Nike Retail

Nike’s retail concept for the Air 100 transforms shopping into an art-walk through comfort. The creative execution taps into local Japanese illustrators, commissioning playful, surreal visuals that embody the ultra-cushy, cloud-like feel of the new sneaker. Instead of just telling consumers about comfort, the space shows it: walls, fixtures, and even floor graphics become immersive canvases of soft, exaggerated characters and dreamlike forms. In Japan, art and retail often blend into lifestyle experiences, and by collaborating with local illustrators, Nike roots global innovation in local creativity. The result is a store that doesn’t just launch a shoe—it launches a mood, a cushy world Gen-Z can step into, snap, and share. It’s not retail as usual—it’s retail as cultural canvas.