ASICS SportStyle and Zalando Bring ASICS Bloom Experience To Copenhagen Fashion Week

During Copenhagen Fashion Week, ASICS SportStyle, Zalando & Hero brought the ASICS Bloom Experienceto life at Nikolaj Kunsthal, creating an immersive space inspired by the rhythms of the female cycle and the idea of moving with your body, not against it. Rooted in ASICS' belief in the power of movement to uplift both body and mind, the activation builds on the brand's Sound Mind, Sound Body philosophy. Inspired by the insight that women have historically been encouraged to move according to standards largely shaped around the male body, ASICS Bloom Experience celebrates a more personal approach to movement, one that embraces every phase, rhythm and energy level.

Across August 6 and 7, guests experienced four interactive spaces, each inspired by a different phase of the hormonal cycle. Through movement, creativity, empowerment, and reflection, the experience encouraged visitors to explore how different rhythms and energy levels can be embraced throughout every stage of the cycle. Featured throughout the experience was the new ASICS SportStyle Sensory Bloom Collection.

Event Highlights

• Nearly 500 guests —including press, influencers and members of the public .
• The concept generated strongly positive sentiment, with guests highlighting the relevance of the experience and its focus on women and wellbeing.
• Inspired by the growing conversation around cycle-syncing, the experience offered a fresh and locally relevant perspective on movement and women’s wellbeing, particularly resonant in the Nordic market.
• Guests couldthe new ASICS SportStyle Sensory Bloom Collection, with the HYPERSYNCTMemerging as a crowd favorite and making its debut at Zalando.
• Guests also highlighted the comfort of the footwear, adding to the positive response to the collection.
• As one participant put it: “Thank you for such an inspiring event —it was definitely my favorite one during Fashion Week!”

Restart Room

Inspired by moments of restitution and mindful movement, the Restart Room featured a live performance by four dancers wearing the Gel-Cumulus 16 from the Sensory Bloom Pack. Their fluid choreography created a calming atmosphere, encouraging guests to slow down, reconnect with their bodies, and experience movement as a restorative practice.

Bloom Studio

Channeling the curiosity and renewed energy associated with growth and self-expression, the Bloom Studio became the standout space of the experience. Guests embraced the trend of personalization by customizing their shoes, ASICS keychains, and scrunchies, transforming the space into a vibrant hub of creativity and self-expression.

Power Lab

Celebrating confidence, empowerment and high-energy movement, the Power Lab invited guests to transform an everyday walk into a confident stride. Through curated sound, movement and interaction, the space explored the connection between movement and confid ence.

Guests could test selected styles from the Sensory Bloom Collection while stepping into their own runway moment —a playful wink to Copenhagen Fashion Week that highlighted the relationship between movement, self-expression and empowerment.

Ease Area

The final space encouraged guests to slow down, reflect and recharge. Centered around the Tea Bloom Bar, the Ease Area offered a moment of comfort and restoration, allowing visitors to unwind and leave feeling refreshed and uplifted. Guests could enjoy a s election of teas, each linked to a different phase of the hormonal cycle, reinforcing the event's focus on women's needs and wellbeing.

Discovering the Sensory Bloom Collection

Featured throughout ASICS Bloom Experience was the new ASICS SportStyle Sensory Bloom Collection, unveiled in partnership with award-winning actress Anna Sawai. Bringing together ASICS SportStyle's spirit of movement with Sawai's dynamic and cross-cultural perspective, the collection explores the connection between movement and sensation.

Designed for those who want to feel as much as they see, the Sensory Bloom Collection combines softly formed materials, marbleized textures, luminous colorways and tactile detailing to create a sensory -driven experience with every step.

Joining the collection is the newly introduced HYPERSYNCTMshoe. Drawing inspiration from archival ASICS wrestling and track and field footwear, the silhouette combines the precision of track spikes with the low - profile structure of wrestling shoes. Textured patent leather overlays, decorative stitching, breathab le mesh and premium detailing create a bold design built for those who move with intent.

Also featured in the collection was the iconic GEL-CUMULUSTM 16, originally launched in 2014 and reimagined through a sensory lens. Glossy overlays, translucent mesh and responsive cushioning bring a fresh perspective to the classic silhouette, while dual GEL TMtechnology inserts, FLYTEFOAMTMtechnology and FLUIDRIDETM technology deliver the soft comfort the model is known for. The footwear offering was completed by theGEL-NYC 2.0TM, which was also featured at the experience.

Through ASICS Bloom Experience, ASICS SportStyle and Zalando brought together movement, self- expression and sensory design, creating a space where guests could explore every phase on their own terms and discover that blooming is not a destination, but an o ngoing journey.