In this project, we collaborated with ASICS to bring OBI, a unique 3D character and storytelling universe, to life through an exclusive limited-edition sneaker experience. Only 100 pairs of the ASICS Gel NYC ‘Master OBI’ were released worldwide, making the project as rare as it was immersive.

The client’s goal was to create a captivating narrative around OBI, a bunny who overcomes challenges to become Master OBI, and translate that story into a highly collectible, tangible product. Objectives included generating global buzz, creating an emotional connection with collectors, and delivering a fully immersive brand universe that extended beyond the sneaker itself.

Our approach was to develop the complete world-building and storytelling ecosystem for OBI. We designed the character in 3D, crafted marketing teasers, and oversaw the colorway and design of the sneaker. In addition, we created all branding, packaging, and collector elements, from the artfully designed sneaker box to hand-signed cards for buyers, ensuring a cohesive, premium, and highly shareable experience. The result is a fully realized narrative universe that merges storytelling, design, and exclusivity, turning Master OBI into a global collector’s icon.