G-SHOCK launches a new collection with Artie 5ive
G-SHOCK continues its journey in the world of music and announces its new ambassador Artie 5ive.
A collaboration born from a real and immediate affinity: on the one hand G-SHOCK, global icon of resistance and innovation, on the other Artie 5ive, an artist who has forged his path by transforming every obstacle into a springboard to success. Because being “unbreakable” doesn't mean dodging shocks, but absorbing them and converting them into epic opportunities.
From this shared vision, video and photographic storytelling comes to life “THE 5IVE GREATEST HITS”.
The concept unfolds in a visual journey that starts from the heart of Milan Bicoccafrom the iconic “5 streets of Bicocca”, where Artie 5ive grew up and where his roots remain strong. Streets, buildings and lived-in corners become powerful chapters: not only a portrait of who he is today, but a return to the origins that forged his path.
An authentic, empathetic and powerful communication campaign, supported by an introspective video and photo narrative that goes beyond the surface, where the essence of G-SHOCK merges with that of Artie 5ive: video frames and photographs that capture true emotions, anecdotes of life and curiosities, revealing not only the artist, but the man who embodies the unbreakable DNA of the brand.
The watches worn by Artie 5ive for this campaign mix iconic best-sellers of the brand, such as GM-2100 And GA-2100 in different color variations, combined with some new G-SHOCK products from the Spring/Summer 2026 collection: resistance, style and innovation on the artist's wrist.
