One Pulse
G-Dragon is a Korean pop icon, fashion figure, and the kind of person who gets called a "cultural force" without it sounding like PR. PEACEMINUSONE is his brand. When Nike chose them to represent Korea in their seven-nation World Cup 2026 X2 collaboration (other entrants were Jacquemus, Palace, Patta, NOCTA, etc) , G-Dragon wrote a poem for it that connected centuries of Korean gathering rituals to modern football fandom. We turned it into the creative foundation for ONE PULSE, a campaign linking ancient devotion to Korea's football culture, and the collection built for the moment. t ran from Nike.com to Seoul storefronts to digital billboards to the World Cup tunnel. The collection sold out on launch. Soccer star Son Heung-min walked into Korea's World Cup opener wearing it. Not bad for a poem.