As a seasoned gamer and event enthusiast who’s been to a plethora of festivals around the globe, let me tell you, the Sole DXB festival in Dubai has certainly caught my attention! The collaboration between HIDDEN.NY and ASICS for this pop-up experience is nothing short of extraordinary.
At the premiere of Dubai’s Sole DXB festival featuring artists such as James Blake, Latto, the Roots, and others, HIDDEN.NY and ASICS constructed a unique pop-up event on the festival grounds for the first time.
A conspicuous structure adorned with logos familiar to both brands was built in the sandy desert landscape, serving as the venue for a pop-up event from December 13 to 16. Each day of this event is filled with planned activities such as workshops, unique product launches, and a covert socializing spot called a speakeasy, designed exclusively for guests.
Available for purchase are a limited number of ASICS Gel Venture 6 Shield sneakers from HIDDEN.NY, as well as clothing from the same brand and various other ASICS sneakers. If you manage to secure a pair of shoes, you’ll be given the opportunity to get a fossilized outsole footprint as a souvenir, fitting with the geological theme of this temporary event. Moreover, attendees can participate in screen-printing workshops where they can create their own co-branded t-shirts in HIDDEN.NY’s distinctive dark green color.
The partners went all-out on theatrics, extending to the invite, which included a HIDDEN.NY x ASICS hammer meant to break the rock-like invitation open.
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A post shared by ASICS SportStyle Middle East (@asics_sportstyle_me)
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2024-12-14 20:25