Arab News Japan

ABU DHABI: The bustling energy of Tokyo’s iconic Akihabara district is landing in the UAE this April, as ASICS Sportstyle and JD Sports team up for a bold, immersive experience at Abu Dhabi’s music festival BRED 2025.

Running from April 23 to 27 at Abu Dhabi’s Yas Bay Waterfront, the two brands are unveiling a concept booth inspired by a retro Japanese train station.

Designed to echo the sights and sounds of Tokyo’s Akihabara Station, the installation blends Japanese street culture, gaming nostalgia and cutting-edge sneaker fashion.

The booth, which recreates an underground Tokyo train experience, will feature authentic interiors, lighting, signage and soundscapes. It reflects ASICS’ deep roots in Japanese design while appealing to a global audience of sneaker enthusiasts and pop culture fans.

Among the event’s biggest draws is the launch of several updated colourways from ASICS’ popular models, including the GEL-Kayano 14, GEL-NYC, GEL-Quantum Series, and GEL-1130, as well as the global debut of the new GEL-Kinetic Fluent.

Exclusive to BRED, the GEL-SEKIRAN sneaker will also make its worldwide premiere, available only through JD Sports.

Organizers say the activation is more than just a brand showcase, it’s a celebration of global sneaker culture and youth innovation.

BRED Abu Dhabi, now in its latest edition, continues to grow as a major cultural festival blending fashion, music, art and design.