Is G.I. Joe finally poised for a comeback? From our recent reports, signs point to yes, and today there’s further movement in terms of licensing for the iconic brand. Hasbro teamed with ASICS for a G.I. Joe shoe collection, launching exclusively at Foot Locker stores in the U.S. The all-new colorways are inspired by two fan-favorite G.I. Joe characters: Storm Shadow and Snake Eyes. The special edition GEL-LYTE III shoes and coordinating apparel and accessories from New Era and Hex are available beginning today, while supplies last.
“ASICS has a solid reputation of launching innovative designs to consumers across the globe and we are proud to bring G.I. Joe characters to life in an entirely original way,” says Casey Collins, general manager and senior vice president of entertainment and licensing at Hasbro. “We know fans and collectors will appreciate the care and detail ASICS has taken in every aspect of the release from the shoe detailing to the packaging.”
According to Hasbro, the line is inspired by an epic chapter in the G.I. Joe lore: the rivalry between Storm Shadow and Snake Eyes. Once brothers in arms as part of the Arashikage Clan, they find themselves on opposing sides of the struggle between G.I. Joe and Cobra. Now Storm Shadow and Snake Eyes each adorn their own GEL-LYTE III shoe designed by world renowned pop artist Anderson Bluu. The GEL-LYTE III boasts innovative design that includes a split tongue and ASICS’ famous GEL technology cushioning; a silicone-like material that effectively absorbs shock and protects the feet from high-impact strikes.
The black Snake Eyes model features a crystal rubber outsole with a discovery element, premium emblem and reflective detailing with black leather; the model is elevated and modernized with custom art on the insert. The white Storm Shadow model features a crystal rubber outsole which masks the character beneath while the premium emblem detailing grounds the model in the story. Through the intertwining of story and design aesthetic the model is elevated and modernized with custom art on the insert. On the bottom of both shoe models is an iced outsole revealing Zartan – a shadowy figure who plays a key part in the Snake Eyes and Storm Shadow story.
“We were inspired by the story of Storm Shadow and Snake Eyes to create these shoes in collaboration with Hasbro,” added Lindsey Sweeney, global GM Sportstyle Footwear, ASICS. “The characters represent a true Yin and Yang – a duality and symmetry that link their lives together – and we were excited to take that inspiration to our GEL-LYTE III model.”
The ASICS x G.I. JOE shoes will be sold exclusively at FootLocker.com and select POP by Foot Locker doors because Knowing is Half the Battle.