At the end of the 1980s, when the market leaders in the running shoe segment were constantly trying to outdo each other in terms of technical innovations, the Japanese company Onitsuka developed its very own concept of how a running shoe should look and perform. The cornerstone was laid in 1986 with the first-time integration of gel cushioning, which was used in the Asics GT-II. Over the years a sneaker lineup evolved, reaching its zenith in 1990 in the form of the Asics Gel-Lyte III. Compared to its forerunners, all of the proven Asics accomplishments at that time came together in the Gel-Lyte III, such as the tri-density compression molded EVA midsole, the Asics Gel cushioning and, of course, the split tongue. The latter feature did not only provide an optimum fit, but also made the shoe visibly stand out against its competitors. Paired with the classic colorways that were typical of the time, the shoe rapidly established itself in the running sector. It was also increasingly discovered, for instance, by the hip-hop culture and rocked the streets. 2007 saw the first collab of the Gel-Lyte III with the Dutch sneaker store Patta, which got the success story off to a start and generated an ever-growing fan community.