AF1 x G-DRAGON PARANOISE
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 that features a vibrant and colorful Utopia emerging from darkness. We applied this concept to develop an overall graphic language, look and feel and typography system. G Dragon’s Nike world was brought to life through campaign static and motion assets and culminated 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, as well as 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 offered consumers a chance to immerse themselves in a utopian experience through G-Dragon’s unique perspective.
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, as well as 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 offered consumers a chance to immerse themselves in a utopian experience through G-Dragon’s unique perspective.
Product Photographer: Unruh + Jones
Prop Stylist: Jamie Dean
Stop Motion: Gentlemen’s Scholar
Collaborators: Demetrius May, Nike Korea
Prop Stylist: Jamie Dean
Stop Motion: Gentlemen’s Scholar
Collaborators: Demetrius May, Nike Korea
Campaign Captures
Launch Activation
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.
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.
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.
