“ASICS Tiger VOICE” features people who continue to express themselves with the ASICS Tiger™ brand, describing the past, present and future of the brand from their unique perspectives.
In this seventh issue, we have Ms. Sarah Andelman, the creative director of Colette, one of the most famous select shops in Paris. We wanted to hear how she envisioned the future of the ASICS Tiger™ brand, having seen all things premium and first-class.
—What do you base your brand and item selections on?
We're a multi-brand store on three levels with fashion for men and women, streetwear, beauty, high-tech products, art gallery, a water-bar. We like brands with a history and high quality products. Brands who are able to keep their « savoir-faire » and adapt them to the modern exigence. The ASICS Tiger™ brands is a good example!
To be honest my first feeling of the ASICS Tiger™ brand was a good brand for performance and training, but I realized very quickly that it was also very good for lifestyle.
—What is your favorite model among the ASICS Tiger™ brand?
The one we launched last October, GEL-LYTE V « Yukata », both in blue or white. A friend who saw me wear them asked "Hey, where can I find them?”, and the reply: "At Colette of course! "
The strong originality of the ASICS Tiger™ brand is in the incredible collection of models and colors. It seems they're not afraid to take risks and that’s why there are so many options, collaborations, ideas.
—Tell us about the sneaker trends in Paris.
There are more and more interesting shops, more and more well-informed clients, more and more cool sneakers to release every week! While the Japan sneaker market may have calmed down after the fad phase, popularity for sneakers in Paris is stronger and stronger. That is why the brands have to be especially careful to not repeat themselves, to not do "too much". The ASICS Tiger™ brand knows how to do that well.
—What do you think the heritage of The ASICS Tiger™ brand is?
I think the ASICS brand was born out of the respect and love for the runners, and the same spirit is intended for the "life-stylers" seeking for The ASICS Tiger™ brand. The brand's technic, style, and comfort tells it all.
I would love it if people can feel such heritage of the ASICS brand, through our shoes made in collaboration with the ASICS Tiger™ brand. I hope the heads liking The ASICS Tiger™ brand will sense the love we've dedicated to the products.
The ASICS Tiger™ brand already is and shall always remain authentic even in times to come.