Nike TDS wanted a visual and story-led deep dive into Japanese youth and street culture to better understand where and how they hang out, what really matters to them and how they express themselves and their identity within their communities. INTO was asked to explore the stories of unexpected places where street style interacts with sports-culture, through photography, film and conversations that were to inspire a series of training shoes as part of Nike’s global collection. Japan, Nike Limited edition.
INTO went out to document urban sportswear culture at its intersection with creativity in the lives of youth in Tokyo, producing a series of photographs and videos capturing their experiences, interactions with their environment, and their expressions of freedom of creativity on the streets of this megacity.
Innovation that challenges the industry and moves the game forward, telling the story of our heritage through sport.