​The Yomiuri Giants represent strict tradition. Air Max represents counter culture. The challenge for this inaugural partnership was to bridge the gap between Japan’s most historic baseball team and the rebellious heritage of the sneaker world without alienating the core fanbase.

​We built the campaign around the concept "ちがいを、履きこなせ。" (Wear the Difference). We stripped away the uniforms and directed the team's top stars to pose as models for the first time. By including the first female baseball players on the same main stage, we made a visual declaration that being a pioneer means embracing what makes you distinct. The collection sold out in minutes.