Campaign: KMS X P.E Nation X ASICS

In late July P.E Nation unveiled the new limited-edition global ASICS GEL-1130™ footwear collaboration, with a new campaign to give the dynamic launch a platform. On set, the looks were styled by Ali Holmes, Co-Owner of Wildlife SOGO for KMS, speaking to the brands’ consistent editorial partnership.

“I created a super sleek, high sporty pony with lots of movement in the pony. I used KMS Add Volume Styling Foam to keep hair tight and finished with KMS Hair Stay Anti-Humidity Seal for longevity throughout an all-day shoot,” Ali said.

The campaign showcased a launch focused on a vibrant reimagining of the heritage performance shoe, as remixed with more of a street style, in line with KMS’ editorial values. The campaign was a Sydney-set shoot styled with a 60s and 70s energy, highlighting P.E Nation’s retro-sport direction, featuring model sisters Isabella and Olivia Mathers. The campaign is a testament to individuality, growth and change and being “comfortable in your own shoes”.

“ASICS is at the forefront of innovation,” shared Pip Edwards and Claire Tregoning, P.E Nation’s Co-Founders. “Their decades of design evolution have led to the most technical footwear in the market. For us, this collaboration fits back with the P.E Nation ethos: a technical activewear brand built for the streets. It highlights the synergy between ASICS and P.E, too, in terms of aesthetic approach. The result is a 360-degree package of function, form, and future sensibility.”

Get the look below:

Step 1: Apply KMS Add Volume Styling Foam to damp hair and do a directional blowdry, flat to the head at the front and upwards from the neck to crown. This allows the hair to dry in the direction of the ponytail, further keeping hair in place.
Step 2: Create a mini part in the hairline of two inches and then bring the hair back into a tight ponytail. Olivia’s thick hair was sectioned and put in five ponytails where the elastic sits one on top of the other, for the illusion of one ponytail. Each ponytail was sectioned, sprayed with KMS Hair Stay Anti-Humidity Seal and straightened.
Step 3: To finish, a section of the hair was wrapped around the elastic and sprayed with KMS Hair Stay Firm Finishing Spray.