Sneakers are everything to Middle Eastern Gen Z, a symbol of status, identity, and culture. With every drop, thousands line up just for a chance to own something exclusive. So when Nissan launched the new Nissan Kicks, a car inspired by sneaker design, we knew the key to capturing attention wasn’t just under the hood. It was on their feet.

Introducing a sneaker tag that doesn’t just unlock style, it unlocks your Nissan Kicks. We took a cultural icon from the world of streetwear — the zip-tie sneaker tag — and re-engineered it into a fully functioning car key. A physical and digital fusion of fashion and tech. And a one-of-a-kind launch idea that could only come from a car named “Kicks.”

Only 50 Kicks Keys were made. Each one tied to the first 50 customers who bought the car online. No dealerships. No test drives. Just a hype-style limited edition drop that turned a functional object into a collector’s item.