In this project, we collaborated with ASICS and JW Customs to celebrate the journey from Kobe, Japan the birthplace of ASICS to New York, the global heart of streetwear and hip-hop, through an immersive storytelling and sneaker experience. Limited to only 20 handcrafted GEL-NYC ‘KB to NY’ pairs worldwide, the project blended collectible design with a real-life cultural event.

The client’s goal was to honor ASICS’ heritage while creating a highly engaging, community-driven experience that resonates with sneaker collectors and culture enthusiasts. Objectives included building a compelling narrative, fostering community engagement, and delivering a memorable, multi-sensory event that reflected both Japanese craftsmanship and New York street culture.

Our approach extended beyond design to full experiential execution. We developed the 3D world of OBI, teaser campaigns, branding, colorway design, and visual assets. We also produced a two-day in-person event at a local community café, including full décor, event assets, and a curated menu celebrating Japanese and New York culture. A private dinner for friends and family completed the experience, making every element of the project feel intentional, exclusive, and culturally immersive. The result is a project that combines storytelling, collectible design, and live experiences into a seamless cultural journey.