Doug Barber of Reigning Champ talks about their collaboration with ASICS

Let us all agree that the ASICS x Reigning Champ collection is fantastic. Yes, its great! Well, we were so excited that we just had to have a chat with the brands sales and marketing director Doug Barber about the project.

Tell us – how come you and ASICS came together to work on this project? Did you approach them or vice verse?
We were in LA when Colin Brickley from ASICS America reached out to us. One thing led to the next and before we knew it we were developing product together.

What made you choose the Gel-Lyte III?
We knew from the beginning we wanted to do a Gel-Lyte III. We’ve loved the silhouette for years and knew we could work signature details from the shoe into the apparel.

What’s the story behind your choice of colors and materials?
The colour story comes from our Core Program. The Core Program includes a handful of styles in black, navy and heather grey. We used the same signature Midweight Terry from the category (and the same colours) throughout the apparel and footwear. The specked sole was inspired by another signature fabric of ours that uses a three yarn process which in the end results in a speckled look. Both characteristics are synonymous with our brand.

What was the most interesting/exciting thing that happened during the process of the collaboration?
The whole process was great. There were a few trips back and fourth between Vancouver and LA. The ASICS team knew exactly what they wanted in the apparel and gave us the freedom to do what we wanted with the footwear. Overall it was an exciting project!

What will you guys take with you from this project to your next collaboration?
Good question. I think this was a reminder that it’s important to work with people you enjoy and respect. From start to finish ASICS has been great. When the relationship is strong it translates to great product being produced.

The ASICS x Reigning Champ collection will drop February 20th at Sneakersnstuff.

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