Muzi Brings His Creative Lens To ASICS’ New GEL-NYC 2.0
ASICS SportStyle is looking back to its archive while bringing a distinctly contemporary perspective to the GEL-NYC 2.0, with South African music producer Muzi at the centre of its latest campaign.
Launching in partnership with Sportscene, the campaign explores the relationship between heritage, movement and creativity, drawing a connection between the way ASICS reinterprets its design history and the way Muzi approaches his own music.
Known for taking inspiration from the past and reshaping it through a modern lens, Muzi brings a creative process to the campaign that closely mirrors the thinking behind the GEL-NYC 2.0. The collaboration is built around the idea that looking back does not necessarily mean staying in the past, but can instead provide the starting point for something new.
That idea comes through in the campaign's central message, “Move your body, move your mind.” A 60-second campaign film featuring Muzi explores movement as a source of creative energy, showing how changing your surroundings or simply getting up and moving can shift perspective and open up new ideas.
“We were very excited to partner with Muzi on this exciting project, inspired by the authentic way he moves between spaces in the city to gain inspiration for his music, and the generational perspectives that continue to shape his creative journey,” says ASICS marketing manager Amanda Standley.
For Muzi, the connection between heritage and reinvention is particularly personal. His own music often starts with familiar sounds and influences before being transformed into something that reflects where he is now.
“A lot of my music starts with something familiar, a sound or feeling I grew up with, and then I find a way to make it feel new and true to who I am today,” says Muzi. “That’s what I connected with in the GEL NYC™ 2.0. Movement is part of that process for me too. Sometimes changing where I am or simply getting up and moving is what unlocks the next idea.”
That philosophy extends to the sneaker itself. The GEL-NYC 2.0 takes cues from ASICS' archive but updates the silhouette for contemporary everyday wear, with new mesh construction and reflective accents giving it a more modern finish.
Underneath, FF BLAST™ PLUS cushioning is designed to provide responsive comfort, while GEL™ technology adds shock absorption. The result is a streamlined sneaker that brings together ASICS' performance technology with the styling expected from its SportStyle range.
The GEL-NYC 2.0 campaign also reflects the increasingly blurred line between sneaker culture, music and contemporary fashion. Rather than positioning the shoe purely through its technical credentials, ASICS is using Muzi's creative world to explore what movement can mean beyond sport.
The ASICS GEL-NYC 2.0 is available from 1 October 2026 through Sportscene, both in-store and online via BASH, priced at R3,399.90.
