Sneakers aren’t just footwear—they’re a statement, a lifestyle, and in the GCC, a serious obsession. With hyped releases selling out in seconds and massive events like Sole DXB and Sneaker Con Riyadh, the region’s sneaker culture is thriving. Now, Nissan is tapping into that passion with the Kicks Key, a sneaker tag that also unlocks your car.
Taking inspiration from exclusive sneaker drops, Nissan produced just 50 Kicks Keys, reserved only for the first buyers of the all-new Nissan Kicks. No restocks, no second chances—just like the most sought-after sneaker collabs.
“The design of the all-new Nissan Kicks is inspired by sneakers, with forms and textures drawn directly from shoe design,” says Hossam Al Saeed, Nissan Marketing Manager. “So, we thought—why not take it a step further and create something that connects back to streetwear culture in a way that feels fresh, exclusive, and true to the community?”
Developed with Digitas Dubai, the Kicks Key merges fashion, function, and mobility. Built with hands-free wireless technology, it transforms a sneaker tag into a fully functional car key, seamlessly blending streetwear aesthetics with everyday convenience.
“We put together two completely different worlds: automotive tech and streetwear culture. Taking advantage of a piece all car brands take for granted to create a fashion statement that only a car called ‘Kicks’ could claim,” adds Pierre Farra, Deputy General Brand Manager.
This initiative is part of Nissan’s mission to engage Gen Z, creating brand experiences that don’t just unlock cars—they unlock culture.
What are Sneaker Tags?
Sneaker tags are small, often decorative accessories attached to shoes, typically used for branding, authentication, or personalisation. Originally popularised by high-end sneaker brands and limited-edition releases, these tags can be made of metal, plastic, or fabric and sometimes include RFID chips for authentication. They add exclusivity to footwear, signifying rare collaborations or collector’s items. In recent years, sneaker tags have evolved beyond branding, incorporating technology—like Nissan’s Kicks Key—to blend fashion with functionality.
