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Nike off white

See how an iconic American brand put storytelling at the core of its product marketing.

 

LOW

Granted, some of these details are nods to Virgil's past Nike sneakers. The all-caps text is a consistent feature across his oeuvre, and the zig-zag laces carry over from Off-White's Nike Dunk Low. Even the spiky midsole bears resemblance to the Off-White x Nike Waffle Racer. (Source:I'm all for cohesiveness, but Abloh was much more successful at revamping the Air Force 1 Low. Instead of warping the shoe with futuristic accents, he kept things sleek with choice touches such as his signature zip-tie tag.

According to Nike, Abloh rebuilt a pair of triple-black Air Force 1 Low shoes during his first visit to the brand’s Beaverton campus. He used an X-ACTO knife to dissect the shoes and markers to draw on them, and then gifted the sneakers to Off-White™ staff to wear. “By the time I made my first trip to Beaverton, I immediately wanted to make something,” Abloh said. (Source: www.highsnobiety.com)

BLUE

en.wikipedia.org)Abloh deconstructed the Air Jordan 1, the first shoe designed personally for Michael Jordan in 1984 by Nike. The Jordan brand is currently a subsidiary of Nike, thus Abloh was able to reconstruct the Air Jordan 1. The Air Jordan 1 can be found in many different colours but Abloh decided to use the Chicago colours that Michael Jordan played in, being white red and black. Abloh completely took apart the shoe and readjusted the key elements and placed them around the shoe. Abloh also designed an all-white Europe exclusive version of the shoe. Abloh later designed a light blue coloured edition of the shoe on June 23, 2018, containing the traditional University of North Carolina colours, a common colour used for Air Jordan shoes as it represents the university at which Michael Jordan attended. Michael Jordan, Bella Hadid, Drake, Naomi Campbell, Travis Scott, Odell Beckham Jr and Chris Brown were some of the celebrities who received personalised versions of this shoe before the global release.

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