After dropping his first collaboration with footwear brand Asics at the beginning of last year, London-based designer Kiko Kostadinov has been releasing a number of new silhouettes that toe the line between dad style and the ugly sneaker trend. 

His latest style – entitled Sokat (meaning Tug of War in Basque) – is the first in the ongoing collaboration with a full gel technology midsole. “There was a real dedication from both sides to create a new form utilising exciting elements,” the designer tells us.

Coming in three colourways (green, purple, and grey) the collection is shot by photographer Frank Lebon – somebody Kostadinov has been a fan of since he was at Central Saint Martins. “His level of commitment and analog process helped elevate the visuals to a completely new level, which I believe is very exciting for such a collaboration,” he says. 

With art direction courtesy of Dazed’s Jamie Andrew Reid, the images feature an athlete modelling the trainers with tips on how to run properly or how to tie your laces – cut-and-paste style collage-like images also appear. “There is a humorous side to the images and the video, which I believe is really hard to execute without looking too try-hard or simply stupid – not many people can do that like the Lebon’s family.” 

Along with the Sokat, Kostadinov has also released a small capsule of clothing to accompany the new release. A windbreaker and nylon trousers come in black and neon orange, as well as a sweater with geometric detailing.