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The Question About Sneaker Collaborations

 

What do you do when you want to know more about a subject? You get some help from the pros. Enter Tyler Blake, not that he really needs an introduction He’s a well-known sneaker enthusiast with an insane YouTube channel, he helped build and run SneakerMob.com, worked with Saucony Originals on strategic marketing, and at age 20, took over the Putnam Club to create the New England SneakerSocial at Gillette Stadium. Pretty cool, right?

Guest Post: Tyler Blake

@TBlake

Extra Butter x Saucony Shadow Master “Space Snack”

 Collaborating is often seen as one of the most effective ways to grow and build an audience for your brand. Traditionally the thought process behind collaborating is that your brand’s following will “cross-pollinate” with the following of the brand you are working with, and in turn you gain new fans or customers. Collaborations happen across various industries, and though they are generally seen as positive occurrences, it is key to measure the cohesiveness of value propositions to make sure that the collaboration makes sense.

In the sneaker industry, the number of collaborations among brands is arguably at an all time high, and while they certainly are exciting for consumers, it’s important to recognize who is benefiting most from the collaborative relationships, and if the collaboration is hurting the core brand identity or mission.

Most recently, we’ve seen Nike team up with some heavy hitting designers in the high-fashion realm. Working with Pigalle and Riccardo Tisci of Givenchy, Nike created several premium Air Force 1 iterations. Priced at a premium and released in limited quantity, at first glance it would appear as though Pigalle and Tisci are benefiting most from the collaboration. After all, few get the privilege of working with Nike on a project, and even fewer get to create an entire collection that is distributed globally.