DUBAI, UAE – Sneakers aren’t just shoes—they’re culture, status, and a way of life. In the GCC, the hype is real, with drops selling out in seconds and events like Sole DXB and Sneaker Con Riyadh drawing massive crowds.
Now, Nissan is stepping into that world with the Kicks Key, a sneaker tag that also works as a car key. Inspired by exclusive sneaker drops, only 50 Kicks Keys were made, reserved exclusively for the first buyers of the all-new Nissan Kicks. No restocks. No second chances. Once they were gone, they were gone.
“The design of the all-new Nissan Kicks is inspired by sneakers, with forms and textures drawn directly from shoe design,” says Hossam Al Saeed, Nissan Marketing Manager. “So, we thought—why not take it a step further and create something that connects back to streetwear culture in a way that feels fresh, exclusive, and true to the community?”
Developed in collaboration with Digitas Dubai, the Kicks Key was created to bridge fashion, function, and mobility. Built with hands-free wireless technology, it transforms a sneaker tag into a fully functional car key, seamlessly integrating streetwear aesthetics with everyday tech.
“We put together two completely different worlds: automotive tech and streetwear culture. Taking advantage of a piece all car brands take for granted to create a fashion statement that only a car called ‘Kicks’ could claim” adds Pierre Farra, Deputy General Brand Manager.
This initiative is part of Nissan’s efforts to connect the Nissan Kicks with Gen Z, creating innovative brand experiences that don’t just unlock cars—they unlock culture.
CREDITS
Business Lead: Nour Abou Alwan
Creative Direction: Caio Gandolfi, Eduardo Castello Branco, Rodrigo Rocha
Product Design: Renata Moura Studio
Strategy: Sameer Islam
Client Servicing: Laura Abou-Zaraa, Lucas Rodrigues
CX: Marie-Line Hindi, Nada Abboud
Designer: Joe Karam
Motion Designer: Gregorio Szalontai
Production (Publicis Groupe): Sarah Arslan, Shereen Mostafa, Sylvia Trinidade
Photography – I’m Blue I’m Pink
Client approval (Nissan Middle East): Azin Khadem, Hossam Alsaeed, Pierre Farra
