W+K Tokyo

AF1 “1 LOVE”

Since its debut in 1982, the Air Force 1 has been a sneaker that epitomized the true meaning of the sport of basketball.

It has also become an integral part of the culture that surrounds the game. Since the days of Moses Malone, Michael Cooper, Jamaal Wilkes, Bobby Jones, Mychal Thompson, and Calvin Natt – the first NBA players chosen to wear the shoe on the court – the Air Force 1 has also become a shoe coveted by collectors and sneaker heads all over the world. Its unique status in both basketball and culture has made the AF1 a legend.

Nike celebrated the 25th anniversary of this iconic shoe across the globe in 2007. In Japan, we developed a Tokyo-specific street level campaign to celebrate the milestone. Nike and W+K collaborated to create the centrepiece of the campaign: a one-of-a-kind AF1 exclusive pop-up store called “1 Love” in Harajuku, Tokyo. Open for only 365 days, the store’s objective was to not only sell AF1’s, but educate the Japanese consumer on basketball and the cultural history of the shoe. The shop attracted 70,000 visitors and AF1 fans.

To convey the deep heritage of AF1, W+K created four information-rich free papers which were released bimonthly exclusively at the 1 Love shop. The free papers were 8 pages, printed on oversized paper, and based on various relevant AF1 themes.

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