Nike x G Dragon
Nike collaborated with G Dragon to create his own iconic Air Force 1 through the Battle Force program. The key visual concept came from G Dragon’s own mythology, which features a vibrant and colorful Utopia emerging from darkness. Jenn Lee and I worked together to develop an overall graphic language, look and feel, and typography system. G Dragon’s Nike world was brought to life through static and motion assets in the campaign, culminating in a launch event in Seoul.
For the launch of Paranoise x AF1 collaboration, we created a world that aligned to G-Dragon’s Paranoise through the lens of sport.
We explored the world of G-Dragon, highlighting his multifaceted roles as an artist, musician, and fashion icon and his vision of utopia that merges pop culture with modern art. We launched the collaboration by announcing it on our digital platforms and maintained the excitement with an activation event at Seoul Olympic Park in Seoul, Korea. This event allowed consumers to immerse themselves in a utopian experience through G-Dragon’s unique perspective.
Photographer: Unruh & Jones
Set Design: James Dean
Services: Art Direction, Concept Development, Creative Direction, Graphic Design
Nike collaborated with G Dragon to create his own iconic Air Force 1 through the Battle Force program. The key visual concept came from G Dragon’s own mythology, which features a vibrant and colorful Utopia emerging from darkness. Jenn Lee and I worked together to develop an overall graphic language, look and feel, and typography system. G Dragon’s Nike world was brought to life through static and motion assets in the campaign, culminating in a launch event in Seoul.
For the launch of Paranoise x AF1 collaboration, we created a world that aligned to G-Dragon’s Paranoise through the lens of sport.
We explored the world of G-Dragon, highlighting his multifaceted roles as an artist, musician, and fashion icon and his vision of utopia that merges pop culture with modern art. We launched the collaboration by announcing it on our digital platforms and maintained the excitement with an activation event at Seoul Olympic Park in Seoul, Korea. This event allowed consumers to immerse themselves in a utopian experience through G-Dragon’s unique perspective.
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.
