Nike Turns Its ONE PIECE Collaboration Into a Multi-City Retail Adventure

Each shoe takes its cues from a different Devil Fruit in the series: Gum Gum, Ope Ope and Mera Mera. Nike’s .SWOOSH team extended those references into apparel, packaging and physical experiences.

In its account of the collaboration, Nike said the rollout includes activations in nearly two dozen cities, with Tokyo, Shanghai and Paris receiving different chapters rather than identical executions.

A collaboration designed as a journey In Harajuku, a Nike-branded Poneglyph appeared on Cat Street before the reveal, while the research-lab installation displayed the shoes as specimens.

A mirror inside the lid turns the buyer into a character on a wanted poster, and graphics across the three boxes connect when placed side by side. Those details give collectors a reason to engage with more than a single product image or release date…