Sneaker Freaker and ASICS SportStyle Take Control of the Narrative with Wish Boutique in Atlanta
Sneaker Freaker's began as an editorial series that celebrates the unique women in the footwear industry, and it has since evolved into in-person events that bring the community together and cultivate personal connections. For the second iteration of the event series in partnership with , the team travelled to Atlanta, Georgia where they collaborated with local sneaker boutique to deliver a relaxing and empowering event.
Run by and , Wish is one of the few women’s specialty sneaker and streetwear boutiques in the world, but their reach goes much further than their retail experience. Wish is a cultural hub that champions women, fosters community and offers a platform for new and upcoming voices. Their partnership in the TCoTN series was a natural progression from the debut event’s collaboration with Melbourne’s Finesse, as both boutiques elevate and connect women in sneakers.
For the Atlanta instalment, ASICS' philosophy 'Sound Mind, Sound Body' guided the purpose of the event, as the evening was filled with healing experiences. Guests were welcomed into the warm, candle-lit space with a curated Japanese tea tasting by local teahouse Muse. This was followed by a sound bath that invited attendees to release blockages in energy and create more space for what serves them through movement and sound.
Following this experience, led a panel featuring Wish owners Amos and Hogg, ASICS Head of Product SportStyle , and Sneaker Freaker Managing Editor Audrey Bugeja. The conversation focused on how to maintain a 'Sound Mind, Sound Body' while going through life’s challenges, especially through the lens of high-achieving women. Each member spoke on the importance of authenticity and what it means to them to take control of their narrative.
Sweeney then provided a thorough dissection of the hero ASICS product, the GEL-DS TRAINER™ 14, which is the brand’s latest model that embodies the balance between sport and fashion, i.e., work and pleasure. She took us through the design of the model, which nails the vintage tech running aesthetic, and the sleek colourways set to debut, including the grey and yellow and the rosy pink. The asymmetrical upper was a big point of interest, as the laces lean to the medial side in a stand out feature. As for the technical aspects, TRUSSTIC™ support and GEL™ cushioning gives the model its all-day comfort.
Once the panel wrapped up, guests indulged in a bespoke dinner by 7th House. Armed with their GEL-DS TRAINER™ 14 sneakers and matcha-making kits, the guests left with the tools to practice 'Sound Mind, Sound Body' in their everyday lives.
For more on the TCoTN event series, check out what went down at the .