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 partnership narrative centers on Joey Wheeler as an "Unbelievable Hero," celebrating his relentless dedication, unshakable confidence, and the countless obstacles he’s overcome.
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.
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“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.”
“Joey steps into the spotlight as a Nike athlete, defined not just by talent, but by the values that drive him—confidence, strategy, teamwork, risk-taking, and perseverance. These qualities have shaped his journey and align seamlessly with Nike’s legacy of championing those who push limits and rise through resilience. Joey doesn’t just represent the brand—he lives it.”
“Global Anime inspired shoe”
“The packaging was inspired by Yu-Gi-Oh!’s Joey card starter deck packaging, featuring a visual of Joey Wheeler and a window on the lid that displays a Yu-Gi-Oh! x Nike trading card. ”
“This marks the 1st time where Konami has collaborated with another brand to create and integrate playable cards.”
“The Yu-Gi-Oh! trading card game, developed and published by Konami, is a collectible card game inspired by the manga series Yu-Gi-Oh! by Kazuki Takahashi. It currently holds two world records for hosting the largest trading card game tournaments in history.
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“In the anime, the summoned monsters emerge by bursting through cards into real space — inspiring Nike’s 3D billboards and global AR posters.”
“The apparel collection is inspired by Domino High School within the Yu-Gi-Oh! universe.”
“The custom patchwork represents Joey’s battles throughout the Yu-Gi-Oh! manga and anime series”
“Japan Exclusive Manga inspired shoe”
“A Tokyo exclusive “House of Duel” Nike x Yu-Gi-Oh! pop-up celebrates the collaborative collection inspired by Joey Wheeler, known as Katsuya Jonouchi in Japan.”
“The Japan exclusive colorway available now on Fortnite ”
