Prepare to be dazzled: Asics’ Gel-Kayano 20 is getting a luxurious makeover, and it’s unlike anything you’ve seen before. But here’s where it gets controversial—is blending high-end jewelry with performance footwear a stroke of genius or a step too far? Let’s dive in.
Asics SportStyle is teaming up with London-based jewelry and accessories brand Completedworks for a collaboration that’s as bold as it is beautiful. Led by founder and artistic director Anna Jewsbury, Completedworks has reimagined the Gel-Kayano 20, a performance running shoe from Asics’ early-2000s archive. And this is the part most people miss—this isn’t just a sneaker; it’s a fusion of technical precision and artistic flair, handcrafted in the label’s London studio.
The design incorporates Completedworks’ signature motifs, including mismatched gems, pearlescent bows, and floral elements, transforming the shoe into a wearable piece of art. Jewsbury explains, ‘As a studio, we often explore the tension between femininity and practicality. Trainers, with their simplicity and everyday utility, are the perfect canvas for this dialogue.’ The result? A silhouette that’s both technically driven and adorned with jewelry-like details, blurring the lines between fashion and function.
This collaboration marks Completedworks’ debut in sneaker design and its first partnership with a sportswear giant. It’s also part of Asics SportStyle’s ‘Crafts for Mind’ program, a non-profit initiative that supports mental wellbeing through creativity and craftsmanship. Here’s the kicker—a portion of the profits will benefit the Yorkshire Sculpture Park’s Community Program, which partners with Appletree Community Garden to deliver artist-led activities.
Retailing for $300, the Asics × Completedworks collection will first drop exclusively at Completedworks.com and Dover Street Market London following the brand’s London Fashion Week show on February 21. It will later expand to Dover Street Market Paris and Ginza in March.
Meanwhile, Asics North America’s recent earnings report highlights the brand’s soaring success. In the third quarter of 2025, the SportStyle category saw high double-digit revenue increases, with the Gel-1130 and Gel-NYC shoes leading the charge. Both models achieved triple-digit growth compared to the same period in 2024, proving Asics’ dominance in the market. ‘We’re committed to delivering premium products during this exciting time for our industry,’ said Koichiro Kodama, president and CEO of Asics North America. ‘This quarter’s response from both consumers and retail partners has been phenomenal.’
So, what do you think? Is this collaboration a masterpiece or a misstep? Does blending luxury jewelry with performance footwear elevate the game, or does it lose sight of practicality? Let us know in the comments—we’re all ears!
