A$AP ROCKY X GUESS JEANS
Nike X Off White
Virgil Abloh and Nike’s “The Ten” collaboration was the biggest sneaker event of 2017, with Highsnobiety readers voting Abloh the most influential person of the year and electing his Nike Air Jordan 1 “Chicago” design the best sneaker of 2017 in our annual Highsnobiety Crowns.
The OFF-WHITE “The Ten” project included sneakers from Nike as well as Nike-owned brands Converse and Jordan. From late October to early November in 2017, the first releases were split into two packs of five. The “REVEALING” pack contained the OFF-WHITE Nike Air Jordan 1, Air Max 90, Air Presto, Air VaporMax, and Blazer Mid. The “GHOSTING” pack included an OFF-WHITE Nike Air Max 97, React Hyperdunk, Air Force 1, Zoom Vaporfly, and Converse Chuck Taylor All Star.
“It’s larger than design culture,” said Abloh at the time. “These 10 shoes have broken barriers in performance and style. To me, they are on the same level as the sculpture of David or the Mona [Lisa]. You can debate it all you want, but they mean something.”
The collaboration was teased on Instagram months ahead of its release, leaving sneakerheads hotly anticipating the deconstructed kicks’ release dates after they were heavily cosigned on social media by the likes of A$AP Rocky, Drake, Kim Jones, and even Naomi Campbell.
Senior Swoosh staff such as senior design director Nate Jobe and VP of footwear design Andy Caine were heavily involved in the project from the beginning, working with Abloh to realize his designs. Caine himself participated in “OFF-CAMPUS” events held in North America and Europe, where guests including Bloody Osiris, Tremaine Emory, and others talked about the cultural importance of the collaboration.
Limited merchandise was available at “OFF-CAMPUS,” including T-shirts and tote bags. You can find footage from the events on YouTube.
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