NIKE ALTIUS
Nike SB (Skateboarding) and the Olympics have teamed up with a collaboration set to launch during the 2020 Games in Tokyo, Japan. The color scheme pays homage to the Japanese culture. As a nod to the skateboarding culture and its debut during the 2020 games, the “Altius” Dunk is also decorated with traditional Japanese patterns. Inspired by ancient Japanese warriors who dedicated their lives to mastering their profession, or "Shokunin", the Nike "Altius" Dunk sneakers and skateboard are made for the skaters who hit the ground running day and night by setting goals to the highest standard and being dedicated to the victory.
Winner: 2019 Red Dot Communication
Design Award (Group Project)
TARGET AUDIENCE
Millennials l Gen Z l Satori (Japanese Millennials & Gen Z)
COMPETITOR
CRUISER
SHOE COLLECTOR
ADRENALINE JUNKIE
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THE BIG IDEA
The tenacity embodied in the Shokunin mindset is one fixed on becoming a master of one's passions. To be a warrior is to be shokunin, it is a way of life. It is setting goals to the highest standard and being dedicated to the victory. Through the stages of SHOKUNIN, warriors follow a ritual path, a journey to victory.
SHOKUNIN
THE WARRIOR
The practice of Shokunin is the main philosophy of warriors. The purpose of Shokunin is elevating the areas of craftsmanship that you practice. Like Skateboarders, Warriors practice their skills until they believe that they perfected the skill to their liking. This can take weeks, months, and even years. But the goal is to disect each trick they are learning and really dive into make it their own.
NIKE SB "ALTIUS" DUNK
ALTIUS SKATEBOARDS
