Nissan and Digitas Dubai Create the First Sneaker Tag that Unlocks Your Car

Apr. 08, 2025

Nissan just launched the first-of-its-kind Kicks Key, a limited-edition sneaker tag that also functions as a car key, connecting streetwear culture and automotive tech.

The Kicks Key was designed as an exclusive give away for sneakerhead early buyers of the all-new Nissan Kicks. With only 50 units produced, it takes inspiration from the world of sneaker collaborations, where the rarer the drop, the higher the hype. By tapping into this culture, Nissan is not just launching a product, it's creating a collector's item that blends fashion, function, and automotive innovation.

Hossam Al Saeed, Nissan Marketing Manager said:

"The all-new Nissan KICKS takes direct inspiration from sneaker culture, with design elements influenced by the world of footwear. 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."

 

Pierre Farra, Deputy General Manager added:

"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."

 

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.