette, while featuring debossed logos – “30” on the left shoe and “Fieg” in the Asics font on the right. Co-branded details are also seen on the footbeds of each pair, while accompanied by custom packaging and three sets of extra laces.
Kith concepted and produced a campaign video to celebrate this release featuring a custom-built shoe wall designed to showcase the incredible 30-color footwear gradient. This video generated over 300k impressions and 14k engagements. It is one of Kith's top 5 most viewed Instagram video's of all time.