ASICS GEL-1130

GEL-1130

Around the turn of the millennium, the ASICS Gel-1000 series provided good-quality running shoes to athletes at all levels. The 9th iteration in this popular line was 2008’s Gel-1130 – a stable and supportive piece of sporting footwear whose stylish Y2K look led it back to the mainstream over a decade later.

Changing trends towards the end of the 2010s made chunky 2000s running shoes like the ASICS Gel-1130 into sought-after lifestyle models, but it was visionary Bulgarian designer Kiko Kostadinov who really drove the return of this humble silhouette. After a successful early career that saw him work with American fashion house Stussy, among others, he established a relationship with ASICS that eventually grew into a permanent creative partnership.

As head of the ASICS Sportstyle division, Kostadinov curated whole ranges of shoes, infusing them with his signature minimalist esthetic and cutting-edge functional features common to many of the brand’s top-level sportswear. Together with his expert design team, he also helped relaunch heritage models like the Gel-Kayano 14, which was particularly well-received on its return in 2020.

This success paved the way for future retro releases, and the ASICS Gel-1130 was soon chosen as the next nostalgic shoe to be given a modern update. Kostadinov’s version, the UB2-S, was an inventive remix of the original, with a mesh netting shrouding much of the upper for a captivating esthetic. Technologically, it contained the same advanced features as the classic design, including a soft foam midsole, Trusstic support system and Gel cushioned heel, which altogether delivered maximum comfort and stability.

While the offbeat look of the UB2-S Gel-1130 built hype around the returning silhouette, the traditional model was relaunched in an inspiring campaign with Japanese culture magazine Sabukaru and digital creative community Onlunchbreak. Built around a positive message of community and shared passions, it depicted employes of both brands wearing the White Electric Red colorway, with ASICS describing the Gel-1130 as “a long-standing classic”.

Thanks to this powerful launch campaign and Kostadinov’s creative genius, the Gel-1130 quickly became a popular lifestyle sneaker. A year later, the Bulgarian creative designed a second iteration called the UB4-S, which had an even more eccentric esthetic. Meanwhile, collaborations with fashion boutiques such as Cecilie Bahnsen, Kith and NAKED Copenhagen brought the shoe to the attention of social media influencers such as Kaia Gerber, making it even more desirable. By 2024, the Gel-1130 had become a coveted fashion item beloved for its everyday comfort and classy style.

When the ASICS Gel-1130 first came out in 2008, it was little more than a reliable running shoe, but when it returned in 2021, it began a new run of success, taking hold among sneaker enthusiasts and the wider fashion community. This remarkable comeback was ensured by its timeless look, its technical functionality and the bold storytelling of designers like Kostadinov.