Nike
Dynamic Land
3400
Visitors Checked-in
95
Media Coverage
120+
Influencers Visited
1.5M
User Engagements
An Immersive and Cultural Platform
Nike’s Air Max, once a symbol of innovation, was losing its appeal with Gen-Z. With the launch of Air Max Dn, Nike saw an opportunity to reconnect by creating an immersive platform called Dynamic Land—a space where Gen-Z could play, imagine, and explore their potential.
Dynamic Land took place across six global cities: New York, Paris, Chengdu, Tokyo, Johannesburg, and Seoul. What made this launch unique was Nike granting local teams full creative freedom to express their own branding and experiences under a unified theme.
My role: As the creative lead, I oversaw the creative direction from pitch through launch leading the creative team and presenting to the client. I worked with vendors and photographers, and made sure everything came together the way we envisioned.
CREATIVE LEAD
HAEHYUN PARK
ART DIRECTOR
NICCOLÒ GORFER
DESIGNERS
YOOIN CHO · DOYEON LEE
PRESS
VOGUE
VISLA
STREET
Branding
Seoul is renowned as one of the most fashionable and tech-savvy cities in the world. Inspired by these elements, we created a brand identity that feels both futuristic and innovative while exuding chic and stylish appeal.
Seoul Logo
Logo with other cities
Main KV
Support KV
Nike Channels
We promoted Dynamic Land through paid ads on Instagram and Nike’s official channels, including Nike Seoul’s Instagram and the Nike website.
Nike Website
Nike Seoul IG
Take Over
Paid on IG
Influencers
Over a hundred influencers (Nike catalysts), including NewJeans, visited during pre-open showing off their unreal, and stylish looks with the AirMax Dn. It generatesd1.5 million user engagements on social—and counting!
100+
Catalysts
95
Media Coverage
1.5M
Engagements
Dynamic Land
Since self-expression and personalization are central to Gen-Z culture, Dynamic Land was built as a journey through 8 unique, creative experiences—each designed to feel creatively engaging and emotionally expressive.
Each evening, the space came alive with music and performances curated by local artists, giving Gen-Z a place to connect and feel a sense of belonging.
↓ EXPERIENCES ↓
