Yu-Gi-Oh! x Nike Air Max 95
Bringing a legend out of the manga and onto the streets of Tokyo.
For the first time ever, we bridged the world of Duel Monsters with the heritage of Air Max 95 and turned a 2D fiction into a physical reality..
Role: Creative Director / Art Direction, Design, Copy
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In the original manga, the character Jonouchi wears the Air Max 95. For decades, this connection remained a piece of fan lore. The challenge was to officialize this legend and translate a 2D drawing into a physical product that honored both the sneaker heritage and the intense loyalty of the anime fandom.
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We didn't just color a shoe. We reverse-engineered a memory. We designed the silhouette to match the manga’s specific "Air Muscle" details and reimagined the packaging as a playable card deck. To launch, we hijacked Harajuku with a poster campaign so coveted that the art was stolen off the walls and resold. This energy culminated at the "House of Duel", an immersive event that turned the neighborhood into a living arcade.
![[確認用]ローヤルタウン神宮前_1@0.2.png](https://images.squarespace-cdn.com/content/v1/667e193041bfbb63f7e688c1/d315fdd3-20f8-4372-9e9e-7415c1dd2ac7/%5B%E7%A2%BA%E8%AA%8D%E7%94%A8%5D%E3%83%AD%E3%83%BC%E3%83%A4%E3%83%AB%E3%82%BF%E3%82%A6%E3%83%B3%E7%A5%9E%E5%AE%AE%E5%89%8D_1%400.2.png)
![[確認用]オモカド① _2@0.5x.png](https://images.squarespace-cdn.com/content/v1/667e193041bfbb63f7e688c1/b4b0f491-b71b-44cc-a3ba-ee7124b76f99/%5B%E7%A2%BA%E8%AA%8D%E7%94%A8%5D%E3%82%AA%E3%83%A2%E3%82%AB%E3%83%88%E3%82%99%E2%91%A0+_2%400.5x.png)
![[確認用]オモカド① _1@0.5x.png](https://images.squarespace-cdn.com/content/v1/667e193041bfbb63f7e688c1/f20c9dc3-c67e-4af0-a49b-d1f7228f05fe/%5B%E7%A2%BA%E8%AA%8D%E7%94%A8%5D%E3%82%AA%E3%83%A2%E3%82%AB%E3%83%88%E3%82%99%E2%91%A0+_1%400.5x.png)
House of Duel
We brought the game to life by orchestrating a physical takeover of Harajuku. It began with a street campaign so desirable that fans ripped posters off the walls to resell them within hours. This cultural energy culminated at the House of Duel, an immersive arena that transformed the neighborhood into a living arcade where the digital card game became a physical reality.
