CASE STUDY: NIKE GYAKUSOU SS19
PHASE 01 : DISCOVER
Listening + Empathy → This is the most important part of our discovery process. Through our experience, we have learned that without listening and empathy there is no way unique and original work can be done. Through stories and discussion, we will glean the important nuances and values that make you stand out from the rest.
FOR GYAKUSOU THIS CAME TO LIFE IN THESE WAYS →
JUN TAKAHASHI DESIGN PHILOSOPHY Throughout Jun Takahashi’s career, he has always gone the opposite direction of society. It is a lifestyle.
SHOWA EMPIRE Takahashi started Undercover the year after the Showa Period was considered over. His work was at the forefront of the future of Japanese fashion, culture and design.
GIRA + THE ROLE OF RUNNING “Everyone runs clockwise around the park, but Jun runs counter clockwise; Gyakusou means 'reverse running' in Japanese.”
The kaihōgyō (回峰行) ("circling the mountain") is an ascetic practice performed by Tendai Buddhist monks.
Historical, Trend, Contextual + Competitive Research → Having a strong understanding of the history, trends, context and competition around the world will solidify a direction that will help you stand out in a crowded market while not deviating from your core values and ethics that are tied to why you started this business in the first place. It’s this research that arms us with all the information needed to make smart decisions and develop effective strategies.
FOR GYAKUSOU THIS CAME TO LIFE IN THESE WAYS →
HARUKI MURAKAMI - What I Talk About When I Talk About Running "In long-distance running the only opponent you have to beat is yourself, the way you used to be."
PUNK ROOTS OF UNDERCOVER “What I am subverting is my own concept, not something in society. It’s a very personal thing.” - Jun Takahashi, ‘A Magazine Curated By’ on the next 25 years.
ORGANIC HIGHWAYS Gyakusou running apparel designed to blend in with nature when most running gear is designed to stand out and be seen.
DESIRE PATHS They tell us something about “the endless human desire to have choice. The importance of not having someone prescribe your path”. In a heavily constructed city, there are “rules as to how public and public-private spaces are used”. Desire paths are about “not following the script” – he calls it a “resistance”. “An individual can really write their own story. It’s something really powerful if you do have that agency to move.”
PHASE 02 : POSITION
Intentional Application → Every design and communication decision is an opportunity to represent your brand values. That opens the door for your brand to make a serious impact on your business. This intention will be the key in making your business stand out and succeed on your terms.
FOR GYAKUSOU THIS MEANT →
Our research led us to create Gyakusou's Maverick Running Philosophy that unified a specific type of mindset. The Maverick Running Philosophy is for runners who are unorthodox in their practices and independently minded. They run for themselves, their way, not for others or external reasons. Maverick Runners are creatives, designers and leaders who are celebrated for their innovative and independent thinking. These people have very busy lives and use running to help them find clarity and freedom. They see running as more than a work out. It’s a place where they can find clarity, freedom, running experienced as a meditative practice.
MARATHON MONKS OF MOUNT HIEI The kaihōgyō (回峰行) ("circling the mountain") is an ascetic practice performed by Tendai Buddhist monks. This group of monks believe they will reach enlightenment through the process of selfless service and devotion. They show their devotion by running for 1000 days over 7 years. Practitioners wear a distinctive hat made from woven strips of hinoki wood, with both sides rolled up to make an oblong tube.
PHASE 03 : EXECUTE
Emergent Executions → Having a strong creative process brings structure and results. This discipline allows for us to know when to break and explore directions that emerge from the process. Being open to finding and discovering new things allows us to have a process that builds on itself to make something distinctive that clearly communicates your values, story and service.
FOR GYAKUSOU THIS CAME TO LIFE IN THESE WAYS →
Through our research on concepts like desire paths, land art and how running manifests in literature, we worked with Nike to develop a direction for the campaign that put these Maverick Runners in their natural habitats. The campaign focused on the clarity achieved through running for holistic internal benefits rather than external. For Gyakusou, we determined that running is a practice for connecting to the self and an escape from the pressures of everyday life. Running as freedom.
RETAIL EXPRESSION
