Nike and Virgil Abloh announced The Ten on August 21, 2017. In London, Nike Off Campus presented the full collection at venues in East London from September 14 to 17, and the first five shoes went on pre-release at NikeLab London from September 18 to 22. The full collection of ten followed in November, with a wide release on November 20. We made it internally, Nike Brand Design EMEA with Nike Sportswear, and Nike Brand Design briefed and creative directed the outside agencies.
Why it looks like this
Cut, moved, labeled. Nike said Abloh used an X-ACTO knife to expose the foam in each tongue and move the Nike labels, moved and sometimes enlarged the Swooshes, and added orange tabs. The Revealing shoes carry text such as “AIR” on the side and “SHOELACES” on the laces.
Presenting the ideas. Nike described Off Campus, in New York and London, as presentations of the full collection and “exchanges about the ideas that inspired it.” New York ran from September 6 to 8 at 23 Wall Street, and London from September 14 to 17 at several East London venues.
I see it, and it’s done.
Virgil Abloh, designer, source
