Textbook

3
"FOREWORD"
This book details the making of "TEN ICONS

RECONSTRUCTED," a celebration of ten
iconic Nike, INC. footwear classics built in
collaboration with the designer Virgil Abloh.
The contents of this book capture the
details of a massive undertaking—one that grew
naturally from a relationship beginning in 2017—
to form an encyclopedia of images and text
surrounding the project.
The images you see were captured in
Milan, New York City, London, and Portland, OR
and are paired with original material from the
"10"
Nike, INC. archives. The text you see has been
cut, pasted, and edited for length and effect
from tape-recorded interviews, live-streamed
discussions, group SMS, and individual
compositions. It is frequently non-linear.
The result is a collage of stories and
techniques, releasing the energy built by each
Nike icon both in competition and in community.
This process exposes the emotion and
innovation contained within ten monuments of
sport to preserve their legacy while offering a
vision of their future.
This book was compiled in the Nike
NIKE INC. c/o Virgil Abloh TM

NYC studio. The intent is to inspire others to
continue this creative dialogue moving forward.
The research and background stories
included for each icon were prepared by Gary
Warnett (1978—2017).
4
NIKE INC. c/o Virgil Abloh TM "10" 5

6
7
"CRASH COURSE" 8-13
"PROCESS" 14-55
"THE TEN" 56-223
Nike Blazer, Air Jordan I,

Nike Air Max 90, Nike
Air Presto, Nike Air
VaporMax, Converse
Chuck Taylor, Nike Air
"10"
Force 1, Nike React
Hyperdunk, Nike Air Max
97, Nike Zoom Vaporfly.
"OFF CAMPUS" 224-255

8
"
"

10
11
"THESIS" There are two things that I think define powerful
creativity: curiosity and obsession. Our obsession
with serving the athlete and building cutting-edge,
pioneering performance products coupled with
Virgil’s intense curiosity, allowed us to, together, re-
contextualize these iconic shoes for a new generation
of Nike enthusiasts. Many of our icons are classics,
and our ability to iterate allows them to remain as
distinctly relevant and as culturally in stride now, as
they were when they were first introduced.
The future insists that we build products that are
distinct and new, remaining constantly on the precipice
of improvement. But, being distinct is actually quite
Nike is a beacon of creativity, design, and innovation. difficult in modern culture, so that’s where we leverage
These attributes are a testament to our the power of innovation through sport.
commitment towards the pursuit of groundbreaking A good example of this is Breaking2 [The Nike
athletic achievement, of course, but they’re also a Zoom Vaporfly], a shoe and a project obsessed with
"10"
testament to groundbreaking creativity and to our championing Eliod Kipchoge’s inspiring pursuit to tear
diverse cross-section of researchers and designers down an unimaginable human barrier: the sub-two-
who help build and shape the products you’ve come hour marathon. No stone was left unturned to make
to know and love from Nike. those shoes the best possible shoes for that one guy.
Working in partnership with Virgil on The Ten At the same time, the form and shape and design
project underscored these ideals and what we strive vernacular is so unique that it created an entirely new
to achieve at Nike. There’s a synergy that exists in form and iconic silhouette.
our collective pursuit of creative endeavors. When If we continue to be distinct and new, we allow
you bring a diversity of thought, practice, and ourselves the opportunity to build timeless products
culture you have the ingredients to build something that have the power to reshape the potential for
truly inspirational. athletic achievement. The Ten project shows how you
But even before we began, this project with can take these kinds of icons to another level, innovate
Virgil was immediately powerful. For a start, we’d

on the story, and bring them to life in a different
never actually brought the Nike, Inc. family of expression that has the power to impact culture and
brands together in one collection before, so having drive an emotional connection to our community.
Converse, Jordan, and Nike together already laid the It starts with our Nike, Inc. icons. This is The Ten.
groundwork for us to create something special: ten
icons reconstructed. — Andy Caine, VP Footwear Design, NIKE
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13
You can’t set out to make an icon. Culture returns it
to you.
The important thing about The Ten for me is
that it’s Nike recognizing its icons from the past, but
showing them for the design integrity of the future. A
postmodern idea about design, culture, innovation,
and athletic performance all intertwined into one.
Here you have a company—it’s obviously
massive and focused on innovation and athletic
performance—and then you have a kid like me who’s
like staring at every poster, going to school wearing
Nike basketball, wanting to play like Jordan.
I believe that culture moves on this sort of
wavelength. That a young generation possesses
ideas that an older generation can now learn from
in any genre, whether it’s art, fashion, architecture,
music. I see it as a renaissance instead of an
"10"
Armageddon.
I wanted to give people the actual information,
allow them to see what year these shoes are from,
and how they place in the overall history of the brand.
So, I looked at this whole project as like passing
the baton and doing right by all that innovation, but
adding a lifestyle layer to it, to say that these shoes
are icons, they transcended into another space,
highlighting what emotional attachment these objects
[have]… or how we can now look at them in 2017 and
understand how important they were in the past.
This project to me was especially important, not

just for the sneaker itself, but to make a platform that
a generation can see themselves in, that we obsess
about, but also see a larger story.
— Virgil Abloh™
14

16
17
"RECONSTRUCT"
1.
To construct again;
rebuild; make over.
2.
"10"
To re-create
in the mind from
given or available

information.
Verb (used with object)
18
19
The Ten divides itself into two Presto, Nike Air VaporMax.
groups of five, each designed
with its own approach. "GHOSTING" uses a
transparent outer layer to
"REVEALING" uncovers the create a seamless effect,
emotional details of each icon, blurring the lines that make
offering a deconstructed, us think we know a shoe,
assembly-line feel that stripping away elements to
examines their past, present, find a baseline. Each icon is
and future. The X-ACTO blade reconstructed from an airy,
"10"
becomes a primary tool, cutting ethereal material palette; an
away sections of the original uncensored look at the shoe’s
example, using the subtext makeup that demonstrations its
that’s always been inside to importance while challenging
create something new and yet its original expression.
immediately familiar from what
typically goes unseen. Converse Chuck Taylor,

