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NIKE Tokyo Design Studio wanted to explore the intersections of street wear, creativity, and sports among Japanese youth.
INTO was commissioned for a visual and story-led exploration in the heart of Tokyo. This project had two main objectives. First, to explore where and how young people hang out, what matters to them, and how they express themselves within their communities. Second, to document urban sportswear culture as visual inspiration for a limited-edition sneaker release. Our team set out to find unexpected places where sports, style, and creativity coincide.
THE JOURNEY: PHOTO BOOK
NTO produced a hero photo-book that portrays youth and movements in Tokyo’s neighbourhoods. ‘The Journey’ (limited edition, 250 in print) has 300 pages and contains more than 200 original photos.
CULTURE MAPPING
Through on-the-ground exploration, INTO found and spent time in unique locations across Tokyo where creativity and identity interlace. In one of these cultural hubs, Tokyo’s business district after dark, young people congregate to rehearse and perform hip-hop choreography. INTO spent time on the ground and delivered valuable insights into how culture and creativity interact with physical space in Tokyo.
VISUAL INSPIRATION
INTO provided Nike with thousands of photos and a series of documentary shorts on Tokyo’s sports scene and youth subcultures.
AUTHENTIC, AUDIENCE-READY CONTENT
This project provided visual inspiration for the new limited edition Nippon sneaker line, Nike Air Force 1, and the TDS (Tokyo Design Studio) limited edition urban sportswear collection.
The photos and videos were used to inspire the design and merchandising teams at Nike, and they also influenced campaigns and the flagship stores in Tokyo, Japan and Portland, USA. among others.
“Innovation that challenges the industry and moves the game forward, telling the story of our heritage through sport.”
