Nissan Kicks — Kicks Key created by Digitas Dubai.Nissan has launched the Kicks Key, a limited-edition sneaker tag that also functions as a car key, in an effort to connect streetwear culture and automotive tech.
With only 50 units produced, the Kicks Key was designed as an exclusive give away for sneakerhead early buyers of the all-new Nissan Kicks.
“The all-new Nissan KICKS takes direct inspiration from sneaker culture, with design elements influenced by the world of footwear,” says Hossam Al Saeed, General Manager – Brand & Customer Experience, Nissan Middle East. “So, we took it a step further, creating something that’s not just inspired by streetwear but actively connects with it in an exclusive, authentic way.”
Nissan’s Kicks Key draws inspiration from the world of sneaker collaborations, where the rarer the drop, the higher the hype. By tapping into this culture, the automotive brand’s strategy aims to not just launch a product, but create a collector’s item that blends fashion, function, and automotive innovation.
“We put together two completely different worlds: automotive tech and streetwear culture. Taking advantage of a piece all car brands take for granted to drop a feature that only a car called ‘Kicks’ could claim,” adds Pierre Farra, Deputy General Manager – Customer Experience, Nissan Middle East.
Sneaker culture in the GCC is booming, with drops selling out in seconds and events like Sole DXB and Sneaker Con Riyadh drawing massive crowds. The Kicks Key taps into this passion, positioning Nissan not just as an automaker, but as a brand that understands and engages with its audience’s urban lifestyle.
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
