Since its birth in 1982, the all-white Nike AIR FORCE 1 sneakers not only revolutionized basketball as we know it, but also continues to inspire countless people from many cultures and backgrounds. While established as a street fashion essential, in Japan they tend to be regarded as simply just another shoe.

We portrayed the AIR FORCE 1s as more than just a fashion item, but as an iconic symbol of self-expression. The act of putting on a pair is a statement: A bold expression of one's passions, aesthetics, and way of life.

To celebrate the all-white Nike AIR FORCE 1's 35th anniversary, we created a special film portraying them as the iconic symbol of self-expression they have become. The film features dancer Koharu Sugawara, as it depicts her pursuit of self-expression, her passion for dancing, her strong determination to overcome any obstacle, and finally - at the height of her senses - the moment of her creative breakthrough. In every step of the way, the AIR FORCE 1s are with her. Invoking Koharu's intense passion and personality, the film depicts the act of wearing AIR FORCE 1s as a bold expression of one’s way of life.

We designed an integrated campaign based on the storytelling of “WEARING FORCE IS A STATEMENT,” centered around a special film featuring dancer Koharu Sugawara, that intimately depicts her creative process – expressing herself through dance and overcoming obstacles, while wearing the iconic white-on-whites – portraying the shoes as a symbol of self-expression.