Brands
Jurassic sole Asics and doublet let dinosaurs loose on sneakers
MUMBAI: When sneakers bite back, you know fashion has gone full Jurassic. Asics Sportstyle has teamed up with Japanese fashion label doublet to launch the Gel-Quantum 360 I AMP, a playful, high-concept sneaker that brings the “world of the Jurassic period” to the street.
The collaboration leans unapologetically into spectacle. A bold graphic of a dinosaur’s head stretches across the upper, rendered using 3D printing to create a textured, reptilian skin-like surface. Adding to the illusion, three-dimensionally placed polyurethane elements make it appear as though the dinosaur’s outline is quite literally rising out of the shoe.
While the design is theatrical, the engineering stays true to Asics’ performance-led DNA. Beneath the prehistoric visuals lies the brand’s signature moulding precision and functional sports technology, blending technical credibility with doublet’s irreverent fashion language.
The storytelling extends to the sole. Inspired by the colours of dinosaur teeth and gums, the outsole reveals its cleverest trick when both shoes are brought together. Move the toes, and the pair appears to open and shut like a chomping dinosaur jaw, turning a simple foot movement into a visual gag.
Designed to inject play into everyday wear, the Gel-Quantum 360 I AMP invites sneakerheads to animate a dinosaur with every step. It’s a reminder that even the most ordinary moments can be transformed with a bit of imagination and in this case, a roar from the past.
With this collaboration, Asics SportStyle and doublet prove that performance footwear doesn’t have to take itself too seriously, especially when the end result lets Jurassic drama stomp straight into daily life.
Brands
Godrej clarifies ‘GI’ identifier after logo similarity debate
Says GI is not a logo, will not replace Godrej signature across products.
MUMBAI: In a branding storm where shapes did the talking, Godrej is now spelling things out. Godrej Industries Group (GIG) has issued a clarification on its newly introduced ‘GI’ identifier, addressing questions around its purpose and design following a wave of online criticism. At the centre of the debate were two concerns: whether the new mark replaces the long-standing Godrej logo, and whether its geometric design mirrors other corporate identities.
The company has drawn a clear line. The Godrej signature logo, it said, remains unchanged and continues to be the sole logo across all consumer-facing products and services. The ‘GI’ mark, by contrast, is not a logo but a corporate group identifier intended for use alongside the Godrej signature or company name, and aimed at stakeholders such as investors, media and talent rather than consumers.
The need for such a distinction stems from the 2024 restructuring of the broader Godrej Group into two separate business entities. With both continuing to operate under the same Godrej name and signature, the identifier is positioned as a way to differentiate the Godrej Industries Group at a corporate level.
The rollout, however, triggered a broader conversation on design originality. Critics pointed to similarities between the GI mark’s geometric composition and logos used by companies globally, raising questions about distinctiveness.
Responding to this, GIG said its intellectual property and legal review found that such overlaps are common in minimalist, geometry-led design systems. Basic forms such as circles and rectangles appear across dozens of brand identities worldwide, the company noted.
It added that the identifier emerged from an extensive design process and was chosen for its simplicity, allowing it to sit alongside the Godrej signature without competing visually. While acknowledging that elemental shapes may appear less distinctive in isolation, the group emphasised that the mark is part of a broader identity system that includes a custom typeface, sonic branding and other proprietary elements.
Following legal and ethical assessments, the company said it found no impediment to using the identifier, reiterating that the GI mark is a corporate tool not a consumer-facing symbol.
In short, the logo isn’t changing but the conversation around it certainly has.
