Nike is in the business of "if it's not broke, don't fix it." Instead, the mega-sports brand partners with today's most exciting visionaries and reimagines its classic silhouettes for limited-edition, pop-up-type experiences. The hype is very real.
Virgil Abloh of Off-White is Nike's latest collaborator. He took 10 of Nike's most recognizable models—like Chuck Taylors, Vapormaxs, and Air Jordan 1s—and reconstructed them with a variety of "Ghosting" and "Revealing" embellishments. That means, the sneakers, respectively, feature translucent panels to highlight the make of the shoe and words like "shoelaces" and "foam" printed on the shoelaces and soles, revealing the show's materiality. The entire collection, which is divided into "Ghosting" and "Revealing" categories, is called The Ten.
The "Revealing" models will be the first to hit the market via a pre-release in New York City's NikeLab from September 9 to 13. All 10 models will be available in NikeLab stores and online in November.