KITH founder Ronnie Fieg has become a household name in the market that obsesses over the details and materials used on ’90s running sneakers, but his latest project evokes a time when his world was a much smaller piece of the footwear landscape. The year was 2005 and Nick Tershay—the founder of Diamond Supply Co. who’s commonly referred to as Nick Diamond—had just worked with Nike SB on a Dunk Low that set the standard for creativity on sneaker collaborations. The result was a luxurious pair of blue-and-black skate shoes that helped serve as a tipping point for a generation of footwear connoisseurs, which included Fieg. A decade has passed, and the “Diamond” theme is as recognizable now as it was back then. It’s a color combination that’s synonymous with Tershay’s legacy, but it’s also becoming part of Fieg’s. They have a collaboration with ASICS coming out on June 19 and they’re betting that “Diamond Blue” will be the cool shade of the summer.

Their project, which is centered around an ASICS Gel Saga and Gel-Lyte V, started to attract attention the day that a KITH and Diamond billboard appeared in Los Angeles and was posted on Instagram. The magnitude of Tershay and Fieg working together is immense, considering the depth of experience and cultural understanding that both men have, but it’s also a curious coupling for their respective fan bases.

Fieg is internationally known for his role in getting kids to trade in their Air Jordans for ASICS runners. His KITH clothing line also helped push the jogger pant—Fieg’s version is called the “Mercer”—into mainstream style along with an assortment of slim sweatpants and other athletic essentials. Tershay, on the other hand, started Diamond in 1998 so his friends—some of the biggest skaters of their era—could all be sponsored by the company. Behind bold graphics that were as bright as they were witty, his clothing line helped define 2000s streetwear.

Despite their categorical differences, Fieg and Tershay are still sneaker guys at the end of the day. Tershay owns his own sneaker line and Fieg has collaborated on releases that have become generational benchmarks, much like Tershay’s have. The “Salmon Toe” colorway is nearly as synonymous with Fieg as “Diamond Blue” with a hit of black is for Tershay. Now they’re embarking on a collection together, co-designing sneakers and apparel, and hoping that they can recapture a moment that helped them both get to where they are now. If their track records are taken into consideration, then Fieg and Tershay are sure to duplicate their prior successes. But they’ll first have to deal with their biggest critic: the Internet.