This Asics Sneaker Collaboration Pokes Fun at the ‘Just Say No’ Campaign
Sneaker Politics has found a biting source of inspiration for its take on one of Asics‘ most popular sneakers.
The Sneaker Politics x Asics Gel-Kayano 14 “Just Say No” is inspired by the infamous ’80s anti-drug campaign of the same name, which the boutique referred to as “propaganda” in announcing the sneaker. A white mesh base gives way to striking overlays in gold, silver and red, and a yellowed midsole hosts red Gel units. A red insole with a hemp pattern draws a subtle connection to drugs, allowing the marketing to do more of the heavy lifting.
Campaign images see the sneaker sit atop a newspaper created just for the occasion, and in it Sneaker Politics argues to apply the slogan “Just Say No” to certain sneaker releases in a bid to resist hype. One of the fully legible passages reads, “The campaigns catchphrase serves as a rallying cry, reminding people that they are in control of their own sneaker collection and can refuse hype-driven campaign.”
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“Just Say” no was coined by Nancy Reagan as part of the failed war on drugs that began with the Richard Nixon administration and was continued by her husband Ronald Reagan during his presidency. Research has found no direct relationship with the “Just Say No” campaign with any reduction in drug use, much like the DARE program. It’s also been widely criticized as reductive and lacking to address the nuances behind drug use.
The Sneaker Politics x Asics “Just Say No” will release Saturday, March 8, at Sneaker Politics’ locations on a first come, first serve basis, as well as through a online raffle open now. Any pairs remaining will then go on sale Monday, March 10, through Sneaker Politics’ website. Pricing is set at $170.
