For Dubai’s Sole DXB festival, which includes headliners like James Blake, Latto, the Roots, and more, HIDDEN.NY and ASICS built an inaugural pop-up experience at the festival site.
An all-white structure engraved with the recognizable word marks of both labels was erected in the desert terrain where the pop-up taking place from December 13 to 16. Each day the collaborators have planned out a program of workshops, exclusive product drops, and a hidden speakeasy space for guests to socialize.
Among the merchandise offered is a limited run of HIDDEN.NY ASICS Gel Venture 6 Shield sneakers, HIDDEN.NY apparel, and an array of inline Asics sneakers. Visitors who are lucky enough to get their hands on a pair of sneakers are invited to get an outsole footprint fossil souvenir, in line with the geological vibe of the pop-up. Additionally, screen-printing workshops allow participants to make co-branded tees in HIDDEN.NY’s signature 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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See the full program below:
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