2025 marks UK-based retailer END.’s 20th anniversary, and to celebrate, they’ve continued to team up with footwear brands across the industry. Marking their first 20th anniversary release with Asics, END. is tackling the ever-popular Gel-Nimbus 10.1 with a colorway inspired by late-night milk runs.
Glass milk bottles were common in the UK for decades, and to differentiate the milk (whole, skim, semi-skimmed, etc.), the aluminum foil tops used to seal the glass would come in different colors. A dark blue with silver stripes indicates skimmed milk, which must be a favorite of the designers at END., as the Gel-Nimbus 10.1 features a cream and white finish accented by navy blue details. The campaign also directly references this, with the pair being removed from a fridge surrounded by glass milk bottles with blue and silver tops.