Nike Air Force 1, Nike React
Nike Blazer Mid, Air Jordan I, Hyperdunk, Nike Air Max 97,
Nike Air Max 90, Nike Air Nike Zoom Vaporfly.
20

22
THESE SHOES HAVE LIFE

24
WORKSHOP
PEN TO AIR MAX
90, OFF-WHITE™

26

28
"RISOGRAPH TEST"

30

32

34
35
"10"
I’m perfectly old to be a millennial, but I’m also forever young
and thinking about these idolized objects. So what I wanted to
do was add something to the lineage of design, to prove that
with this access I can do something that’s in line with the great
designers that came before.
— Virgil Abloh™
36

38
39
"REVEALING"
There are a few things I wanted to highlight

in terms of the design ethos of the shoes.
One practice is reduction and removal.

Celebrating the iconography of the shoe
without damaging its aesthetic.
The only new space we have left is

handmade.
"10"
One thing that I notice in my work,
I haven’t been able to figure out
perfectionism. I like errors. I like the
expression. I was trying to find a new
vocabulary in design by removing panels.
What you’re seeing is actually the foam

that’s underneath every pair of Jordans
you’ve had since you were a kid.

— Virgil Abloh™
40
41
"10"
IT’S POTENTIALLY CAREER

SUICIDE, TAKING TEN THINGS
THAT ARE ICONIC AND ADDING
A NEW LENS. — VIRGIL ABLOH™
42
AIR MAX

44
45
When two partners have equal confidence working together, the
levels of innovation that occur are unpredictable.
That’s purely because of an open mind, and a willingness to create.
Every aspect of The Ten is a collaboration, from every image you
see, to every future activation.
"10"
46

48
49
"GHOSTING"
Instead of changing the color, start

at the beginning.
These iconic shoes, they each have a

silhouette that was predetermined before
I approached it. How can I use text in my
design language to exemplify that?
We’re adding this ghosting effect, a see-

through effect for the second five that
gives them a transparent outer layer.
"10"
When you expose the shoe, it’s a design
approach that… it was the only thing
left. If you tell some kid off the street that
Off-White’s doing an Air Force 1, they’ve
seen enough Air Force 1s to say, “Oh it’s
probably gonna have black and
white lines.”
I was like, I need to over-deliver, find a

credible design language and have a
reason for it.

— Virgil Abloh™
50

52
"TEST SHOT"

54
FLYKNIT
55
"10"
I THINK THAT WHEN YOU
GROUP TOGETHER THE TEN,
IT HAS SORT OF AN EMOTIVE,

BRUTALIST AESTHETIC,
MIXING AND MATCHING A FEW
DIFFERENT DESIGN CUES.
56

58
The Blazer was the original Nike basketball shoe.

Debuting in 1972, the shoe’s design was highlighted by a
fat-bellied version of the then unfamiliar Swoosh. Built in either
leather or suede, the Blazer’s traction and comfort helped turn
the brand into a basketball contender, but it was the aesthetic
(spurred by that Swoosh) that made the biggest impact. Bold
colors caught the attention of crowds, and a new kind of
connoisseur at street level. Near-mythical customized editions
for high school, college and pro players preempted the world of
coveted collaboration, and through Nike retailers on the West
Coast, the Blazer became an unofficial skate favorite with that
scene’s new stars.
Over the decades, the shoe’s authenticity was naturally
cemented by being included as part of the core Nike SB line and
playing a starring role in a new wave of collaborative projects
with art world icons.
Nike
Blazer
Timeless. Influential. Authentic.

60

62
TIMELESS &
AHEAD OF ITS TIME

64
65
People are infatuated with vintage for a
reason. It’s been washed by culture for so
long that it kind of rubs off any sort of trend
or hype, and it just becomes this holy spot
where you can actually appreciate design.
"10"
Something that I believe in as well, like
to make something interesting, is not about
totally reverting the whole thing, it’s, like, ten
minutes, or, a ten percent twist.
That’s why I was enjoying this process,
'cause it’s not about being super reductive or
being super additive. It’s just that ten percent,
sort of nudge of moving the Swoosh lower
onto the sole, so it keeps the whole design
integrity, but it makes it interesting.
I wanted it to be white, and get dirty.
There’s a certain inverse relationship with
not treating them like they’re so precious and

can’t be worn. It’s like here, they’re already
messed up, enjoy them. I love dirty sneakers.
You see my personal pair—I wear them.
— Virgil Abloh™
66

68
"Converse Chuck
Taylor, Air Force 1,
React Hyperdunk, Air
Max 97, Zoom Vaporfly."
70
"STUDIO"

72
"TEST SHOTS"

74

Legacy.
76
77
The Air
Air Jordan I
Jordan
series has
been a no-
compromise,
shape-
Grail.
shifting
dynasty
since day
Flight.
one. Created
at rapid speed to prepare for the 1985/86
season, the first chapter of this now
iconic shoe was a blockbuster—cut high
for support, flexible where it mattered,
Nike Air cushioned, and available in
"10"
an array of makeups and colorways,
the Air Jordan I shattered that era’s
conservative palette of hoops shoes.
But the shock-absorbing technology,
padded collar and hard-wearing leather
also made it ideal for another kind of
airtime: skateboarding. In that space,
the shoe inspired a wave of hi-tops for
street and vert use. After the shoe was

re-released to commemorate Michael
Jordan’s first retirement in the mid-
1990s, a new fan base helped the Air
Jordan I take flight again.
78

