Nike x G Dragon
Nike and G-Dragon teamed up to reinvent the legendary Air Force 1, creating a sneaker as daring as its muse. Inspired by G-Dragon’s mythology, a kaleidoscopic Utopia bursting from the shadows, Jenn Lee and I joined creative forces to shape a visual identity. Together, we crafted a graphic language, look and feel, and typography system that brought G-Dragon’s Nike universe to life, from electrifying campaign visuals to a launch event that was anything but ordinary.
The G-Dragon x AF1 wasn’t just a shoe; it was a story in motion. The sneaker’s concept was as bold as G-Dragon himself: a black upper layer designed to crack and peel away over time, revealing a hidden layer underneath, a vibrant painting by G-Dragon. The black surface symbolized the “Paranoise” of everyday life, while the artwork beneath represented his vision of a beautiful utopia waiting to break through. In other words, the more you wore the shoe, the closer you got to G-Dragon’s world.
Our campaign captured this Paranoise spirit through the lens of sport, spotlighting G-Dragon’s roles as artist, musician, and fashion trailblazer. The digital launch set the hype in motion, but the real showstopper was the activation at Seoul Olympic Park. There, attendees didn’t just witness G-Dragon’s vision; they stepped right into it. Guests wandered through immersive installations, interactive art, and live performances, each corner designed to blur the line between reality and G-Dragon’s Utopian imagination. For one night, fans weren’t just spectators; they became citizens of G-Dragon’s world, peeling back the layers of the ordinary to discover the extraordinary.
Photographer: Unruh & Jones
Set Design: James Dean
Services: Art Direction, Concept Development, Creative Direction, Graphic Design
Nike and G-Dragon teamed up to reinvent the legendary Air Force 1, creating a sneaker as daring as its muse. Inspired by G-Dragon’s mythology, a kaleidoscopic Utopia bursting from the shadows, Jenn Lee and I joined creative forces to shape a visual identity. Together, we crafted a graphic language, look and feel, and typography system that brought G-Dragon’s Nike universe to life, from electrifying campaign visuals to a launch event that was anything but ordinary.
The G-Dragon x AF1 wasn’t just a shoe; it was a story in motion. The sneaker’s concept was as bold as G-Dragon himself: a black upper layer designed to crack and peel away over time, revealing a hidden layer underneath, a vibrant painting by G-Dragon. The black surface symbolized the “Paranoise” of everyday life, while the artwork beneath represented his vision of a beautiful utopia waiting to break through. In other words, the more you wore the shoe, the closer you got to G-Dragon’s world.
Our campaign captured this Paranoise spirit through the lens of sport, spotlighting G-Dragon’s roles as artist, musician, and fashion trailblazer. The digital launch set the hype in motion, but the real showstopper was the activation at Seoul Olympic Park. There, attendees didn’t just witness G-Dragon’s vision; they stepped right into it. Guests wandered through immersive installations, interactive art, and live performances, each corner designed to blur the line between reality and G-Dragon’s Utopian imagination. For one night, fans weren’t just spectators; they became citizens of G-Dragon’s world, peeling back the layers of the ordinary to discover the extraordinary.
Photographer: Unruh & Jones
Set Design: James Dean
Services: Art Direction, Concept Development, Creative Direction, Graphic Design
To celebrate the launch of the Peaceminusone x Nike Air Force 1 collaboration, G-Dragon donated a customized basketball court to his community at Seoul’s Olympic Park. He selected this location, which holds historical significance from the 1988 Seoul Olympics, as it symbolizes the pursuit of peace and unity through sports. After the launch, G-Dragon and Nike announced their initiative to inspire the youth of Seoul with this unique basketball court. As the first art court in South Korea, it features sidelines adorned with the phrase “THE FLOWER IS THE YOUTH OF LIFE,” and Nike's “JUST DO IT” slogan is creatively expressed in Hangul on the hoop backboard.
