Of sneakers and culture

DESCRIBED as a way of showcasing the Philippines as a nation and its culture, global sportswear maker Asics Tiger and US-based specialty lifestyle boutique Commonwealth collaborated to create the limited-edition “Kultura” Gel-Lyte V shoe, which was recently introduced to the local market.

A new rendering of the Gel- Lyte V marathon shoe that was first released in 1993, the Kultura version features a Nubuck, premium suede, and breathable mesh upper with the shoe’s signature mono socktongue boasting of basic geometric shapes and nature- inspired designs found in the ancient tattooing technique of the Kalinga people of Luzon.

The creators of the Kultura Gel- Lyte V hope that through it they do their part in preserving local tradition.

Owing to the mountainous terrain they live in and their warrior culture, the Kalinga people were able to preserve their culture despite centuries of foreign occupation in lowlands.

That includes the batok, the body adornment that dates back a thousand years and whose designs were used to communicate information about tattooed person. The tribal art form represented the Kalinga people — where they came from and what they stood for — and in the process revealing an insight to the people’s philosophy and social standards.

“The shoe is a platform to showcase who we are as a nation and our culture. We did not name it any other way. We chose ‘ kultura,’ or culture, because it captures what it is all about,” said Commonwealth Philippines cofounder Michael Concepcion in an interview at the sidelines of the shoe’s media preview at POV by Commonwealth at SM Aura in Taguig City last Friday.

“Personally, I’m a fan of the Kalinga culture. And I respect it so much. For them to be able to preserve a tradition like the batok for a very long time is truly amazing. It’s indigenous yet it is still very much present,” added Mr. Concepcion, who, along with co-founder Omar Quiambao, brought Virginia- based Commonwealth to the Philippines a couple of years back.

CAME NATURALLY

Mr. Concepcion said that doing a collaboration with Asics for the Kultura design was not difficult and that it came “naturally.”

“Conversation with Asics came naturally. Commonwealth already had collaborations with them in America with Asics US, and opening a conversation in Southeast Asia was pretty natural. There is already a trust between the parties, that Asics knew we are the right partner for them for a collaboration. They knew we have comprehensive knowledge in design, how to market the shoe, and how to pick the right materials,” the Commonwealth Philippines official said.

“It was something we wanted to push for because there are a very select few stores in Southeast Asia in general that are able to get a collaboration that truly represents the brand. A lot of the retailers are just like black and white. They just sell the merchandise. We pitched them the idea for Kultura a year ago. We made some renderings and now here we are,” Mr. Concepcion said.

“Commonwealth is well known as a brand and as far as Sonak, we are concerned with the distribution and we partner with groups that reflect what we want to convey. And in this case it is a perfect fit,” said Anil S. Buxani, president of Sonak Corp., exclusive distributor of Asics products in the country, in a separate interview.

“The Asics silhouette is well-renowned. It has so much history. It’s a key product for us here in the Philippines and we see the Kultura shoe further enhancing that,” Mr. Buxani added.

Seeing how the Asics Kultura Gel- Lyte V resonates being Filipino and how wellthought-out it is, both Messrs. Concepcion and Buxani expect the shoe to do well in the local market.

“I’m very satisfied with the result of the collaboration. The beige color (reminiscent of the human skin) and the pattern on the soft line make it distinct and special. It’s a clean shoe. Everybody can appreciate it from men, women, young and adults,” Mr. Concepcion said.

“It’s something close to the hearts of Filipinos. Its features were carefully sorted out and it’s something that one should have,” Mr. Buxani, for his part, said.

The Asics Kultura Gel-Lyte V retails for P7,900 and initially is exclusively available at Commonwealth stores in the Philippines and the United States. It will eventually be sold, officials said, at the “best stores” in Singapore, Tokyo, and London, among other areas in the world. —