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PREPARED FOR TAKEOFF

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"TEST SHOT"

84
85
What’s under the shoe that changed our lives?
I’m from Chicago. Michael Jordan was our basketball
player. To me he’s like a superhero, he’s like Superman
in real life. Michael Jordan literally would just put on a
basketball uniform as a person and transform into this
larger-than-life character. But it’s the shoes that were
sort of like his cape.
For me to be able to re-approach that iconic shoe
is too surreal. There’s a cultural relevance, and I was
conscious of the history. So, how do you give it new life
without shaking it off its foundation? Which is a really
hard design task. It’s so iconic that if you do it in another
colorway, like, you immediately take the energy away.
So, for me, it was about being true to the colorway.
How could I make you look at that with fresh eyes? That
became about using reductive design instead of
additive design.
"10"
Nike is such a premier company in how it makes
its product and the ethos behind it, that the products
are perfect. Even the retro products come out perfect.
I wanted to sort of rough them up, then put them back
on a Nike assembly line and have them come back out
feeling handmade. So, what I was doing was taking an
X-ACTO knife and cutting away whole panels, or taking
the original Swoosh, picking off the whole thing, and
then reapplying another Swoosh that’s of a different size.
Finding my vocabulary in design is purely emotional,
less about trying to find perfection. The memory of these
shoes becomes important. A little bit of, close your eyes

and draw what you think you’ve known, then you notice
that it’s a little bit off.
— Virgil Abloh™
86

88
"SELF-PORTRAIT"

90
"JUMPMAN"

92
93
"To me
Jordan is like
a superhero,
he’s like
Superman
"10"
in real
life."

94
"OFF CAMPUS"

Nike
96
97
Air
Max
90
Visible Air technology became a phenomenon in 1987.
By the time the Nike Air Max 90 came along, veteran
innovator and Nike designer Tinker Hatfield (the man
responsible for the phenomenon) was aiming to push
the idea further. He focused on making it more: more
"10"
Nike Air cushioning through a bigger Air unit; more
flexibility through forefoot grooves; more room for
color through textured panels on the upper; more
More.
fit options through multi-port lace holes; and more
color options than the running world had ever seen,
including bold infrareds and laser-like blues that
popped on the streets like nothing before. All this
more was not to be mistaken for excess, though. This
Elevation.
shoe weighed less than its predecessors.
On the East Coast, the Air Max 90 perfectly
captured a stylistic moment in time, while in its
leather form, the shoe became synonymous with the

militancy of West Coast rap. In Europe, the silhouette
Music.
resonated with rude boys, rude girls and ravers.
When the Air Max 90 made a grand return in the
early 2000s, it became standard issue across several
more subcultures, cementing its iconic status.
98

100
"DNA"

102

104
105
"...when you cut things, it releases
energy; it gives you a window into
"10"
what the maker sees."

106
107
I went heavy with the X-ACTO knife... to
cut away edges so you knew they were
foam underneath.
What I’ve realized from this process
is different shoes mean something
different in different regions of the world.
I had cousins who lived in the UK, in a
city where this shoe was a classic—like,
almost what a Jordan was to a
Chicago kid.
That’s why I’m interested in design,
period—the niche culture that gets
embedded in the product. When it came
to this shoe, it was about not thinking
of myself, but thinking about what the
shoes represented to UK culture, then
bringing my design sensibility to give it a
"10"
new life.
What I found is when you cut things,
it releases energy; it gives you a window
into what the maker sees. What you’re
seeing is under every Air Max 90 you’ve
ever had, you just didn’t know it was
there. It’s like an X-ray in real time.
All this padding is normally what’s
underneath, and then we’ve put a skin
over it to protect it. Having all these
layers be raw edge, or having the stitch
line removed, in my mind, is one part

aesthetic and one part giving a view of
the technological innovation on the part
of Nike that goes into these iconic shoes.
— Virgil Abloh™
108
SHOW THE WORLD MORE

110
"TEST SHOT"

112

Nike
114
115
Air Released in 2000, this shoe led a new
Presto
creative vanguard.
Following reductionist principles, the
Nike Air Presto’s lead designer, Tobie
Hatfield, carved out a section of the
collar to relieve tension, freeing the foot,
"10"
and employed a brand-new seamless
stretch mesh along with minimal yet
effective cage elements. This led not
only to a whole new build for a running
shoe, but also a fresh perspective on
sizing—XS—XXL, just like a T-shirt.
An unforgettable use of color and
regional makeups—including special
editions created as part of the co.jp,

Japan-only release program—helped
the shoe gain a cult following in the age
of Internet culture and streetwear’s
Reductive. Streamlined. Effortless. new wave.
116

118

120
121
"This started
off with an
Air Max 90,
cutting it
open, turning
"10"
it inside out,
and jamming
it into the

Presto cage."
122
123
I was born in an era when rock and
roll and rap music were mixing. My
friends and I were skaters, so we were
just wearing graphic T-shirts, we were
wearing jeans. The style within sport was
sort of how I learned fashion. For me it’s
about how can you effortlessly represent
yourself? And that’s through your
clothing. It’s not so much about brands.
My ethos isn’t, like, wear Off-White; it’s
more like, celebrate everyday clothes.
The clothing that I make is a study
of normal things that are offered with
a twist. So, in translating this design,
you can tell the shoe is very reactionary
about what already exists. The Presto
you could buy for years—the shoe that
"10"
I wore in high school—my idea was to,
like, sort of offer a Mad Max version that
almost seems like you wouldn’t find it in
a store; you would find it in an
artist’s studio.
That’s where the emotional part of
these shoes [comes in], especially the
Presto. I used this cage, started cutting
it up, and then jammed them back in
the cage, and that’s where the Swoosh
is being sort of intersected back in the
shoe, exposing the foam and adding

another tongue. Two tongues, just to
give it a different proportion.
— Virgil Abloh™
124
"OFF CAMPUS"

