By Allison Watkinson
TLL Reporter
Konami Cross Media NY has partnered with Nike to create a new selection of Yu-Gi-Oh! inspired footwear and apparel.
The collection includes a replica of the NIKE Air Max 95 QS YGO shoe seen in Kazuki Takahashi’s Yu-Gi-Oh!.
It also features a line of complementary apparel that includes design inspiration from both brands.
Beginning on September 12, the products will be available across the globe in a Joey Wheeler themed colorway at SNKRS and select NIKE retail partners.
A Japan-exclusive Jonouchi-themed footwear and apparel colorway will be available on the same date at select retail locations across the country.
“At NIKE, we believe the future of sport is creative and unlimited in possibility, and we know that athletes draw inspiration from extraordinary sources in the video games they play and the anime they watch,” said Nike senior director, Dave Vericker. “We didn’t invent this lore: It was born organically from the community. Through our partnership with KONAMI, we wanted to show love to longtime fans and inspire the next generation by bringing a beloved, mythical story to life through design with these special Air Max 95s and a limited apparel collection.”
The collaboration is being promoted with a new advertising campaign that pays homage to the Yu-Gi-Oh! universe.
Featuring the original English and Japanese voice actors from the anime series, the advertising campaign includes a video trailer that debutes the licensed Yu-Gi-Oh! collection.
“The passion, care, and attention to detail NIKE brought to this Yu-Gi-Oh! collaboration has been extraordinary,” said Konami Cross Media NY SVP, Jennifer Coleman. “Their unique vision of Yu-Gi-Oh! characters and fans as athletes—combined with NIKE’s iconic marketing, footwear, and apparel design—will redefine how our audience connects with their favorites characters, especially Joey Wheeler.”
First launched as a manga series by Kazuki Takahashi, Yu-Gi-Oh! follows a young boy named Yugi Mutou who is possessed by an ancient spirit after activating an artifact called the Millennium Puzzle. Throughout the series, Yugi and his friends have to face numerous challengers who wield other Millenium artifacts through card-based Shadow games.
Since its debut, the Yu-Gi-Oh! IP has expanded into a global multi-media franchise that includes numerous manga volumes, anime series, feature films, trading card games, licensed consumer products and more. Konami Cross Media NY is responsible for handling the licensing rights for the Yu-Gi-Oh! franchise outside of Asia.
NIKE, Inc. is a global athletic apparel and footwear company comprised of the NIKE, Jordan and Converse brands.
Photo courtesy of Nike and Konami Cross Media NY, Inc.