The goal is to appeal to new markets and build brand image, equity and credibility.įor connoisseurs, or “sneakerheads”, the value of a collaboration is in its scarcity (often released as a limited edition) and the story it tells. Links to sports stars, artists and lifestyles have transformed once practical and comfortable sports shoes into highly fetishised commodities.Ĭollaborations are a marketing tactic in which two (or occasionally more) brands combine their values and aesthetics to produce a unified product. From the archetypal Converse “Chuck” Taylor All-Star and Puma Clyde, to the Nike Air Jordan and Run DMC Adidas Superstar. While the 8th Street Samba isn’t designed to be a sustainable shoe, we’re interested in how meaningful partnerships can help to inspire a slower and more sustainable fashion system.Ĭollaborating is key to sneaker and streetwear culture. Pre-orders of a subsequent second release closed, with buyers willing to wait up to six months for delivery.Īs fashion researchers, we’re concerned by the environmental impact of an ever-increasing number of collaborations, where authenticity is undermined by commercial objectives. Pairs of the limited edition sneaker have resold for up to five times the original price. In a saturated market, fatigued by increasingly gratuitous partnerships, fashion news outlets have praised the collaboration for its timeless authenticity, touting it the “perfect sneaker” and “holy trinity” of collaborations.Īnd consumers seem to agree. But the recent release of Kith founder Ronnie Fieg’s 8th Street Samba for Adidas Originals and Clarks Originals is special. From Nike Air Force 1 x Tiffany & Co to Crocs x KFC, footwear collaborations are rife.
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