126
AIR
127
...THE SHOE IS VERY
REACTIONARY ABOUT
WHAT ALREADY EXISTS.
"10"
128
"TEST SHOT"

130
131
Since the Nike Air Max debuted
more than 30 years ago, its upgrades
have strived to create the definitive
symbiosis between the upper and
its famed see-through Air Sole. Air.
Removing the barrier between the
two has been a long time coming, Phenom.
and with the new molded sole unit
eliminating the midsole completely, Future.
the Air VaporMax lets the wearer feel
and flex like never before. An instant
phenomenon, it embodies a cultural
"10"
crossroads between high fashion,
progressive tech looks, an emphasis
Nike on exercise, and the baseline need for

wearable comfort.
In the current milieu, style needs
Air to perform rather than offer passive

aesthetics, and the Nike Air VaporMax
hits all the high notes—it’s as clean on a
VaporMax Sunday jog as it is under the lights of a

Paris runway.
132

134
"TEST SHOT"

136
A NEW STANDARD OF AIR

138
139
"The VaporMax
exemplifies form
"10"
and function."

140
141
"LEFT IT TO THE AIR"
This felt like I was caught in a tornado. I
didn’t know what was coming out.
The VaporMax exemplifies form and
function in a new reality. To me, it’s a new form
which is illustrating a classic function—flexibility
of the sole, the ability to provide cushioning.
How I understand sneaker design is actually
by making them. I fell in love with the fact that
Nikes were originally cobbled-together shoes
that were based on running performance, very
much cut and paste, which is obviously the tool
that I use the most.
This shoe is true Nike DNA. I took a
perforated tongue from one of the earliest
running shoes and stuck it on the latest Air.
What I felt was that almost the oldest Nike
"10"
visual language, this tongue, had the same sort
of ethos behind the original running shoes,
but then the chassis of the VaporMax was
something that hadn’t been out by the time I
designed it. So, it’s a literal crash of old and
new. But, also, this is a sneaker language that
everyone can understand. The shoes you had in
kindergarten had a foam tongue, but everything
else is so far in the future.
I wanted to draw a line from the very first
running shoe to the shoe that hadn’t been
released yet. I picture a Wright Brothers plane

all the way to the latest fighter jet. I’m using
shoes to represent that. That was enough of a
design for me.
— Virgil Abloh™
142

144

147 "10" NIKE INC. c/o Virgil Abloh TM
Original. Defiant. The signature.
crews, rivals, enemies,

Chuck Taylor
rappers, and skaters.

Star has represented
for misfits, cool kids,

both team uniformity
and a rebel attitude;
the shoe of choice
Since then, the All
Converse
rockers, punks,
When the Converse All Star
debuted more than 100 years
ago, the blueprint of athletic
performance footwear
(written in canvas and
rubber) was set. This was
innovation: early 20th-century
style. Defying age or gender,
the shoe’s appeal exploded
in the 1970s and 1980s when
bold new colors and patterns
were introduced.
146
148

150
151
The Chuck Taylor, it’s been washed by culture, so
you’re just seeing a sneaker; that’s the only thing
that you’re looking at. You see an icon—it’s been
worn by so many iconic figures. It’s like almost
all the topics that we’ve talked about with other
shoes exist in that shoe, which makes it unique.
But more so, what I think needs to be
celebrated about the idea of The Ten project as
a whole, and why I think Nike is very forward,
is that it’s a company that looks at all the
companies in its portfolio and pops them into
one project.
The Chuck Taylor is obviously a Converse
shoe and I was allowed to re-approach it. In the
spirit of Duchamp, my ideas on this one were
probably the most extreme. The goal was to put
a Swoosh on a Chuck Taylor, which is sort of like
"10"
a figurative dream project.
Of course there were limitations, but
we found a sweet spot. What I’ve done as a
signature placement across the shoes is put
the Nike woven label on the side of the tongue.
For the Chuck Taylor, we figuratively placed
it. Since it can’t technically be there, I cut it,
so it’s removed, but the remnants of it give an
impression.
I also wanted to keep it true to an all-white
canvas, but instead we used a see-through
fabric, so you can take a look at an X-ray

version. The sole is, like, almost see-through, the
upper is pretty much mesh, but it’s still a white
Chuck Taylor.
— Virgil Abloh™
152
ULTIMATE EXPRESSION

"...we
154
155
used
a see- so you
through can take
"10"
fabric, a look at
an X-ray

version."
156

159 "10" NIKE INC. c/o Virgil Abloh TM
Expressive. Competitive.
Air Force 1
Force 1 remains an all-time great.

source experiment in expression.
Initial bragging rights came from
unofficial colorways later, the Air

with luxury fabrics, proving the
Culture-defining.
making customs, sometimes
shoe’s capacity as an open-
Thousands of official and

Nike
The first Nike Air basketball shoe, the Air Force 1, became
a cultural force the tried-and-true way: by word of mouth.
Debuting in 1982 as a hi-top and followed by a low-cut
edition shortly afterward, the Air Force 1 was the product
of years of hard work for designer Bruce
Kilgore and his team at Nike. It introduced
a new Air unit created for the court, and
tactically placed concentric circles on the
outsole, effectively redefining basketball
performance. Then, when it almost left
the market entirely, a handful of retailers
in Baltimore argued for the silhouette’s
survival. In doing so, they cemented it as
an icon.
158
160

