Sneaker-LAH and ASICS partner up for MAMEE Monster-inspired shoes

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.

The ASICS SKYHAND OG “MAMEE MONSTER” takes inspiration from a fond childhood memory of enjoying the MAMEE MONSTER noodle snack after school, chasing down the “Roti Man” on his bike or stopping by a convenience store to grab a pack.

Don't miss: Why Mamee Monster believes turning back time will keep it relevant

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.

“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,” said Bryan Chin, founder of SneakerLAH.

“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,” said How Yuan Yi, chief marketing officer of MAMEE.

“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,” added Boon Tib Soom Nik, country manager of ASICS Malaysia.

The companies took to Instagram to share a sneak peek of the shoes. 

In the animated promotional video, MAMEE Monster is seen walking when a packet of MAMEE noodles suddenly falls in front of him. He tries to open it, but a shoe falls out of the packet instead. MAMEE Monster then puts on the shoes and being dancing around in it. 

"Mamee Monster | SneakerLAH | ASICS Skyhand OG “MAMEE Monster” sneaker will be dropping at SneakerLAH." it wrote in the caption. "Stay tuned for the full packaging reveal and detailed shots, coming soon."

While brand might be close to 50 years of age, its main target audience cuts across ages 18- to 35-year-old – many of whom have grown up with the snack. As such, keeping the old brand fresh is paramount to the longevity of the brand.

When it comes to creation of new ideas, MAMEE's chief marketing officer, How Yuan Yi says inspiration comes from all areas not just independent individuals. Other than looking at what else is present in the market, MAMEE also has a dedicated in-house R&D team who continuously innovate and improve the product to be a better version, she said in a conversation with MARKETING-INTERACTIVE last year. 

“Ideas are usually not formed independently but inspired by different forms and shapes,” said How at the time. 

She added that MAMEE has always embraced innovation and change – and that’s how the brand came around. While she did not share the investment the brand makes into digital, she added that it is an “essential percentage”, and digital marketing is an integrated part of marketing nature to connect with our consumer.

Social is also an area the company invests heavily into, explained How.

“We believe in listening to our consumers and also keeping in touch with trends and applying what we’re constantly learning to move things forward,” she said. Social media is also a big area of investment for the brand which prides itself to be a “trendsetter” to keep abreast with the latest developments in social conversations.

Referencing the collaboration with Malaysian lifestyle brand Oxwhitein 2020 where the two produced 900 limited-edition t-shirts, How said “We also do not settle for the usual but continue to explore exciting new flavours and bring them to the market for our consumers”.

MAMEE also collaborated with We Bare Bears to launch a new limited edition rendang flavoured Mamee as well. 

Related articles:
Mamee Monster brings back the nostalgia for Malaysians with retro packaging
Noodle brand Mamee Chef picks FCB Malaysia for relaunch
Mamee noodle boss: 'We ride on key trends. We don't try to create new ones'