ASICS SPORTSTYLE unveils The Lab: An immersive, laboratory-inspired pop-up space that brings the ASICS’ comfort story to life. Housed at the Parade Square within One Bangkok from 4th to 5th April 2026, among the highlights were cutting-edge innovations alongside timeless favourites on display such as the ASICS SportStyle GEL-NYC™ 2.0, GEL-CUMULUS ™ 16, GEL-KINETIC™ 2.0 and more.
Mr. Yogesh Gandhi, Managing Director of ASICS Asia, said, “We’re encouraged by the strong growth of the SportStyle category in Thailand, which reflects a clear shift in consumer preferences toward combining style with everyday movement. The launch of our pop-up and campaign is an exciting milestone as we celebrate and connect with the community driving this trend.”
Step into The Lab for More Energy to Move Body and Mind
Trial the GEL-NYC 2.0 shoes exclusively available on-site and experience its comfort through curated activities from dance workshops to art and photo walk happening over the course of 4th & 5th April. Discover the ASICS Code of Comfort: A SportStyle regional campaign, featuring eight unique voices from across the SEA region, each sharing their personal take on comfort.
The campaign features beloved “Amah” – Taew Usa Semkhum, lead actress from ‘How To Make Millions Before Grandma Dies’, alongside a diverse cast from across the region—each offering a unique perspective on comfort, redefined through ASICS SportStyle. Visitors can also create their own bespoke scent for a Sound Mind with PAÑPURI, and additionally build their own lab pass holder with charms available exclusively at The Lab.
Mr. Trin Thanakitthiwara, Country Manager of ASICS Thailand, adds, “‘The Lab” creates a unique space for us to deepen our connection with the community, while expressing The Comfort Code through experiences that resonate naturally with modern lifestyles.”
The Lab’s Two Main Hubs:
The Discovery Hub
Houses the latest SportStyle shoe and apparel highlights, ranging from GEL-NYC™ 2.0 to GEL-CUMULUS ™ 16, GEL-KINETIC™ 2.0, as well as the all-new ASICS x CARNIVAL® GEL-KAYANO 12.1 “PHRA NAKHON” – the fourth collaboration with Carnival, a Thai streetwear brand known for its role in shaping the local sneaker and street culture scene.
Inspired by the identity of Bangkok’s historic district known for its blend of traditional culture and modern street energy, this collaboration shoe is designed under the concept “Hidden Layers of Phra Nakhon” — resulting in a unique take on the ASICS Gel-Kayano 12.1 that reflects the rhythm of urban life, balancing contemporary design with signature comfort. In addition, the SportStyle Apparel unisex range will be showcased to complete the look.
The Shoe Trial and Activity Hub
For the first time, ASICS SportStyle GEL-NYC™ 2.0 shoes will be available for visitors to try and participate in our series of workshops curated to celebrate art, music and movement in comfort. Additionally, vistors can also partake in exclusive activities such as the style cam to embark on a 3-step scent ritual to create bespoke scent, with PAÑPURI.
Discover The Code of Comfort, globally and regionally
This season, explore The Code of Comfort: A new cinematic universe where footwear is designed not only for performance, but for comfort, happiness, and emotional energy. Because movement is not defined by speed or distance alone, but by the feeling of being truly alive.
A Global Campaign Series
Directed by Toshiki Yashiro, the story unfolds through two scientists, Hakase and Mitani, who encounter an unexpected phenomenon: the “Joy Meter” reaching unprecedented levels. This surge is traced back to individuals across Japan experiencing moments of joy through everyday movement while wearing the latest ASICS SportStyle models. From a janitor effortlessly stepping into rhythm in the GEL-NYC™ 2.0, to a dance game enthusiast moving fluidly in the GEL-KINETIC™ 2.0, to a group of dancers expressing themselves freely in the GEL-CUMULUS™ 16—each story reveals a different expression of movement, blending humor with a deeply human perspective. Across six narratives, the film gradually uncovers the essence of The Comfort Code.
Regional Additions
Adding on to this campaign series are six different narratives featuring our regional cast including TH actress Taew Usa Semkhum and producer Eknaree ‘Be’ Wachirabunjong, Singaporean actor Tyler Ten and more.
- A young-at-heart Grandma and her granddaughter
- An office worker
- Chapteh Boys
- Street Dancer
- Elevator Strangers
- The TukTuk Traveller