162
"RISOGRAPH"

164
MADE BY
THE CITY.
BORN ON
THE COURT.

166
167
The Air Force 1 is a very New York shoe, and the crew of
kids I came up with were Kanye West and Don C. Don C
is an important figure in sneaker culture—he was an early
collector in a modern era, and such a fan of sports in
general that he was a style icon.
There was this moment when Kanye and Don were
going to New York City to try and make this career that
was, like, uncertain. In New York at the time, in hip-hop, the
foundation of it is this shoe, the Air Force 1, the Uptown.
It doesn’t get more hip-hop in New York City than a white-
on-white Air Force 1. But my friends were charting this new
history. We’re from Chicago, we still wear Jordans, and I
remember them telling stories of being in the studios—this
was before the idea of wearing retro, you didn’t wear old
sneakers; usually you wore things that were new, like, oh,
these new sneakers just came out, we’re gonna wear those.
Don C and Kanye were like, no, we’re still wearing Jordans
"10"
we bought, and at that time there was no retro—we bought
enough pairs to last us.
Also in hip-hop you don’t wear dirty sneakers. That’s
impossible. Jay-Z made it known, a sneaker a day, white on
white; if it got a scuff, switch shoes. So, imagine my friends
are coming to New York wearing brand-new Jordans, but
then also getting made fun of, like, look at these guys
wearing old sneakers.
Again, with this one I wanted to do, like, a hyper version
of what we’ve been doing, which is to completely remove
everything almost down to the padding. So it’s even more
reductive than this, but it’s still technically a white Air Force

1; still a pillar of culture. In a way, it’s almost the most
experimental one. The shoe is having a resurgence and a lot
of prominence now, so I wanted to do something that was
as far from a standard pair as possible.
— Virgil Abloh™
168

170
"In New York at the

time, in hip-hop,
the
1, the
Air Force
shoe, the
Uptown."
of it is this
foundation

172
AIR FORCE

174

React
176
177
The Nike Hyperdunk series was built
on the next generation of greatness.
In summer 2008, the original
Hyperdunk
iteration introduced Flywire and
Lunar cushioning, drawing from the
past and the future to land a brand-
new look for basketball.
Initially endorsed by Kobe
Bryant, each successive Hyperdunk
design has been fronted by a player
poised for superstardom—the latest
Energy.
debuted on the feet of defensive Impact.
stalwart Draymond Green.
Innovation.
"10"
Nike
The Nike React Hyperdunk
Flyknit is, like its predecessors,
a pure expression of the game.

The shoe channels the spirit of
classic, progressive performance,
and with its clean top-line, is a
potential future classic.
178

180
CHANGE AHEAD OF THE GAME

182
183
One of the joys of working with Nike is
that it’s rooted in athletic performance.
The chassis to all these products
is that major athletic innovations have
been made, and so it gives me a basis.
I’m adding lifestyle and my teenage
years, and what I figuratively remember
from star athletes as a layer on top.
The Hyperdunk, with Kobe being
an early adopter, gave a sort of
modern basketball twist to it, both
in terms of actual performance and
also [because it occurred at] the start
of his career. Being able to take the
newest version of that shoe, and add
the same vocabulary of design tricks
and findings that I was using on other
"10"
shoes to that was super cool. Its upper
is all knit, it has React foam, which
is a technology that offers comfort
and support to sort of be the next
generation of a leading
basketball shoe.
What I like is finding ways to
make that technology relatable.
A way to give technology lifestyle
meaning or relevance in a way that
people can understand what the
technological innovations are. That’s,

like, what I sort of specialize in.
Visually communicating that, making
it approachable, making it lifestyle, so
you get the next level of adaptation.
— Virgil Abloh™
184

186
187
"This is
about the
shoes.
Highlighting
their
"10"
innovation."

188

190

192
193
Arriving in an era of tech obsession, club
culture excess, and ostentatious lyricism,
the Air Max 97 hit hard. Designed with
unparalleled visibility and a sense of
Contoured.
speed in mind, the shoe introduced the
Air Max 97 full-length Air Max unit and, after some

initial caution toward its otherworldly
Fashion.
looks, shattered old-guard conceits. In
its silver launch color, the shoe evoked
a distinct vehicular feel, with reflective
strips and metallic mesh breathability.
Nike
Once it walked the catwalks of

Milan, it became a full-fledged fashion
phenomenon in Italy, inspiring a new
kind of Eurocentric, high-end athleticism.
"10"
Twenty years later, the shoe still evokes
shock and awe, no doubt aided by
infallible subculture co-signs.

194

196
FAST FORWARD
TO THE FUTURE

198
"DNA EXPERIMENTS"

200
201
I approached this shoe as another
one that I knew had extreme
importance in Europe, in rave
and dance culture, and in street
culture, and research showed that
it was especially prominent in Italy.
This shoe is obviously known
for its, like, speedy, rounded style
lines, and so what I wanted to
do was just normalize that. Tone
it down so you could look at
the shape. It’s a very beautifully
"10"
shaped sneaker. It was also the
first time (1997) that the Air unit
was the full length of the sole and
fully exposed.
So, from the start of
the journey in '85 when the
innovations couldn’t even be seen,
by ’97 you can fully see the whole
technology on view. And by virtue
of us stamping the medial side,
you can sort of feel the innovation.
I’m very happy with how this
turned out. It follows a design

language, it shows the importance
of the technology, and it’s a
wearable version.
— Virgil Abloh™
202
"TEST SHOT"

204
"This shoe is obviously

known for its speedy,
rounded style lines.
What I wanted to do was
normalize that so you
could look at the shape."

