the Air Max 1.Now, as Nike fights to keep its rival Adidas fr

One of the biggest sneaker design collaborations of the last year has been Nike’s partnership with Virgil Abloh— founder of fashion label Nike Air Presto Womens Off-White and new men’s artistic director of Louis Vuitton. Known as “The Ten,” Nike Air Max 95 Womens the project gave Abloh license to reconstruct 10 of Nike’s most-recognized shoes, including the Air Jordan 1, the Air Force 1, the Air Max 90, and more.It was an unusual move. Nike has Nike Air Max 2017 Womens a reputation for being protective of its iconic sneakers, including the swoosh logo. But Abloh was able to use his imagination—and an X-acto knife—to take apart and rework the shoes as he liked, producing sneakers that had their own new identity while remaining true to their source material. Among sneaker fans, the Adidas Ultra Boost Dam project has been a huge success: People have lined up for hours outside stores to get their hands on Nike Air Max TN Womens the shoes.

Now Nike has released a “textbook” online—you can download it here (pdf)—documenting how the collaboration developed behind the scenes. Nike calls Nike Air Max 2017 Femme it “an encyclopedia of images and text surrounding the project.” It includes background Nike Air Max Command Womens stories of the original sneaker styles, written by much-loved sneaker journalist Gary Warnett, who died last year, as well as commentary from Andy Caine, Nike’s VP of footwear Nike Air Max 1 Womens design, and Abloh himself.“There are a few things I wanted to highlight Nike Air Max 2017 Womens 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,” Abloh says in the book. Deconstruction was a favorite technique, leaving the raw materials visible Nike Roshe Run Womens to give the shoe a new feel even to people who are quite familiar with it, as in Abloh’s lauded version Nike Air Max Classic BW Womens of the Air Jordan 1. ”What you’re seeing is actually the foam that’s underneath every pair of Jordans you’ve had since you were a kid,” he explains.

One Nike Roshe Run Womens of the main pillars propping up the nearly $100 billion business of Nike—the world’s Nike Roshe Run Womens largest sneaker company and arguably its most valuable footwear and apparel brand—is air.Encapsulated, pressurized, and housed in the sole of a shoe, Nike’s Air—which is really Nike Air Force 1 Womens nitrogen, to be specific—creates a cushion that gives runners a soft, Nike Air Max Classic BW Dames bouncy footfall. Since Nike’s first shoe with an air-sole unit, the Tailwind, went on sale in 1979, the Air platform has supported generations of different sneakers and billions in sales. But the most ingenious thing Nike ever did with it was 30 years Nike Air Vapormax Womens ago this year, in 1987, when Nike first made its Air technology visible in the sole of a new running style, the Air Max 1.Now, as Nike fights to keep its rival Adidas from further eroding its controlling marketshare in the US and beyond, it’s counting on Air Nike Air Vapormax Dam Max, once again, to do its magic.t made the technology believable, and instantly communicated how Nike M2k Tekno Dam it would feel to wear it.