Watanabe Creative

Nike x
Jordan Brand
React

Global Retail Directive

Role
Art Direction
3D Visualization
Credits
Axiom Custom Products
Photos by Sarah Abbott

Nike React tech is reimagined as a mass of unstoppable energy, engineered by the mad scientists of Nike. Fusing with sneaker soles, it springs forth from the lab and onto the court.

This playful origin story draws on the ideas of high-tech R&D and a material that provides explosive energy return.

emily-watanabe-jordan-react-final-01

Court imagery, dunking mannequins and custom backboards ensure sport is at the heart of the campaign.

With our directive as a guide, the Nike React campaign installed in stores worldwide.

emily-watanabe-jordan-react-recap-07
Role
Art Direction, 3D Visualization
Credits
Axiom Custom Products
Photos by Sarah Abbott

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