Nike x Virgil Abloh Pop-Up in Hong Kong: Bringing “The Ten” Collaboration to Life

 The collaboration between Nike and Off-White founder Virgil Abloh became one of the most talked-about sneaker projects of the decade. Known as “The Ten,” the collection reimagined ten classic Nike silhouettes through Abloh’s distinctive design philosophy.

To celebrate the collection, a dedicated pop-up store in Hong Kong transformed the collaboration into an immersive exhibition experience. Organised by Hypebeast, the activation brought the story of the sneakers to life while giving fans a rare opportunity to engage with the design process behind the collection.

Pop-up stores have become a powerful strategy for sportswear brands launching collaborations or limited releases. You can explore more examples in our guide to how sportswear brands use pop-up stores and across other sectors in our overview of pop-up shop strategies by industry.

Nike Pop-Up Store for “The Ten” Collaboration

To celebrate the release of the Nike x Virgil Abloh collaboration, Hypebeast launched a dedicated Nike pop-up store in Hong Kong that showcased the creative process behind the collection.

Rather than functioning as a traditional retail space, the pop-up was designed as an exhibition exploring how Abloh reimagined ten classic Nike silhouettes. Visitors could experience the design evolution of the sneakers while discovering the story behind the collaboration.

The activation demonstrated how temporary sneaker pop-up stores can transform product launches into cultural events, combining storytelling, design and community engagement.

The Nike x Virgil Abloh Collaboration

“The Ten” collection saw Virgil Abloh reinterpret ten iconic Nike sneakers, including models such as the Air Jordan 1, Air Max 90 and Air Presto.

Abloh’s approach focused on exposing the design process itself. By adding visible stitching, quotation marks, industrial labels and DIY-inspired elements, he transformed familiar silhouettes into experimental objects that blurred the line between footwear and art.

The result was a collection that resonated deeply with both sneaker collectors and the broader streetwear community.

An Immersive Sneaker Pop-Up Experience

The Hong Kong pop-up store expanded on the narrative behind the collection by presenting the sneakers in an exhibition-style environment.

Rather than simply displaying the finished products, the space explored the creative process behind the designs. Visitors were able to see how the classic Nike models were deconstructed and rebuilt through Abloh’s collage-inspired aesthetic.

The exhibition, titled “The Icons Reconstructed,” offered a behind-the-scenes look at the design evolution of the collection. By highlighting sketches, works-in-progress and conceptual elements, the space encouraged visitors to engage with the craftsmanship and experimentation behind the sneakers.

The pop-up was located on Wyndham Street in Central, one of Hong Kong’s most vibrant retail and nightlife districts. Hypebeast organised the project and worked with Storefront to secure the location for the temporary activation.

Why Pop-Up Stores Drive Sneaker Culture

Pop-up stores have become an essential part of sneaker culture, particularly when it comes to limited releases and collaborations.

Temporary retail spaces allow brands to create exclusive environments around product launches, generating excitement while strengthening connections with their communities.

For the Hong Kong activation, visitors could enter a raffle for the opportunity to purchase a pair from “The Ten” collection — reinforcing the exclusivity that defines sneaker culture.

By combining exhibition design, storytelling and product access, the pop-up store turned the launch of the collaboration into a memorable cultural moment.

Launch Your Own Pop-Up Store in Hong Kong

Pop-up stores are increasingly used by fashion and sportswear brands to create immersive retail experiences around product launches and collaborations.

Explore available pop-up shop spaces in Hong Kong to find the right location for your next activation.