Hidden x NY Asics—GEL-Venture 6 Shield Global Launch Campaign

Project details

In December 2024, Hidden NY and Asics reunited for one of the most anticipated sneaker collaborations of the year – the GEL-Venture 6 Shield. SUB:BIO STUDIOS was engaged to lead the global digital launch campaign. Our challenge: to craft a narrative that would tease, ignite anticipation, and energise the global sneaker community in the lead-up to release.

Using CGI as our visual language, we created a campaign rooted in story – inspired by the natural world that shaped this shoe’s identity. At the heart of the concept was the turquoise stone: revered for centuries across North America and mirrored in the signature colourway of the silhouette. We built a world around it – raw terrain, open landscapes, and a digital homage to the outdoors, where this shoe’s DNA was meant to roam.

From myth to material, heritage to hype – the campaign bridged cultural symbolism and technical design to build desire from the ground up.