For the latest NOVABLAST™ SPS sneaker release ASICS spoke to Slam Jam to find out what inspired them to get creative with this runner.
Before we talk about the creative we asked Slam Jam (@slamjam) to tell us who they are.
Founded by Luca Benini in 1989, Slam Jam was born to serve the underground long before the term streetwear even existed. From its headquarters in Ferrara, far from the European fashion establishment, Slam Jam was able to hone its own unique, highly distinctive style, using art, music and clubbing as its guide to connecting with tribes of like-minded people across the World. Today it leverages its credibility and experience within the community to globally promote the style and attitudes of urban subcultures.
So you worked with No Text Azienda (@no_text_azienda) on the project. Can you tell us more about them?
No Text Azienda is a film collective, based in Milan, Italy. Its work examines image production and consumption with a focus on emotions. No Text Azienda is a community of image specialists who truly believes that video is knowledge and the world is a cinema.
What was your inspiration behind the video?
The No Text Azienda style combines digital elements with a more realistic and narrative vision. With the NOVABLAST™ sneaker, where the technicality is in the construction, we decided to explore the microscopic reality with macroscopic visions. With hyper-realistic settings that blend natural scenarios with computer-generated elements. In the perspective changes the viewer is put in contact with both the technicality of the shoe and its recognizable aesthetics.
What does the NOVABLAST™ SPS sneaker represents to Slam Jam?
The NOVABLAST™ sneaker concept naturally reflects Slam Jam’s attention to the dialogue between highly advanced technology and a lifestyle-savvy approach. The silhouette and concept behind it fits within Slam Jam’s effort towards the study of the ultimate uniform, sporting unconventional colors for a running shoe, that are instead a recurring part of the Italian powerhouse’s color guide.
The NOVABLAST™ sneaker also defines the latest moment in the Slam Jam and ASICS journey which started with a series of collaborative efforts on the GEL-LYTE™ III sneaker, moving on and towards a more experimental landscape with the GEL-MAI™ sneaker and eventually approaching the hyper-technical area with the upcoming Slam Jam x ASICS NOVABLAST™ collaboration (November 2020).