Frame was proud to operate the ASICS x Hidden booth at Sole DXB, a space where collaboration came alive under the desert sun.

An all-white structure engraved with the iconic wordmarks of ASICS and Hidden emerged in the midst of the desert, offering a curated experience from December 13 to 16. The collaborators designed a thoughtful program each day, including exclusive product drops, hands-on workshops, and a hidden speakeasy where guests could gather and connect.

Highlights included the limited-edition HIDDEN ASICS Gel Venture 6 Shield sneakers, HIDDEN apparel, and a range of inline ASICS footwear.

Lucky visitors who secured a pair of sneakers were invited to create their own outsole fossil souvenirs, a nod to the geological theme of the installation. Guests also had the chance to screen-print co-branded tees in Hidden.NY’s signature dark green.

From the theatrical invite—a rock-like package that required breaking open with a co-branded hammer—to the immersive pop-up design, ASICS and Hidden delivered an experience as memorable as it was innovative.