Since the Off-White host Virgil Abloh dressed in his hand-redesigned Air Jordan 1 at Met Gala, a celebrity dinner hosted by the Metropolitan Museum of New York in May this year, the collaboration between Nike and this popular street brand has attracted attention, but No one expected this cooperation to be "heavy." The 10 double-winning models launched by the two sides in one breath include the latest Nike classic AJ1 cushioning shoes debuted this year on Breaking2, and even included a pair of Nike. The company's classic shoe type Chuck Taylor All Star.
"REVEALING (reveal)"
"GHOSTING"
This configuration is well-established in the history of the joint cooperation of the entire shoe-shoe ring. In Abloh's own words, "Rebuilding 10 pairs of such classic shoes at a stretch is likely to be a suicidal act in your career."
Nike is not without experience working with fashion designers. Last year alone, the brand worked with Givenchy's helmsman Riccardo Tisci, LV menswear designer Kim Jones, and Balmain creative director Olivier Rousteing. It's not that these collaborations have failed, but they haven't really made Nike as influential as Adidas and Kanye West.
Virgil Abloh and his street brand Off-White, founded three years ago, have quickly become the co-brands of major luxury brands and sportswear brands with their eye-catching slash marks. The 36-year-old creative director learned architectural design, combined with luxury quality fabrics and positioning, but the style is intended to capture the new generation of consumers who believe that the street style and the luxury of the big names are equal. Virgil Abloh’s resume is a bit more subtle: from 2002, he worked as a creative consultant for Kanye West and his creative think tank “Donda†for 14 years, and Kanye West was still a “Nike guyâ€. He also participated in the design of Air Yeezy.
Once this cooperation was announced, it was warmly relayed by many shoe lovers and Sneaker media. It is believed that the design of Virgil Abloh did inject new style into Nike.
10 pairs of shoes are divided into "REVEALING (reveal)" and "GHOSTING (ghosting)" two themes, the first five pairs of shoes by hand tailoring, open source and refactoring design language to make shoes look at a glance, car lines, leather The cuts are exposed; the rear 5 pairs of shoes have a translucent upper design, and all the shoes are written with some “Airâ€, “Foamâ€, “Vulcanizedâ€, etc. spelled by Helvetica typefaces. Tips for Nike Sports Shoes Technology.
"It's interesting to see these shoes assembled. It's common in the construction industry, but few people actually do it when designing shoes." Andy Caine, vice president of footwear design at Nike, said in an interview with BoF that Virgil When Abloh designed the Air Max 90 and Air Jordan 1, he showed off some of the functional modules that were hidden inside when they were doing traditional design. Other shoes, such as Nike Blazer, only changed 3% of the original model, but the larger Logo made this pair of shoes interesting.
In the newly announced advertising screen, all ten pairs of shoes are marked with a red anti-theft deduction, trying to convey the retro feel of traditional sports store retail shoes. Virgil Abloh explains in this interview that the anti-theft deduction was inspired by his thinking that those children went to Foot Locker (the largest American general shoe retailer) and Nike Town bought a pair of Jordan shoes.
But what is interesting is that the current trend of the world of sports shoes has not been controlled by Foot Locker. Under the circumstances that competitors closed down, Foot Locker, once well-operated, has recently revealed a decline in performance. Even Nike itself has lost the trend of the past few years, compared to Adidas and Kanye West, Pharrell Williams cooperation shoes popular in the market, and then promote the brand's other products.
From a design point of view, Virgil Abloh’s experience is sufficient to carry out this task, but as a creative director of a fashion brand, although Off-White has a hot trend in the past year, but its influence can match the fan’s rap The singer, I am afraid, still can not be conclusive.
In any case, as long as the consumer's preference is still toward fashion, Nike still has to follow the rules of the game to sell shoes. The Ten series of the first five pairs of shoes will be accompanied by the September 2018 spring and summer fashion week in September, successively on sale in New York, London, Milan, Paris NikeLab, a full range of 10 pairs of shoes will be introduced in November Global NikeLab stores and designated retail stores . It is understood that all 10 pairs of shoes, some shoe vendors have given more than 7,000 yuan in pre-sale quotes.
The title map comes from Hyperbeast
Reprinted from: Curiosity Daily
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