206

Nike
208
209
Speed. Dynamism.
Aerodynamics.
The Zoom Vaporfly resulted

from Nike’s constant crusade
to cut finishing times. Its bold
aesthetic, drafted from the
Breaking2 bid to crack a two-
hour marathon barrier, comes
from an arresting heel-to-toe
shape, offset with a near-
seamless upper.
"10"
The minimalist makeup
carries a unique sense of
transparency that evokes past
experiments in speed, like
Zoom
2003’s featherweight
Mayfly design.
State of the art, and speed-
oriented, the Zoom Vaporfly’s
Vaporfly
lifestyle adoption is the latest

example of Nike’s capacity to
turn performance innovation
into an everyday icon.
210

212
"DNA"

214
215
One of the joys of the project, The Ten, is that
certain shoes have been out for some time.
BUILT FOR THE CHASE
Like, the Chuck Taylor’s been out for
100 years.
But then, these shoes at the time design
started, the consumer hadn’t even properly
seen them yet. So, it truly goes past, like,
super far in the past, to the near future.
This sneaker, the Zoom Vaporfly, is part
of the storyline in Nike of Breaking2, which
is a sub-two-hour marathon run, so it’s like,
so much running innovation and top-of-the-
line progressive design is embedded in the
chassis of this shoe.
So, again, I wanted to use a sort
of design tool to show the engine of
performance. Nike has amazing designers
"10"
behind the scenes making things that we
love, [but] their work usually doesn’t get
seen, or talked about, so I wanted to make
a consumer product that gives people a
window into prototypes.
Imagine if this was the only shoe, like this
is just one shoe that leads to a shoe later.
—Virgil Abloh™

216

218
"TEST SHOTS"

220
"SKETCHES"

222
223
"I want- design tool
ed to use to show
a sort of the engine
of perfor-
"10"
mance."

224

226

228
229
NIKE INC.
c/o Virgil Abloh™
"OFF CAMPUS"
"OFF CAMPUS" was initiated in New
York City and London to create a
space for the exchange of new ideas
in sport and culture.
Friends, collaborators, athletes
and creatives of all disciplines joined
Nike, INC. and Virgil Abloh, hosted
panel discussions and workshops to
encourage and inspire the next wave
of leaders in thought and performance.
All were welcome, all were
"10"
required to participate.
When I see lines of kids that are sleeping

outside for product, I look at that as a potential
missed opportunity to educate, influence, and
motivate young kids to design themselves.
I’m interested in how a kid outside of city

centers, or “fashion cities”, can take my
design ethos and get inspired. [They can] go
buy a simple pair of whatever sneakers are
released, take a marker to the shoes, draw

their name on them, tie a red zip tie
through the laces, and now they’re a part
of the conversation.
–Virgil Abloh™
230
231
(NYC) SHOW YOUR WORK
The Ten: A Crash Course Hands on Studio: "WEARABLES" & The Nike Hyperdunk
w/ Virgil Abloh & Andy Caine, moderated by Phoebe Lovatt w/ Heron Preston
ALL OF THE ABOVE "ONE FOR ONE" A Conversation Guided by Music

In Conversation: "FLIGHT" & The Air Jordan I w/ Virgil Abloh, Benji B & No Vacancy Inn
w/ Spike Lee, Don C, Aleali May & Virgil Abloh
SHOW YOUR WORK

Hands on Studio: "UPTOWN" & The Nike Air Force 1
w/ Shayne Oliver & Ian Isiah
"OFFICE HOURS" Creative Counsel (LDN)

w/ Virgil Abloh, New York Sunshine & Jesse Leyva WORKSHOP: "REMIX & RECONSTRUCT" The Nike Air Force 1
w/ Eddie Peake, Michele Lamy, Grace Wales Bonner
ALL OF THE ABOVE & A$AP NAST
In Conversation: "UPTOWN" & The Nike Air Force 1
w/ Tremaine Emory, Bloody Osiris, Jonathan Mannion IN CONVERSATION: "PROCESS OF COLLABORATION"
"10"
& Odell Beckham Jr. The 10 icons
w/ Virgil Abloh & Nate Jobe
ALL OF THE ABOVE
In Conversation: "SPEED" & The Nike Air Max 97 WORKSHOP: "AGIT-ZINE" The Chuck Taylor
w/ English Gardner, Venus X, Angela Dimayuga & Kimberly Drew w/ Neville Brody & Brody Associates
SHOW YOUR WORK WORKSHOP: "T-SHIRT" The Nike Air Presto

Hands on Studio: "T-SHIRT" & The Nike Air Presto w/ Martine Rose
w/ Brendan Fowler & Cali DeWitt
WORKSHOP: "MUSIC CURATION" The Nike Air Max 90
ALL OF THE ABOVE w/ Benji B & friends
In Conversation: "SWOOSH" & The Nike Blazer

w/ Eric Koston, J.R. Smith, Jesse Leyva, Virgil Abloh & Atiba IN CONVERSATION: "CULTURE" The Air Jordan 1
Jefferson w/ Virgil Abloh & Kim Jones
ALL OF THE ABOVE PHYSICAL EDUCATION: "CULTURE RUN"

In Conversation: "ORIGINAL" & The Converse Chuck Taylor The Nike Zoom Vaporfly
w/ Sage Elsesser, Vince Staples & Virgil Abloh w/ Skinny Macho, JME & friends
232
SWOOSH PALETTE
NYC & LDN AIR FORCE 1 WORKSHOPS

234
235
CUT & PASTE TEE
"10"
LDN AIR PRESTO WORKSHOP W/ MARTINE ROSE
236
1 OF NONE
NYC AIR FORCE 1 WORKSHOP W/ SHAYNE OLIVER & IAN ISIAH

