X2

Energy

Pre-heat thru NikeSeoul and
PeaceMinusOne

To amplify the campaign's central theme of "One Pulse", we selected Seoul's iconic 63Building as its physical beacon. Before unveiling the campaign assets, Nike and PeaceMinusOne introduced a teaser film that reimagined the building's facade as a virtual OOH installation, combining football-inspired storytelling with a bold expression of design innovation and cultural influence of our talents such as G-Dragon, Karina and HeeChan Hwang.

Launched across the NikeSeoul and PeaceMinusOne IG channels, the teaser captivated fans across football, culture and entertainment, generating significant buzz and heightening anticipation for PeaceMinusOne's X2 football journey originated from Seoul to the World.

Announcement thru NikeFootball,
NikeSportswear, PMO, KFA
& G Dragon

Directed by renowned visual artist Cho Gideon, the campaign transformed the distinctive energy of Korean football fans into a striking visual language, anchored by the bold red of the Korea National Team.

Bridging the emotional energy of the WC with Football's influence on culture and style, the campaign united a diverse cast of icons, including G-Dragon, Karina, HeeChan Hwang and DongGook Lee. Together, they embodied a shared passion for the game that transcend generations, disciplines, and audiences.

Unveiled across Nike Football, Nike Sportswear, KFA and talent's own social channels, the campaign quickly gained widespread attention, delivering some of the strongest engagement and cultural impact within the X2 campaign series.

X2 PMO SHOWCASE

Since opening in May 1985, the 63Building has stood as one of Seoul's most iconic landmarks. Yet despite its prominence on the city skyline, its uppermost floor had never been accessible to the public, having long been reserved for government and military purposes.

Before the official public opening of the top floor and rooftop, X2 PMO secured this rare opportunity to activate the space first as part of its storytelling platform. The takeover transformed the venue into a multi-dimensional brand experience, featuring product displays that communicated our core inspiration, an exhibition celebrating the history of KNT and local art, hands-on product trials, and even a one-time-only rooftop futsal pitch unlike anything previously seen in the city.

Situated nearly 250m above ground level, with sweeping panoramic views of Seoul, the venue itself left a lasting impression on visitors. The experience immediately generated reactions of surprise and admiration, delivering a level of scale, exclusivity, and cultural significance befitting the convergence of the Worldcup momentum, Nike and GD partnership.

The event offered special coaching sessions and match experiences for youth participants of 'WeMeetUp' of Nike Korea's SCI network. These created meaningful moments for our communities helping turn the space into more than an event venue, but a platform for inspiration that serves the future of sport.

The response was overwhelming. More than +4k visitor attended throughout the experience, validating both cultural relevance of the collaboration and power of truly once-in-a-lifetime experiences including +12k draw entries garnered at Popup event space.

X2 COLLECTION MEDIA SHOWROOM

The full X2 Collab Kits collection was unveiled in physical form to a select group of media partners at Circle81, Korea's Energy Space. Faithfully bringing to life the creative directives behind the complete collection, featuring Palace (England), Jacquemus (France), Patta (Netherlands), Nocta (Canada), Slawn (Nigeria) & PeaceMinusOne (Korea), the showcase aligned with the timing of the global storytelling journey to deliver both the elevated stature of the collaboration and the intricate craftsmanship of the products to key editorial audiences.

As a follow-up execution to the earlier PMO showcase, Korea Comms team leveraged a network of 32 media partners, including Vogue, W, GQ, Harper's Bazaar, Fastpaper, Arena Homme, Elle, Hypebeast, Eyes Mag, Le Syndrome, Marie Claire, Daily Fashion News, Dazed, and Daysee, generating more than 150 million impressions across earned media.

KFA SEEDING

COMMS

X2 PMO ANNOUNCEMENT

Ignited Nike Football energy through powerhouse Korean assets, including G-Dragon and KARINA, alongside national team striker Hwang Hee-chan, capturing the spirit of Team Korea. Consumer and media response was explosive, amplifying anticipation for the collaboration, the football journey, and the product, locking eyes squarely on Nike Football.

LINK TO COVERAGE

@HYPEBEAST

@WOMEN SENSE

@HISTOFIT

@HYPEBEAST

X2 PMO SHOWCASE COVERAGE

X2: Korea x PEACEMINUSONE event served as the first reveal of the collection, amplifying the One Pulse message and elevating football beyond sport into a culture of community and style. With the tiger, the emblem of Team Korea, as its central motif, the event embodied the collective spirit and cheering culture that unites the nation. An iconic moment where the product narrative landed with precision, drawing Korea's hypest media to the table and translating their content into powerful momentum, signaling the bold arrival of Nike Football in Korea.

@ONCURATION

@eyesmag

@TRIPGOING

X2 PMO SPECIAL EDITION WITH
EYESMAGAZINE

In partnership with EYESMAGAZINE, one of Korea's most influential digital media outlets, X2: Korea x PMO's digital campaign assets were transformed into a text-free, visually immersive physical newspaper, elevating the collection's visuals into a collectible art piece.

1,500 copies were distributed at 'House of Wild', Eyes Magazine's café in one of Seoul's most culturally vibrant neighborhoods, establishing a strategic IRL touchpoint with the core fashion and culture community.

The newspaper was also seeded to partner doors carrying the X2 collection, extending the brand experience to consumers at the point of purchase.

@DAILY FASHION NEWS

@eyesmag

@HYPEBEAST

@HYPEBEAST

X2 FULL COLLECTION MEDIA
SHOWCASE

Closing out the X2 activation, the media showcase served as the first offline unveil of the full X2 collection. Key media were invited for an exclusive preview and personalized seeding, creating a premium moment that deepened engagement with the brand.
The showcase successfully carried the energy beyond X2: Korea x PMO, broadening the spotlight to the full collection and securing sustained media momentum.

LINK TO COVERAGE

@DAILY FASHION NEWS

@eyesmag

@HYPEBEAST