ASICS, the iconic Japanese sneakers brand, set out to revive the Skyhand OG, a classic silhouette rooted in handball heritage, and reframe it as more than just retro style but as a canvas for creative expression. The challenge wasn’t simply launching a shoe, but making it feel at home within Jakarta’s fast-moving creative culture, where self-expression is both shared and personal. With #MoveYourMindWithASICS, we aimed to deepen the brand’s #SoundMindSoundBody philosophy by positioning Skyhand OG as a spark for creativity, connecting ASICS to the local scene through real community stories and spaces. To bring this idea to life, Studio 1212 created a takeover at ROW 9 Blok M, one of Jakarta’s liveliest creative hubs.

Each floor became a space to spark new ideas, brought to life in collaboration with ROW 9’s existing tenants. We launched special menu collaborations inspired by the sneakers, a nail art workshop, a custom photobooth frame, and a dance battle area. As the main highlight, we made an ASICS Hub area showcasing art installations by rising local artists responding to the Skyhand OG, along with personal color analysis workshops and a customization station where visitors could reimagine the shoes themselves. Each element wove style, taste, and self-expression into the experience. To guide visitors through every floor, we built a Personality Quiz on ASICS.co.id where they could track activities and unlock Creative Characters tied to the shoe. Over two days, the event drew 2,000+ visitors and over 300 workshop participants, turning Skyhand OG into more than something to wear, but part of Jakarta’s creative scene.