This April, ASICS Sportstyle and JD Sports are taking over BRED Abu Dhabi 2025 with an immersive concept booth that transports guests straight from the UAE to the electric heart of Tokyo. Inspired by Tokyo’s legendaryAkihabara Station, the brands are unveiling a one-of-a-kind cultural crossover designed like a retro Japanese train—blending street culture, gaming nostalgia, and futuristic fashion into one unforgettable journey.
From April 23–27, visitors to Yas Bay will step into a bold reimagining of Tokyo’s underground scene—complete with authentic train interiors, signage, lighting, and sound—all channelling ASICS’ heritage of innovation and youth-focused design.
Fans will also get first access to colour updates of ASICS’ best-selling models—GEL-Kayano 14, GEL-NYC, GEL-Quantum Series, and GEL-1130—as well as the debut of the new GEL-Kinetic Fluent, launching at BRED. Adding even more excitement to the line-up, BRED will also host the Global JD Sports-exclusive launch of the GEL-SEKIRAN. Available first at this event, the sneaker brings together retro energy and bold design in a silhouette destined to stand out.
Key highlights of the booth include:
- Gashapon Vending Experience – Engage with interactive moments throughout the booth to collect tokens, which can be exchanged for limited-edition ASICS merchandise. Guests also have the chance to win JD Sports vouchers or Golden Tickets—exclusive rewards for OneASICS members (redeemable on asics.com)
- Custom Nail Gemification with JARC– Book one of 20 daily appointments through social sign-up for a custom ASICS-themed manicure, complete with mini charms created by renowned nail artists, merging beauty with brand expression.
- Arcade Game Zone – Dive into a dedicated gaming zone featuring beloved titles like Street Fighter and Mario Kart. Top scores unlock exclusive rewards, adding a competitive edge to the nostalgic fun!
- Evening DJ Sets and Bar – From 8 PM to 2 AM, the booth transforms into a high-energy nightspot with curated DJ performances and an open bar—bringing Tokyo’s vibrant underground scene to life in Abu Dhabi.
Blending the soul of Japanese streetwear with the global heartbeat of sneaker culture, this bold collaboration between ASICS Sportstyle and JD Sports is a celebration of style, innovation, and community. From exclusive drops to member-only rewards and immersive, Instagram-worthy moments, this promises a journey through modern Japan like never before.
Dates: 23rd to 27th April 2025
Location: Bred Abu Dhabi, Yas Bay Waterfront
