HIDDEN NY, initially known for its digital moodboard on Instagram, has evolved into a full-fledged brand, expanding its reach into the realm of footwear. The New York-based label has now collaborated with ASICS to reimagine the GEL-NYC model, adding to its growing list of popular footwear reworks.

The HIDDEN NY x ASICS GEL-NYC collaboration was first spotted on Colombian musician Feid, sparking interest and speculation. Contrary to initial reports of it being a one-of-one project, this collaboration is set for a wider release. The shoe features a white-colored mesh base, complemented by silver synthetic leather panels across the upper. The distinctive touch of HIDDEN NY is evident in the rich green contrast adorning the profile vector logos and midsole components. A closer look reveals a pixelated makeover of ASICS’ iconic logo, playfully acknowledging HIDDEN NY’s digital roots.

The GEL-cushioning of the shoe is highlighted with an eye-catching green flair, aligning with the other components. The performance-first sole unit adopts a grayscale arrangement, reminiscent of the 2000s aesthetic. HIDDEN NY’s final touches include its lowercase “h” on the toe tip and a reworked shoe box featuring co-branding and a grid pattern similar to “empty” layers in Photoshop and other image-editing software.


The HIDDEN NY x ASICS GEL-NYC is set to be released during March 2024 and will be available on both Hidden and asics.com. The retail price for this unique collaboration is set at $160 USD. Stay tuned to JustFreshKicks for more of the latest sneaker news, release dates, and restock alerts.

Color: White/Green-Metallic Silver
Style Code: 1201B001-100
Release Date: March 2024
Price: $160

UPDATE 1/8/24: Official photos of the upcoming Hidden NY x Asics GEL-NYC have surfaces this week, courtesy of @brandon1an. He has also stated they will release in March of 2024, from both partners’ websites as well as select retailers.