Asics Is Celebrating 25 Years of the Gel-Lyte III in a Major Way

Get ready for some very exclusive Asics Gel-Lyte IIIs this year.

Asics' Gel-Lyte III turns 25 years-old this year, and the brand is marking the occasion with a 12-month long collaboration project. Each month of 2015, Asics will be dropping a limited collab on the silhouette with one of its global boutique partners.

The project kicked off in January with MITA's "Torico" take on the Gel-Lyte III and will continue into the end of the year. The list of exactly which sneaker boutiques are part of the project are kept under wraps, but don't be surprised if you see Asics' past collaborators included in the mix.

(MITA x Gel Lyte III)

Asics is also on the verge of a major re-launch. The brand unveiled a new moniker for its line of '80s and '90s retros and lifestyle products this week called Asics Tiger (not to be confused with Onitsuka Tiger— Asics high-end style line).

As part of this re-launch, Asics is unveiling its first major marketing campaign for lifestyle products, bowed a new website— asicstiger.com, updated its logo, and will even be introducng a couple totally new silhouettes by the end of the year.