HIDDEN.NY and ASICS Set Up Shop in Dubai for Sole DXB Music Festival

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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HIDDEN.NY and ASICS Set Up Shop in Dubai for Sole DXB Music Festival

HIDDEN.NY and ASICS Set Up Shop in Dubai for Sole DXB Music Festival

HIDDEN.NY and ASICS Set Up Shop in Dubai for Sole DXB Music Festival

HIDDEN.NY and ASICS Set Up Shop in Dubai for Sole DXB Music Festival

HIDDEN.NY and ASICS Set Up Shop in Dubai for Sole DXB Music Festival