Steve Aoki is new face of Asics

Steve Aoki is Asics America’s new brand ambassador.
He may be known for his DJ spinning skills, but Steve also knows a thing or two about fashion, after launching his own label, Dim Mak Collection, which showed at New York Fashion Week: Men’s earlier this year (17).
He’s now turning his attention to sportswear with his Asics appointment, a brand famous for its running shoes and apparel.
“My life is not only about music and fashion, but also fitness, nutrition and health,” Aoki said, reports WWD. “I’m really grateful for an opportunity to partner with an athletic brand that not only supports the same philosophy as me and allows me to infuse my DNA into the creative process, but is also aiming to inspire and encourage others.”
Bosses at the brand are hoping that Aoki’s involvement will inspire younger consumers who may not necessarily be serious about running.
In April, the A Light That Never Comes star revealed to Footwear News that he owns in excess of 400 pairs of sneakers, and his love for sporty shoes is what helped him land the gig for Asics over a reconsigned sports star.
“We didn’t want a pitchman,” Gene McCarthy, the brand’s president and chief executive officer, outlined. “But Steve’s a sneaker head. Twenty years ago, kids chased sneaker brands, but now, sneaker brands chase kids.”
“The new look and feel for Asics is in response to uniform marketing campaigns from like-minded brands in recent years but also the nationwide decline in sports participation in today’s youth. Why are we telling people how to move, instead of encouraging them to move the way that makes them happy.”