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Steve Aoki Is Asics‘ Newest Ambassador [WWD]
Steve Aoki is the newest member of the Asics fam. The DJ/designer kicked off the partnership in a new video campaign directed by TJ O’Grady Peyton called “I Move Me,” which is being promoted on the brand’s social media channels. The video features the athletic Aoki as well as a cast of dancers moving to his track “Kolony.” The decision to connect with Aoki highlights the brand’s desire to connect with a younger audience; several of Asics competitors have also hired influencers, musicians and models as spokespeople, while Asics had largely stuck with athletes in the past.
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Nike’s NBA Debut Marked by Ripped Jersey [Quartz]
Nike’s debut as the official sponsor of the NBA received a lot of attention on Tuesday night — but not in the way the brand might have wanted. Attention was called to Lebron James’ Cleveland Cavaliers jersey, which was ripped down the center of the back during his team’s game against the Boston Celtics. Nike caught flak after the jersey of Los Angeles Lakers player Tyler Ennis was similarly ripped during a preseason game. The company has been struggling to maintain its popularity recently, and faulty jerseys — though sustainably made — certainly don’t help.
The back of LeBron’s jersey ripped somewhere along the lines of that play.
Second time Nike has had this issue… pic.twitter.com/gPBrDKUuMk
— Basketball Society (@BBallSociety_) October 18, 2017
M2Malletier Launches Ecommerce [Pret-a-Reporter Inbox]
Spanish luxury handbag maker M2Malletier has officially launched its own direct-to-consumer website and is celebrating with an exclusive capsule collection featuring pieces in calfskin, silk velvet and glitter vinyl. The handbags, favored by the likes of Margot Robbie, Millie Bobby Brown and Emma Watson, are now available to buy on M2Malletier.com.
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Off-White Launches Women’s Sneaker Exclusively on MyTheresa.com [Pret-a-Reporter Inbox]
Off-White has launched its first-ever women’s “Off-Court” sneaker exclusively on MyTheresa.com, available in three colorways ($646). The exclusive offering also includes two handbags and an industrial belt, all of which is now available online. “This collection of accessories and sneakers are core to the brand’s DNA and represent the balance of street and chic,” said creative director Virgil Abloh in a release.
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