238
"FLIGHT" & THE AIR JORDAN I

240
"OUTPUT"
NYC & LDN AIR PRESTO WORKSHOPS

242
243
LDN AIR FORCE 1 WORKSHOP W/ A$AP NAST
"10"
HEAT-PRESSED,

HANDWRITTEN &
RUBBER-BANDED
AIR FORCE 1’S
244
"WEARABLES"
NYC HYPERDUNK WORKSHOP

W/ HERON PRESTON
246
"SPEED" & THE AIR MAX 97

"SPEED" & The Air Max 97 English Gardner, Venus X, Angela Dimayuga & Kimberly Drew
248
249
looks good. And when you combine together in this room. And each of us bodies. So yeah, I would say I never
that with something that you can brings a different style of music that thought about it before this talk, but
wear on your feet, it definitely opens has a different speed that is relevant speed is kind of… [laughter]
up a lot of doors. And it brings to what we do in the place where we
together the world—how fast can we come from. And that conversation English Gardner: It’s important.
send a man to the Moon? How fast is not being had on the dance floor.
can she make a party turn up, and And so we started to do that in a Kimberly Drew: It’s the layers; we’re
make the night lit? How fast can she really aggressive way. But we had here to unpack them all. And Angela?
cook up the best dish in the world? to figure out how to finesse it and
And then there are so many different make it work. Because nobody jumps Angela Dimayuga: Speed obviously
(7:31) components, as you said, pacing from a really fast speed to a really is a huge part of just making service
and stuff like that. So I say it’s very slow speed to a medium speed to… work at the restaurant. I work at
Kimberly Drew: So this is a good time important to society and to the world in music, you’re used to hearing the Mission Chinese Food. Has anyone
to get into talking a little bit more we live in; things are changing so same tempo mixed in. And so I’m still been there? [applause] Yeah!
specifically about speed, which was much, and they’re changing fast. learning every day. You know, because
definitely one of the tenets in how every time I download a new song it’s Kimberly Drew: If you haven’t, you
Virgil was conceptualizing this line. Venus X: Yeah, speed has everything like I have to figure out, okay, how is should go. That’s your homework.
Some of the key concepts that came to do with what I do. Everything I this speed going to interact with the
out of our initial discussion ahead do is based on numbers that are other speeds? And how am I going Angela Dimayuga: Yeah, so the food
of the panel was thinking about relative to more or less like beats per to show people the diversity of what I that we do there has been known
"10"
tempo and rhythm and pacing. And minute. And I learned about it through think about in music without making to be pretty innovative and loud and
so I wanted for each of you to really learning why people like house music. them feel so uncomfortable that really exciting.
define on a larger level what speed People love house music because it they leave, like you said. And I have For example, we have a wood
means to you, as an individual and mimics their heartbeat—it’s about 130 to keep them in really fast to make oven which is 800 degrees and you
also as part of your practice in a way. beats per minute. But I hated house them a part of the experience. But can cook a piece of bread in there in,
music. So my job was to figure out then I have to take them somewhere like, 2 minutes. And if you cook it any
English Gardner: I guess I’ll go first. how to find a rhythm that people can else to make sure they don’t get too longer than that it’s not good. Or on
My life is about speed and everything work with, that makes them feel like comfortable because the whole point my wok station, it’s 180,000 BTUs of
I do, everything I am, is about speed. staying and like being a part of this is to rattle them and to make them flame. And you throw something in
How fast I can race the clock, how world that I’m creating, but it doesn’t feel like, you know, we’re in New York, there and 30 seconds later it’s cooked.
fast I can make people like you force me to play that same music that but there’s an African person right And so all of that is completely… like
and the viewers out there love and everyone’s used to… and my friends next to you, and there’s a Dominican you could have something be really
want to watch this race, and just be and I were, like, we don’t want to person right next to you, and there’s delicious or completely ruined in a
involved in my sport. Honestly, when I hear this same style of music, like 130 an Asian person there. And each of matter of seconds.
run, speed is my getaway. You know, BPM into 130 BPM into 130 BPM. So us has a different sound. And we’re in And so when I’m expediting on

the fastest I can go, the fastest I can our job was really about how do you the Internet age, so we can access all the line, you’re just counting down.
show America that I can be, or that go from 0 to 60 to 100 to 150 to 80 that music online, and so why are we You’re expediting 300 dishes, 600
a woman can run, it’s something I’ve to 90, and tell the story of people in all going to clubs where everything dishes, 900 dishes a night. And when
always wanted since I was a little girl. a room together who have all these sounds the same? I’m calling them out, you’re just talking
And so it means a lot to me. different cultures, and those cultures So speed is ultimately, you about time, you’re counting down. And
And speed is something that have their own tempo. know, it’s what I do, it’s numbers. It’s I say, how long for this or that, and they
attracts people. It’s something that So those speeds literally come heartbeats and it’s rhythm and it’s just repeat a number. So it’s all timing.
250

