End. The Ten: Nike X Virgil Abloh London Pop-Up
Images courtesy of End.
Revolutionising Retail with a Landmark Collaboration
Let’s roll back a couple of years to Nike x Virgil’s "Retail" Experience the generation-defining collaboration.
Take a glimpse back to Nike x Virgil's iconic "Retail" Experience in 2017— a generation-defining collaboration held at Kachette in Shoreditch, London. This immersive gallery space celebrated 'The Ten,' showcasing classic Nike silhouettes reimagined by Virgil Abloh.
Back in 2017 Nike's official partner END. transformed Kachette in Shoreditch, London, into an immersive gallery space “for the generation-defining collaboration”. The pop-up activation displayed each classic silhouette 'The Ten', telling the story of Nike x Virgil Abloh and each inimitable reconstruction.
A Decade-Defining Event
The brand activation, which took place over ten days at the venue in Old Street, showcased 10 of Virgil Abloh's iconic Nike designs. It took over a year to create the "generation-defining" brand partnership, and Zoomfly and Vapormax raffle winners arrived at the official Shoreditch collection point to pick up their sneakers. The event left guests with a lasting impression and a deeper connection to the brand’s narrative.
Immersive Brand Experience
"Discover 'The Ten' through an exhibition that brings the past, the present, and future of each icon to life. From their foundation to their current expression, every piece of footwear tells its own story at the heart of design, performance & community". - Nike -
Visitors explored the exhibition space and familiarised themselves with the story of each silhouette's journey from conception to the realisation of Abloh's vision.
Virgil Abloh's Lifelong Connection with Nike
Virgil Abloh's association with Nike began long before he visited the company's headquarters in October 2016.
Virgil recalls designing prototype sneakers and mailing them to Nike as a teenager in Illinois, far from the premium-sneaker-beaten-path he now finds himself a guardian of.
Although the path was unclear at the time, the intention had been in place for decades. The brand partnership is the realization of Virgil Abloh's life-long vision.
