Nike And Off-White Cooperate To Launch 10 Double Couplet

According to the world clothing shoes and hats net, since Off-White Virgil Abloh was dressed in May this year, he personally returned.

Air Jordan 1, who participated in the celebrity charity dinner hosted by Met Gala in New York Metropolitan Museum.

The cooperation with this hot Street brand is a cause for concern, but no one expected that this cooperation would be "heavy". The two sides launched the 10 - odd dual name at the same time, including this kind of configuration, which is worthy of commendation in the history of joint cooperation of the whole sports shoes circle. In Abloh's own words, "reconstructing 10 pairs of classic shoes in one breath can be a suicidal act of career."

Nike is not without peace.

With the experience of designer cooperation, only last year, the brand collaborated with Givenchy's helmsman Riccardo Tisci, LV men's wear designer Kim Jones, Balmain creative director Olivier Rousteing, etc. over the past 12 years.

It's not that these cooperation failed, but they really failed to bring Nike's influence like Adidas and Kanye West.

Virgil Abloh and the street brand Off-White, founded three years ago by its eye-catching slash mark, are rapidly becoming the joint names of luxury brands and sports brands in recent years.

The 36 year old creative director studied architectural design, combined with the fabric and positioning of luxury goods, but his style was intended to capture the new generation of consumers who think street style and luxury status are equal.

Another layer of Virgil Abloh's experience is somewhat subtle: since 2002, she has been a creative consultant for Kanye West and her creative think-tank Donda for 14 years. When Kanye West was still "Nike people", he also participated in the design of Air Yeezy.

The announcement of this cooperation has been enthusiastically forwarded by many fans and Sneaker media, and the design of Virgil Abloh has indeed injected new styles into Nike.

10 pairs of shoes are divided into two themes: "REVEALING (reveal)" and "GHOSTING (double shadow)". The first 5 pairs of shoes are made by hand trimming, open source and refactoring design language to make shoes look clear at a glance, lines and leather clipping are exposed. The latter 5 pairs of shoes are designed with semi pparent vamp. All shoes are written with some obvious hints about Nike sports shoes, which are spelled by Helvetica, Air, Foam and Vulcanized.

"It's interesting to see these shoes assembled.

This is very common in the construction industry, but few people actually do this when designing shoes. "

Andy Caine, Nike's vice president of footwear design, told BoF's interview that when Virgil Abloh was designing Air Max 90 and Air Jordan 1, it showed some functional modules hidden in the interior of their traditional designs.

Other shoes, such as Nike Blazer, only changed 3% of the original design, but the bigger Logo shoes made the shoes interesting.

In the latest advertising picture, all ten pairs of shoes are marked with red anti-theft buckles, trying to convey the retro feeling of traditional sports shop retail shoes.

Virgil Abloh Abloh explained in this interview that the inspiration for the anti theft button is that he thought of those kids running to Foot Locker (the largest integrated shoe retailer in the US) and Nike Town to buy a pair of Jordan shoes.

But what is interesting is that the trend of the world of sports shoes is not controlled by Foot Locker. In recent years, the Foot Locker, who has been doing well, has recently been exposed to the decline in performance.

Even Nike itself has lost its popularity in the past few years. By contrast, Adidas shoes and Kanye West Pharrell Williams shoes have become popular in the market, and then promote sales of other brands.

From the design point of view, the experience of Virgil Abloh is enough to shoulder the heavy responsibility. But as a creative director of fashion brand, although Off-White has been a hot trend in the past year, its influence can match the fans of millions of rappers.

In any case, as long as the consumer's preferences are still in fashion, Nike still has to sell shoes according to the rules of the game.

The first five pairs of The Ten series shoes will be accompanied by the 2018 spring and summer fashion week in September, which will be on sale in NikeLab in New York, London, Milan and Paris. The whole series of 10 pairs of shoes will be on the shelves of global NikeLab shops and designated retail stores in November.

It is understood that all 10 pairs of shoes, some shoe vendors have given over 7000 yuan of pre-sale offer.

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