252
253
NYC AIR PRESTO WORKSHOP W/
BRENDAN FOWLER & CALI DEWITT
"10"
MIXING & MATCHING
254
255
"NO RULES"
"10"
HEAVY CUSTOMIZATION @ LDN AIR FORCE 1 & AIR PRESTO WORKSHOPS
"SWOOSH" & The Nike Blazer Eric Koston, J.R. Smith, Jesse Leyva,
256
257
Virgil Abloh & Atiba Jefferson
(16:12) able to think up designs, and with on, like when you’re… no matter
Nike giving us the window to embed what, it’s always…
Atiba Jefferson: In skateboarding, that in the product, not just look at
style is a big thing. And having good the talent that you guys have, like J.R. Smith: Yeah, I think people take
style is like, you can be the best the pure stats, but that you equally training to a standpoint where you
skater and have bad style, and no have your own styles. So now you’re have to be working out… I mean,
one is going to care. But you could outfitted in pieces that are influenced you can always train your mind to
be, you know, the smoothest-looking by your tastes on the court. And then have those thoughts, so when you’re
skater and everybody is going to this project here is like exactly what in those positions, it’s almost like,
care, no matter if you’re pushing, you both of you guys just said; it’s like the I don’t want to say second nature,
know, so it’s cool to hear you say fadeaway jumper. It’s like this shoe is because you do need to work on
that because in skating it’s all about trying to infuse what we used to grow those moves, but the thought is there,
style. And, you know, I think that with up with, the poster, the images in a so it’s already predetermined in
basketball, being a fan of that and skateboard magazine. your mind.
watching it and studying it, you know,
style to me has always been one of (21:05) Atiba Jefferson: Well, I always think
my favorite things. it’s crazy, because, you know, like, I’ll
Atiba Jefferson: So when you’re sit at my house, I have a hoop, and
J.R. Smith: You take it back to the walking down the street, and you I’m always working on free throws.
saying, “You look good, you feel don’t see people, you actually see But I look at skateboarding, it’s all
"10"
good, you play good,” you know? players. muscle memory too, right? So like a
I mean, that’s a true statement. If 360 flip, it’s like you’ve got to have
I can… the way I get dressed for a J.R. Smith: Absolutely. I your feet in the same place. And it’s
game, or my shoes, my socks, my see defenders. one of those things, like, how do you
tights, my shorts, my wristbands, my practice that? Is that more mental? Is
sleeve, my rubber bands, like, when I Atiba Jefferson: Because as that more physical? Like, especially If I can actually see it, I’m like, okay,
look at myself, I’m like… skateboarders, when we walk down even you Eric, like, when there’s a this is possible. But what it takes is
the street, we see spots, when we’re trick, what is your mindset to make a lot of time and a lot of attempts.
Atiba Jefferson: Yeah, crispy. in a car we see spots; so that’s that happen over and over? But I’m stubborn, and I’m persistent.
interesting that you see a crossover. So if I visualize something, I’m going
J.R. Smith: …I’m going to destroy Eric Koston: It’s like he’s saying, I to keep going until I get it, because
somebody. Seriously, like that’s J.R. Smith: Yeah, I mean, even when mean, visualization is key. that’s like that crazy drive I have as a
the way you feel, you want to feel I was a kid, we always, you know, act skateboarder. Because you want to
confident in everything you put on. like you’re crossing somebody up Atiba Jefferson: Right, pre-visualizing accomplish that, that challenge. You
That’s where, you know, your style when you’re walking down the street. what you’re going to do. want to beat it.

and individuality come into play. And even though I don’t do it now, I
still see it as like, okay, go between Eric Koston: Yeah, I think you need J.R. Smith: It’s that competitive
Virgil Abloh: And what’s fresh to me the legs, cross in, in and out, behind to see that. If you can actually see nature. That’s why you are who
is that, you know, we have premier the back, Shammgod him, dunk over the trick in your head or see what you are.
athletes in their sport who’ve added him, get past him, like, you know? you’re trying to do, once you actually
style, but you guys are both like 2.0, get to that point, you know that it’s Eric Koston: It is. But it’s a personal
you’re in control of your style. You’re Atiba Jefferson: So it’s kind of always possible. That’s at least how I feel. battle against yourself.
258
"PEACE"

260
"Ten Icons Reconstructed"
2017
"01"

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3

This book details the making of "TEN ICONS

NIKE INC. c/o Virgil Abloh TM

NIKE INC. c/o Virgil Abloh TM "10" 5

"THE TEN" 56-223

Nike Blazer, Air Jordan I,

"OFF CAMPUS" 224-255

NIKE INC. c/o Virgil Abloh TM

NIKE INC. c/o Virgil Abloh TM "10" 9

NIKE INC. c/o Virgil Abloh TM

NIKE INC. c/o Virgil Abloh TM

NIKE INC. c/o Virgil Abloh TM "10" 15

NIKE INC. c/o Virgil Abloh TM

NIKE INC. c/o Virgil Abloh TM

NIKE INC. c/o Virgil Abloh TM "10" 21

THESE SHOES HAVE LIFE

NIKE INC. c/o Virgil Abloh TM "10" 23

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NIKE INC. c/o Virgil Abloh TM "10" 33

NIKE INC. c/o Virgil Abloh TM "10" 37

There are a few things I wanted to highlight

One practice is reduction and removal.

The only new space we have left is

What you’re seeing is actually the foam

NIKE INC. c/o Virgil Abloh TM

NIKE INC. c/o Virgil Abloh TM

NIKE INC. c/o Virgil Abloh TM "10" 43

NIKE INC. c/o Virgil Abloh TM "10" 47

Instead of changing the color, start

These iconic shoes, they each have a

We’re adding this ghosting effect, a see-

I was like, I need to over-deliver, find a

NIKE INC. c/o Virgil Abloh TM

NIKE INC. c/o Virgil Abloh TM "10" 51

NIKE INC. c/o Virgil Abloh TM "10" 53

NIKE INC. c/o Virgil Abloh TM

NIKE INC. c/o Virgil Abloh TM "10" 57

The Blazer was the original Nike basketball shoe.

NIKE INC. c/o Virgil Abloh TM "10" 59

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NIKE INC. c/o Virgil Abloh TM

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NIKE INC. c/o Virgil Abloh TM

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PREPARED FOR TAKEOFF

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NIKE INC. c/o Virgil Abloh TM

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