This project is a conceptual digital mock-up created for academic and portfolio purposes. It is not affiliated with, endorsed by, or intended for any commercial use by Nike.
“Street Veins” is a conceptual collaboration between Nike and Julius_7, a Tokyo-based dark avant-garde brand. The project presents digitally designed products that will appear as limited-edition game skins in GTA, Call of Duty, and Fall Guys, alongside an offline virtual try-on experience.
This collaboration aims to merge Nike’s sports DNA and boundary-pushing spirit with Julius_7’s dark, post-industrial, and underground aesthetics, expressing a rebellious energy born from the streets.
The project has three main goals:
Break boundaries — through collaboration with a rebellious brand, Nike can bring a more youthful and trend-driven identity and attract younger consumers.
Strengthen storytelling — communicate Nike’s brand values and athletic spirit through the theme of “breaking limits.”
Bridge digital and physical — realize profit and engagement through digital sales, in-game releases, VR experiences, and selective physical production.
AI DRIVEn
This project explores multiple AI systems and software. In the process of transforming hand-drawn sketches into tangible forms, each AI demonstrates its own strengths. The rapidly generated models and rendering references help narrow down the final scope and direction, eliminating most designs and keeping only those worth developing, thus providing guidance and reference for the next stage of modeling.