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

Malaysia’s streetwear convention Sneaker-Lah and shoe brand ASICS have teamed up with Malaysian noodle brand MAMEE's monster mascot for a special edition pair of shoes. 

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

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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."

The actual shoe has since been featured on MAMEE Monster's Instagram Stries. The shoe is white with pale yellow hues and features the MAMEE seasoning packet at the back, laces shaped like the MAMEE noodles and a picture of MAMEE monster with the word 'LAH' on it.

MARKETING-INTERACTIVE has reached out for more information. 

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. 

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