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Creativity and marketing focus to boost future luxury-sportswear collaborations

Creativity and marketing focus to boost future luxury sportswearThey were seen as unexpected alliances when sneaker brands like Jordan Brand and luxe label Dior collaborated. A lot of hype was generated tickling consumer interest. However, pandemic put paid to their efforts with store closures and supply chain bottlenecks and once bankable collaborations faced troubled times. Both brands now plan to delay their international online collaboration for the launch of the Air Dior capsule collection.

Similarly, New Balance also postponed its anticipated collaboration with luxury men’s fashion house Casablanca on the 327 silhouette. While many of these brands are waiting for the economy and retail to stabilize, experts say demand for collaborations between athletic and luxury labels will continue despite the present hiccups.

The NPD Group senior sports industry adviser Matt Powell believes fashion houses gain more from these collaborations than athletic counterparts. HeCreativity and marketing focus to boost future luxury sportswear collaborations believes associating themselves with an athletic brand gives luxury makers some credibility as an activewear makers.

Insights into sportswear making

These collaborations also provide luxury labels first-hand lessons on the construction of modern sneakers. For instance, through her Puma x Balmain collection, designer Cara Delevingne, was able to apply her signature feminine and floral design aesthetic to some of Puma’s classic, best-selling sneaker styles and in turn, provide customers something new and unexpected. She believes that due to the attention these brands get from media outlets and influencers, a product can be validated instantly.

Making activewear more exciting

However, this is not a one sided affair as TV personality, Tamara Dhia was quoted by Footwearnews, activewear has since long being inspired by luxury brands. Adam Petrick, Global Director, Puma too believes the lines between fashion and athletic-streetwear brands have become increasingly blurred and these collaborations give something fresh and exciting to consumers.

Kelly Fatouretchi, Director of the sport style category at Asics, also believes these partnerships allow brands to explore different avenues of creativity on a different scale. It enables designers to create fun and fresh silhouettes that serve as more fashion-forward options for working out and beyond. The best fashion-focused collaborations allow the partner to lead on creative and to provide a new aesthetic for the brand or create a new lens for the product to shine through.

A boost by social media channels

Joe Grondin, Product Manager, New Balance Collaborations feels social media and digital marketing are the main reason for this. These brands are now represented by high-profile musicians, athletes and entertainers who actively share product, runway shows and parties on social platforms. This visibility lends itself nicely to sneakers, an item that already has a massive culture and following.

And as Shangguan Zhe, Founder, Sankuanz points out, diversified integration is also one of the characteristics of this era. She says most athletic brands have gradually shifted their emphasis to casual shoes and clothing brands. However, in order to expand into new markets, these athletic brands need to introduce more creative concepts and marketing promotion topics.

 
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