Nike Ten Offwhite Campus
Nike UK
Rosie Lee Creative
Client:
Nike UK
Team:
Mark Boyce
Joe Maloney
Joseph Ng
James Nelson
The challenge was to bring Abloh’s high-fashion aesthetic into a culturally accessible space for a UK audience. We took his idea of redefining sneaker launches and made it interactive by inviting attendees to participate in creative workshops at Nike’s “OFF-CAMPUS,” a temporary teaching space that encouraged hands-on creativity before they even thought about purchasing.
NikeLab 1948 in Shoreditch became the core location, split into two distinct themes from The Ten collection: “REVEALING” and “GHOSTING.” Each area was carefully designed to not just sell shoes but to immerse visitors in the cultural history and creative DNA behind each model. For example, the Air Max 97, deeply rooted in UK rave culture, featured a reactive sound and water display to reflect its connection to that scene.
The real heart of OFF-CAMPUS was located in a repurposed East London gallery space. Here, we curated a series of workshops that captured the reconstructive spirit of Abloh’s designs. The centrepiece was an installation by artist Diane Edwards, displaying work created by participants throughout the event.
Attendees weren’t just spectators—they were asked to get hands-on, deconstructing and customising Air Force 1s and vintage Nike tees or producing ‘agit-zines’ from Nike ads and iconic imagery. Leading these workshops were some of the world’s most influential creatives, including Neville Brody, Michele Lamy, A$AP Nast, Eddie Peake, and Grace Wales Bonner.
We also kept the energy high with a cross-city run led by JME and thought-provoking talks at the Barbican from Abloh himself, alongside Benji B and Kim Jones. It was more than a product launch—it was a cultural moment, celebrating creativity in its purest form while paying homage to the legacy of both Nike and Virgil Abloh.