While Nike and Adidas consistently pull out all the stops when it comes to promoting their latest footwear innovations, other footwear manufacturers have taken a much quieter route in promoting their technologies—but that doesn’t necessarily mean that they don’t have them!

While it may have been 30 years in the making, this epic mini-documentary from ASICS more than makes up for it.

When the company launched their GEL cushioning back in the 1980s, it was completely different from anything that the running shoe market had ever seen. To help celebrate the 30th Anniversary of the GEL cushioning, which has gone through various iterations over the years as running shoe needs have changed, the company hired art director Yoshirotten to put together their ‘making of’ story:

YouTube video

Find out more about the GEL cushioning used in ASICS shoes by heading over to Taica.


Simon is a Brooklyn-based industrial designer and Managing Editor of EVD Media. When he finds the time to design, his focus is on helping startups develop branding and design solutions to realize their product design vision. In addition to his work at Nike and various other clients, he is the main reason anything gets done at EvD Media. He once wrestled an Alaskan alligator buzzard to the ground with his bare hands… to rescue Josh.