JENN J LEE

AIRFORCE 1 X G-DRAGON ‘PARANOISE’

Nike collaborated with G-Dragon to launch his own iconic Air Force 1 as part of the Battle Force program. The creative direction was rooted in G-Dragon’s personal mythology, a vision of a colorful utopia emerging from darkness. We translated the concept into a full visual system, including the graphic language, look and feel, and typography. We brought it to life in a tactical medium at the launch event hosted in Seoul, Korea.

For the Paranoise x AF1 launch, we built a world that reflected G-Dragon’s identity as an artist, musician, and fashion icon, filtered through the lens of sport. The campaign came to life across still and motion visuals and transformed in a large-scale activation at Seoul Olympic Park. Consumers were invited into a fully immersive experience shaped by G-Dragon’s utopian vision that blends sport, culture, art, and self-expression.

Credits

Event: Nike Korea
Product Photography: Unruh + Jones
Product Set Design: Jamie Dean
AV: Hello Scholar (Gentleman’s Scholar)
AV Compositor: Tsuyoshi Kobayashi
AV 3D AnimatorL Bri Meyer

Collaborators: Demetrius May, Nike Korea

During the celebration, several artists collaborated with G-Dragon in a live painting performance, showcasing the intricate brushwork beneath the distinctive black design of his PEACEMINUSONE x Nike Air Force 1 shoes. G-Dragon also customized a selection of blank, white AF1 sneakers on-site, which he later gifted to fans who won them through a raffle-style contest.

To launch the PEACEMINUSONE x Nike Air Force 1, G-Dragon donated a custom art basketball court to his community at Seoul’s Olympic Park — a site chosen for its symbolic ties to peace, unity, and the legacy of the 1988 Olympics. As South Korea’s first art court, it was designed to inspire local youth and features hand-painted details, including the phrase “THE FLOWER IS THE YOUTH OF LIFE” and Nike’s “JUST DO IT” slogan rendered in Hangul on the backboard.

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