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Nike is reaching into the world of anime to make a piece of fictional footwear a reality. More than 25 years ago, anime fans met Joey Wheeler, a duelist in the Yu-Gi-Oh! series who was known for his underdog spirit, his loyalty to his friends, and his very cool shoes. He wasn’t the top-ranked player, but he had heart and what looked like a pair of Air Max 95s on his feet. Now, Nike is officially releasing the Air Max 95 QS YGO, a special-edition sneaker that brings Joey’s animated shoes to life for the very first time.
From screen to street
The entire project is a direct nod to the fans and the anime’s long history. Nike worked to carefully recreate the shoe as it was originally drawn, honoring the look that captured the attention of viewers decades ago. “We didn’t invent this lore—it was born organically from the community,” says Dave Vericker, a senior director at Nike. The goal was to give longtime fans what they always wanted and introduce a new generation to Joey’s story. The launch campaign even uses the original English and Japanese voice actors from the anime series, connecting the new product directly back to its roots.
A closer look at the ‘Joey’ colorway
The global release, known as the ‘Joey’ colorway, is built to look just like the sneakers from the anime. The shoe is covered in several shades of blue, with panelling and lace loops designed to reflect the original animation art style. Small details make the design special, like scratch marks on the side that call back to how Joey’s sneakers looked in the show. The front Air unit in the sole is hidden, a specific choice made to stay true to the original creator’s drawing of the Air Max 95. The outsole features a Yu-Gi-Oh! logo, and the heel has a graphic inspired by the game’s famous cards. Inside, the sockliner shows images of Joey and his go-to monster, the Red-Eyes Black Dragon, next to a symbol of friendship.
Japan gets an exclusive ‘Jonouchi’ version
For fans in Japan, Nike is offering a second, exclusive version called the ‘Jonouchi’ colorway – Jonouchi being Joey’s original Japanese name. This shoe has a similar design approach but uses a greyscale color scheme. This choice is a reference to Yu-Gi-Oh!’s beginnings as a black-and-white manga before it became a full-color anime.
Collectible cards and apparel
The collaboration did not stop just at footwear. Both versions of the Air Max 95 come in special packaging that includes custom, playable Nike x Yu-Gi-Oh! Trading Card Game cards. This marks the first time KONAMI has co-created official, game-legal cards with another brand. The collection also includes apparel that builds on the world of the show. A Nike Destroyer jacket is redesigned as team gear for Domino High School, the school Joey attended. It has a heavyweight wool body, leather sleeves, 3D embroidery, and co-branded patches. To go with it, classic heavyweight t-shirts will be available, featuring graphics on the chest and a large image of the Red-Eyes Black Dragon on the back.
How to get the collection
The Nike Air Max 95 QS YGO in the ‘Joey’ colorway and the matching apparel will be available worldwide on September 12. You can find them on the SNKRS app and at select Nike retail stores. The Japan-exclusive ‘Jonouchi’ colorway and its associated apparel will be released on the same day, but only at certain retail locations in Japan.
