Did you know that karaoke originated due to the desire of Japanese business men wanting to de-stress, relax and let loose after a long and arduous day at work? Well, we didn’t know until we found out that NY’s premier sneaker and apparel boutique, Extra Butter (http://shop.extrabutterny.com), has teamed up with Asics to present the Gel Lyte V “Karaoke” sneaker. The creative collaboration and launch, highlights one of Extra Butter’s favorite pastimes and Asics Japanese heritage by incorporating the history and culture of Karaoke into the launch of the campaign.
The Gel Lyte V features a sexy nightshade colored upper of premium pigskin suede and nubuck, accented by hits of black and light pink. The subtle exterior is complimented by a more vibrant interior, with a zebra print lycra sockliner and faded camo print insole, which creates an authentic “WOW” factor for sure. Custom made magnetic closure box provides an elevated level of presentation, featuring diecut foam molds for secure storage. The packaging also includes a branded shot glass to loosen your spirits, along with a tin of green tea and lozenges to recover from a long night of singing. All of the style and culture loaded into this creation can be purchased for adults ($180) and toddlers ($80).
Check out the marketing campaign video and the interview Tash and I did with Co-Owner / Creative Director of Extra Butter Jason Faustino as he discusses Extra Butter as a brand, the evolution of Asics and of course, the infectious and liberating sport of karaoke.