Who says Lite-Brite is a kid’s toy? On Oct. 7th, the folks at Asics America unveiled the largest Lite-Brite installation ever (it was officially inducted into the Guinness Book of World Records), measuring 11 feet tall and 15 feet wide. A dynamic rendition of the Gel-Lyte III, the installation required 300,000 pegs and four months to complete (it does sound a bit tedious but, personally, I wouldn’t mind having to play with Lite-Brites as part of my job description! ha!).
Since this illuminated masterpiece has made history, it’s making its way to major cultural events across the country over the next six months (with the help of marketing and PR firm UG Strategies), with stops at New Orleans’ Voodoo Music Experience, Miami’s Art Basel, Aspen’s Winter X Games, and an array of college campuses and footwear boutiques (though I’m guessing these stores need to have doorways tall enough to fit this mammoth thing!).
The artwork is, of course, part of a campaign to celebrate the Gel-Lyte III, which has been produced in a number of great colorways: from black/purple/orange to white/black with purple and teal accents, white/black/purple/yellow, black/orange, all black (co-designed with David Z), white/pink/light teal, and white/red/blue (pictured above).
It’s also been jazzed up through repeated collaborations with such in-demand designers and buzzy boutiques as ALife Rivington Club, Patta (I really love these) and Japanese sneaker company Mita (the "Purple Haze" may just be my fave Gel Lyte III collaboration).
Frankly, the designer collabos tend to be the hottest, though some of Asics’ own colorways are pretty dope (the white/red/blue one pictured above is a little on the patriotic side for my taste, but the colors do pop…There are much better colorways, however, such as the white/black with teal and purple accents described above).
The light installation celebrates Asics’ commitment to the art world, particularly through its designer collaborations. Plus, hey, it’s a chance to position the brand as being inventive, modern and fashion forward — all qualities usually associated with its competitors but which Asics has been reclaiming as of late.
Asics Gel-Lyte III styles retail for $75-$100 (designer editions are pricier!). Available at Foot Locker, David Z and Urban Outfitters stores. Visit to admire some of the newer colorways.
TMB was there. Were you?