Yu-Gi-Oh! X Nike

There are countless stories of how manga and anime have embraced sneaker culture through unique storytelling. At the top of that lists sits Yu-Gi-Oh! and the integration of the Air Max 95, called "Air Muscle". This story is told in the manga as a reaction to the sneaker craze in Japan in the mid 90's, which made the Air Max 95 a global phenomenon.

The campaign narrative centers on Joey Wheeler as an "Unbelievable Hero," celebrating his relentless dedication, unshakable confidence, and the countless obstacles he’s overcome.

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Press: Coming soon

Client: Konami
Role: Creative Director
Team: Isaiah Andrew, Heena Chung, Koji Yamamoto, Nik Rupp, Logan Moy, Bre Maris, Bryce Wong, Nicole Chow, Franchec Crespo, Elijah Hatem, Sejun Park, Bianco bianco

“In the original manga, the Air Muscle is worn by Joey Wheeler, who gets mugged by a group called the “Muscle Hunters,” hired by a store clerk in a scheme to resell more shoes back to the group’s victims.

This story is told in the manga as a reaction to the sneaker craze in Japan in the mid 90’s, which made the Air Max 95 a global phenomenon.”

“The campaign highlights Joey’s growth through hard work and passion for his craft, mirroring the spirit of a true duelist and a Nike athlete.

Joey embodies qualities like confidence, strategy, teamwork, risk-taking, and perseverance—making him a perfect symbol of grit and greatness.”

“Japan Exclusive Manga inspired Air Muscle”

“The Yu-Gi-Oh trading card game is a collectible card game developed and published by Konami, based on the manga series Yu-Gi-Oh! created by Kazuki Takahashi.”