ASICS x NARUTO SHIPPUDEN
COLLABORATION • LICENSING • EXPERIENCE • AMPLIFICATION
Year
2022 - 2023
Role in project
DESIGN - STORY TELLING -MARKETING
Clients
asics
ABOUT THE PROJECT
An iconic two-year collab bridging sneaker culture and anime fandom
Designed by Sébastien Abdelhamid, the Asics x Naruto Shippuden collab became a cultural milestone merging sneaker culture with one of the world’s most beloved anime franchises.
Over 2 consecutive drops, the project captured fans’ imagination across Europe, the US and
beyond — proving the timeless power of Naruto and the cultural influence of Hype Notice.
2022 — Part I: 20th Anniversary Celebration
To celebrate the 20th anniversary of Naruto in France, we unveiled 3 exclusive pairs for the European market. The launch took place at the Grand Rex, Europe’s largest cinema, gathering +2400 guests and combining live culture and fan immersion: an anime-style opening created with rapper SAMS and producer Vladimir Cauchemar, as well as screenings, karaoke and a full-scale Ichiraku ramen stand.
RESULTS
• 5000 pre-orders
• 2 pairs sold out in 48 hours
• The third within a week
2022 — Part I: 20th Anniversary Celebration
The second chapter introduced new designs inspired by Sage Mode and the Pain Arc.
- EUROPE (2023): Sold out in 24h in stores (Courir) ; within hours online across Europe ;
in less than a minute on the Asics online store. - US (2024): A pop-up in LA drew massive crowds, with fans camping for +48 hours before release.
To amplify the launch, we produced a bold global campaign: immersive 3D
videos and a striking US ad shot in the desert, featuring the iconic twins from Breaking Bad.
