Every city needs a hero. Philadelphia has Big Dom. For the launch of the ASICS GEL-NYC 2.0 “GEL-PHL,” Lapstone & Hammer celebrates Dom “Big Dom” DiSandro through a larger-than-life campaign with a simple idea at its heart: a local hero is someone who always shows up for his people.
Launching this Saturday, October 3, at 10AM ET, exclusively at Lapstone & Hammer, this special release pairs an Everglade green suede upper with a story of loyalty, protection, and hometown pride. Each pair includes a complimentary cornicello charm set inspired by the signature gold charm Dom wears around his neck daily.
The campaign celebrates Dom not simply as Philly’s own “most interesting man in the world,” but as someone whose importance comes from his connection to the people around him. His loyalty is active. He helps. He shows up. He looks out for his community. The short film at the center of this project takes that spirit to comic extremes while keeping its heart firmly rooted in the city we call home.
The sneaker gives that hometown story a physical identity. GEL-PHL takes the ASICS GEL NYC 2.0 through Lapstone & Hammer’s Philadelphia lens, with Everglade green suede establishing the release’s signature look. The name makes the intention clear: a shoe that carries a piece of Philadelphia wherever it goes.
Philly legend Dave O also stars in the campaign, with a special cameo appearance by Dom’s good friend Pete Davidson. Pete and Dave’s appearance brings real-life friendship nto the story, adding another personal dimension to a project built around loyalty and connection.
That personal connection continues through the complimentary cornicello charm set included with every pair. Inspired by Big Dom’s signature gold cornicello, the set features a gold horn-shaped Italian charm, traditionally associated with protection and good fortune. It creates a meaningful bridge between Dom’s Italian heritage, his role as head of security, and his place as the hero of the campaign.
Tradition holds that the cornicello is most meaningful when it is given. In that spirit, Lapstone & Hammer is gifting one charm set with each pair of GEL-PHL purchased. More than a finishing detail, it is a gesture of care—a way to share something personal to Dom with the community this project celebrates.
“GEL-PHL” brings together a Philadelphia story, a familiar face, and a reminder that heroism does not always need to be larger than life. Sometimes, it is simply being there when someone needs you.
The ASICS GEL-NYC 2.0 “GEL-PHL” launches Saturday, October 3, 2026, at 10 AM ET, exclusively in-store at Lapstone & Hammer and online at lapstoneandhammer.com. Retail price: $155.
One cornicello charm set is included free with each pair purchased from Lapstone.
FOUNDER QUOTE
“Philadelphia has a way of making things its own. The GEL-PHL is our expression of that. The everglade green gives it an immediate connection to the city, but the story goes deeper than that. It’s about loyalty, looking out for your people, and carrying a piece of home with you. That’s what makes Big Dom such a natural part of this project. The cornicello is something personal to him, and giving one with every pair purchased from LAPSTONE lets us share that meaning with our community.”
— Brian Nadav, Founder, Lapstone & Hammer
Photos by Evan Kaucher
