Nike PG

To launch Paul George's fourth signature shoe, AKQA Portland took his quote, 'head in the game, feet in the clouds' quite literally and created PG Airways, the most comfortable flight in the game.

My task was to build a brand for the fictional PG Airways from the ground up; creating an identity system befitting of a real airline. Drawing inspiration from the golden era of aviation, PG’s current residence in Los los Angeles and the game of basketball itself—we created an illustrative design system that positioned PG Airways as the most luxurious airline for basketball players out there.

In partnership with Finsh Line stores, each drop of the PG4 issued an exclusive 'pre-flight check in' pass on the Finish Line Winner's Circle app, sending hundreds of PG's fans to stores to get the kicks and unlock PG Airways swag, including in-flight saftety cards, vintage PG Airways posters, sticker packs and a limited-run of brass PG Airways wings.

The Film

The in-flight saftey film launched on PG's IG as well as YouTube and Finish Line social channels. Within minutes, thousands were wishing for just one thing, a ticket on PG Airways.


Design Lead
Creative Direction

Art Direction

Production Partners