Virgil Abloh’s Collaboration with NikeLab

The Brief

A planner calls with an urgent need: a buzzy celebration for NikeLab on Michigan Avenue — Virgil Abloh’s collaboration with Nike, and a space for local architects and designers to host workshops with the Chicago community. The event will be sponsored by Effen Vodka and Courvoisier, featuring best-in-class bartenders. 

Virgil Abloh is a Chicago native, entrepreneur, artist, and DJ who has been the artistic director of Louis Vuitton and currently heads up Off-White — a street-style inspired line that’s beloved by Instagram digirati and high fashion lovers alike.

This is a special event for the Chicago art, athleisure, and philanthropy communities that require a hip, original and pop culture approved menu, that will play well on social media and fit into Abloh’s unique style. 

The EC Solution

Begin by distilling the essence of the NikeLab brand — this is about action, intensity, sex appeal, athleticism, and au current food and drink trends. NikeLab describes itself as “innovation by Innovators. Elevating performance and sport style product with uncompromised function and exceptional form.” So we’re immediately thinking about elegance, sculptural details, empowerment, and creating a mood for the event that’s both artistic and amped up, fueled by unusual ingredients and Instagram-motifs. And we’re thinking about Virgil Abloh’s style — which incorporates street style, architecture, international travel, and pop culture motifs. 

We feature the best bartenders in Chicago and the greater Midwest, with an eye towards curating and creating custom cocktails to fit in line with the NikeLab ethos and with the liquor sponsors, Effen Vodka and Courvoissier. 

We partner with the client on the waitstaff, to curate local influencers, models, and athleisure experts, and create a custom cocktail program. Drinks include Courvoissier French 75s and Cognac Mules, and guests sample EC small bites, while perusing NikeLab’s latest creations, and community projects. The EC team is outfitted in custom NikeLab Swag and takes part in the shoe recyclery, where old sneaks are turned into a community basketball court. Slam dunk.

How do you throw a brand launch?

A brand launch can propel your brand into the hearts and minds – and IG Feed – of your target market. Our EC Corporate Event Specialist will work with you to set a venue, a date, and to create the brand experience that will resonate with your guests and ensure they boast about it to all their friends.