Arab News Japan

DUBAI: ASICS, the Japanese sports brand announced an exciting pop-up with SVD, the sneaker retailer partner, debuting exclusively at Bred Abu Dhabi from April 24-28.

This partnership will feature an expansive Japanese-inspired space, limited sneaker drops, immersive music showcases and a curated events program, making it a must-see experience for sneaker enthusiasts.

Taking place in the UAE’s capital, this five-day festival celebrates the fusion of global cultures through music, fashion, art and sports. Expanding upon this year’s event theme celebrating the fusion of cultures, ASICS will be bringing together its heritage of innovation and performance with SVD’s urban streetwear sensibilities.

Spanning across two floors, the installation will aesthetically blend classical Japanese architecture with industrial and brutalist European art while highlighting the latest ASICS drops and exclusive releases from SVD’s recent collaborations Needles, Hidden NY, WOODWOOD and Curation Models by Kiko Kostadinov Studio and ASICS.

Grounded in ASICS’ core philosophy of “Sound Mind, Sound Body,” the exclusive space will fuse a sleek, minimalist ambiance with a progressively disruptive atmosphere, mirroring the evolution of culture and design. Drawing inspiration from ASICS’ latest campaign promoting movement and its beneficial impact on both body and mind, the collaborative space invites visitors on an immersive journey through the concept of art in motion.

Key highlight includes an immersive circular space, Art in Motion where guests can discover special sneaker customisations by Ali Cha’aban, Junaynaah and Kickstq, complemented by talks and videos showcasing the designers’ journey on how design moves them.

Infusing the space with dance and movement, the pop-up also features an eclectic line-up of local DJs, exclusive parties hosted by Soho House, Green Room and House of Yanos.

The ASICS and SVD partnership at BRED Abu Dhabi will strengthen cultural exchange and creativity in the UAE.