Nike Virtual Studios collaborated with Konami for a Yu-Gi-Oh! collection primarily inspired by Joey Wheeler’s Air Muscle. For this collaboration, Nike make Joey Wheeler the hero featuring the Air Muscles as is portrayed straigt from the original manga and anime (a Japanese version and a global version), as well as an apparel collection that features a varsity jacket and a Red Eyes Black Dragon and Swoosh t-shirt. 

To show nostalgia and authenticity, the shoe box 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. There are two versions of the shoe box — the Japan release (grey box) and the global release (green box).

The varsity jacket was designed with the thought — what if Nike sponsored Domino High School (the high school that Joey and friends attended) and it’s athletes? The patches that comes with the jacket tells a story that represents Joey’s battles throughout the Yu-Gi-Oh! manga and anime — How did Joey start dueling? Which team/club would Joey join? Which duels did Joey win? Which symbols best represented Joey and his monsters? The jacket comes with a number of patches sewn on them, as well as a packet of patches that could also be sewn on.

The campaign consisted of a video that launched the campaign featuring a mesh of Yu-Gi-Oh! Joey moments (english version and a Japanese version), an unboxing video, AR posters plastered all over the streets of Tokyo, and a physical activation in Tokyo.

Thank you to the Nike Virtual Studios team, Konami team, and Nike Japan!