KUALA LUMPUR, OCTOBER 17, 2024 – ASICS Malaysia continues to celebrate Malaysian culture through another bold collaboration with SneakerLAH and MAMEE MONSTER, this time paying tribute to one of Malaysia’s most beloved snacks, MAMEE MONSTER. This latest collaboration introduces the ASICS SKYHAND™ OG “MAMEE MONSTER”, a unique fusion of street style, nostalgia, and Malaysian culture, all wrapped up in a design inspired by the iconic crunchy noodle snack.

ASICS Malaysia and SneakerLAH have a proud history of creating one-of-a-kind sneakers rooted in Malaysia’s rich heritage, highlighting local landscapes, food, and traditions. Previous collaborations have resulted in iconic releases like GEL-Kayano™ 5 OG “Nasi Lemak” (2019), the GEL-LYTE™ III “Kuala Lumpur Twin Towers” (2020), and the most recent GEL-LYTE™ III “Teh Tarik” (2022), all of which encapsulated the spirit of Malaysian culture, resonating deeply with sneaker lovers across the country.

The ASICS SKYHAND™ OG “MAMEE MONSTER” takes inspiration from a fond childhood memory of enjoying MAMEE MONSTER noodle snack after school, chasing down the “Roti Man” on his bike or stopping by a convenience store to grab a pack. This nostalgic moment has been artfully translated into the sneaker’s playful design. The standout feature is the pale-yellow noodle laces, which resemble MAMEE MONSTER noodles. The shoe panels come in different shades of yellow tones colour picked from the noodle. Meanwhile, the speckled midsole mimics the seasoning powder that comes with the snack while the back heel features the seasoning powder’s pack design. Additional highlights include a blue insole, a tribute to MAMEE MONSTER’s mascot, Blue the Monster, with the ASICS logo printed in velvet on the insole. The shoe also features Blue holding the “LAH” symbol, representing SneakerLAH. The final touch is a stylish dubrae lace lock on the front for added flair.

Bryan Chin, Founder of SneakerLAH, expressed his excitement for the collaboration, saying, “The ASICS Malaysia collaboration showcases how each design stays authentically Malaysian while adding a playful, creative twist to set it apart. Each sneaker design under this collaboration has its own unique Malaysian flair, and the ASICS SKYHAND™ OG “MAMEE MONSTER” is no different. It is fun and quirky design will bring smiles to its new owners.”

How Yuan Yi, Chief Marketing Officer of MAMEE, added, “MAMEE MONSTER has been a staple of Malaysian childhoods for decades, embodying nostalgia and authenticity. We are thrilled to work with ASICS Malaysia and SneakerLAH to bring our beloved snack to life in the form of a sneaker masterpiece. We hope the ASICS SKYHAND™ OG “MAMEE MONSTER” will bring the same joy to Malaysians as our crunchy noodles have since the humble beginnings.”

Boon Tib Soom Nik, Country Manager of ASICS Malaysia, shared, “Working with SneakerLAH has always been an exciting journey, and this collaboration with MAMEE MONSTER is truly special. It captures the spirit of Malaysia in a fresh and creative way; we can’t wait for sneaker lovers to experience it. The ASICS SKYHAND™ OG “MAMEE MONSTER” brings a little piece of Malaysia to the world, capturing our nation’s nostalgia and culture in fashion. With MAMEE MONSTER transformed into a stylish sneaker, fans have the chance to celebrate their Malaysian pride with every step.”