Towards the beginning of this week, the promotional campaign for the black version of the Virgil Abloh and Nike‘s Air VaporMax was a detailed visual examination of the shoe and special promotional efforts from retailers like END. Continuing the global frenzy for the show, a special Shanghai Fashion Week 2018 pop-up event also focused on giving the shoe centerstage.
Following up Shanghai’s recently-held pop-up for the ACRONYM and NikeLab Air VaporMax Moc 2, Virgil Abloh’s Air VaporMax collaboration was given its own unique showcase. Influenced by traditional Chinese culture, the Shanghai Fashion Week pop-up featured a contemporary reinterpretation of the Chinese fabric shops of past generations. Inside, visitors were invited to a clever raffle that awarded its lucky winners “Mung bean cake with special NikeLab logo Chinese teacup;” an opportunity to create your own personal tote bag with “Chinese patchworks, imperial jade seal, calligraphy pens” and your choice of silk or cotton fabrics; and a chance to purchase the all-new black Virgil Abloh and Nike Air VaporMax.
You can take a look at the Shanghai Fashion Week pop-up for Virgil Abloh and Nike’s Air VaporMax “Black” above.
For more form Virgil Abloh and Nike’s recent collaborative efforts, check out the other, lighter-toned sneaker that accompanied the black Air VaporMax’s introduction; that shoe is expected to drop sometime next month.