Few things feel as familiar to us as rambling, and this campaign knows it. To ramble is to walk with no particular destination, to let a conversation go on for days and, like roses, to grow in the ‘wrong’ direction and be all the more beautiful for it. That is the path this co-creation between ASICS and the Story mfg. follows.  

The Story mfg. is a wife and husband team who believe fashion can be a form of social activism and can contribute to a positive future by using an earth-friendly approach. Convinced that making fashion should never mean a trade-off, they have joined forces with one of the world’s leading shoe brands, ASICS.

Together, they blend Story mfg.’s desire for authentic, conscious fashion with ASICS’ sportswear expertise. Rooted in ASICS’ Japanese heritage, the campaign follows a forager, a blacksmith, some dancers, some farmers and some cyclists, all photographed doing what they love, and shows what it means to ramble to your own drum, carrying with them a sense of liberty. 

The Story mfg. x ASICS GEL-TRANSCEND comes in two colors: one a combination of black and grey, the other a rich brown. Both have recycled synthetic leather overlays and the signature Story mfg. check, inspired by old hiking blankets. Even more incredible is the sole: aggressive but lightweight. It’s the kind of shoe that makes work easier on the feet. “Supple” and “grippy” are the words used to describe it. Perfect for those of us rambling on (perhaps a little too long). The photographed blacksmith says they made him sharpen 20 percent faster, and he even went as far as asking if he could keep a pair.

The Story mfg. x ASICS GEL-TRANSCEND will be available on storymfg.com from 11 November 2026 and from stockists worldwide on 20 November 2026 for €232,95.