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Love it or hate it: Do you think the Nike X Tiffany & Co. partnership makes sense? | Marketing-Interactive

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Nike and Tiffany & Co.'s latest teaser has sent social media users into a frenzy. The brand officially released a statement saying that it will be launching its co-branded merchandise on 7 March 2023 with the star of the show being the Nike x Tiffany & Co. Air Force 1.

Crafted in premium black suede and featuring a Tiffany Blue swoosh, the shoes mark a continued celebration of the Air Force 1's 40th anniversary and is the first partnership for the brands. Alongside the shoes, Tiffany & Co. will be releasing a collection of limited-edition sterling silver products. The co-branded designs include a sterling silver whistle, shoehorn, shoe brush and a dubrae for the Nike x Tiffany & Co. Air Force 1 1837 laces.

The sneak initial peek was posted on both Tiffany and Nike's social media accounts, including Instagram, LinkedIn and Facebook, showing a Tiffany blue shoe box with a Nike swoosh that read, "A legendary pair". The post drew plenty of positive comments and a check by MARKETING-INTERACTIVE revealed that many consumers were excited to see the final product.

However, there were just as many consumers who questioned the collaboration, arguing that Tiffany & Co. does not align with Nike as a company.

According to a spokesperson at Meltwater, 12.6% of the social and editorial content surrounding the collaboration was negative with 8.8% positive and 78.6% who were neutral.

According to industry professionals MARKETING-INTERACTIVE spoke to, the partnership is likely a signal that both brands are looking to level up and reach out to new consumers. Given that disruption is the new name of the game, the partnership is highly advantageous despite its apparent disconnect.

"The brands are clearly sending out a message to challenge consumer perceptions and to unleash its limitless potential in the market," said Anson Shum, the vice president of marketing at retail brand SAUVEREIGN. "Both are iconic American labels and I see some sort of hidden adjacency there with their tagline 'A Legendary Pair'," said Shum.

Unfortunately, not everyone agrees that this was a good move on the part of both brands. "In the last few years, we've seen so many luxury brands cave and dip into the street and sneaker market, perhaps this was Tiffany's way in - or more so, just an elicit effort to keep people talking," said Robert Gaxiola, the head of creative, SEA and India at Ampverse.

He added that the partnership is "not an obvious fit at all" because both brands are on different sides of the street - but this is the attraction for many of us.

"It is an instant collector's item. Classic collaborations for Tiffany & Co. include a rare, co-signed Tiffany & Co. GMTmaster Rolex. But this Nike collaboration is quite a different beast, and I think that's the point," Gaxiola noted.

Agreeing with Gaxiola, CEO of Dragon Rouge Asia, Zayn Khan said he too doesn't feel the two have a natural fit given the brand values are extremely different.

"It feels more like a forced partnership to one-up Adidas than a genuine marriage of complements. Sometimes partnerships between perceived opposites work (for example Louis Vuitton and Yayoi Kusama) - a sort of alchemy occurs where both brands gain fresh street creds and relevance. This one just feels like a Tinder date gone wrong," Khan added.

And for the king of sneaker collaborations, this partnership with Tiffany isn't anything special, according to Maximilian Wang, global head of marketing and digital at SAU LEE. Rather just a way to maintain equity through yet another event in an ongoing branding calendar, he said. "It's just headlines and hype in place of having something more impressive cooking in the kitchen."
Revenue-wise - potentially a lucrative move?
He added that sneakerheads et al aren't against this collaboration because of any mismatch in brand values, "Rather, it's just a combination of laziness and bad timing. And since we've already had the Nike SB Dunk by Low Diamond Supply Co, even though that was not an official collaboration with Tiffany, perhaps people want to see something more, something different," he added.

Besides the collaboration being simply a good form of viral marketing, it would appear that Nike and Tiffany & Co. might have a long-term strategy in place as well as they seek to elevate its brands.

Shum added that the pricing of the capsule collection is still somewhat affordable considering the lucrative resale value, so there is clearly a well-thought-out sales strategy that leverages the hunger of the marketing tactic. He added that it was time for the luxury and fashion world to have a little more fun.

Gian Chan, the associate director of Sanrio Global agreed by saying that the collaboration will help increase Tiffany & Co.'s market and reach in the sports market and that it is advantageous for Nike to bring their sports brand into the iconic and luxurious Tiffany world.

Ambrish Chaudhry, the managing director, Singapore, India and Indonesia, of branding agency Superunion added that athleisure is probably the key driver of Nike's share prices after it almost doubled in the last five years.

"Increasingly, Nike is taking on the tenor of a luxury brand. Calibrated scarcity with limited edition drops, much talked about partnerships, an almost reverential focus on iconic models of the past - all these strategies fit well in the best of luxury marketing playbooks," he shared.

"The Tiffany collaboration - and let's face it, it's likely going to sell out in minutes - further cement the brand's luxury credentials," he said.

On the flip side; Tiffany has been undergoing a massive brand makeover ever since the LVMH acquisition. Chaudhry added:

If any company understands how to make a fading brand relevant again it is LVMH.
What makes for a great partnership?
"With Jay Z and Beyonce as endorsers and bold marketing campaigns, Tiffany is trying hard to prove that it is indeed not your mother's Tiffany. This collaboration only further highlights that point. And it's brought the brand back into the conversation again," he added.

In fact, Tiffany & Co. has also worked with brands such as Supreme, Patek Philippe, Jay-Z and Beyoncé, and Pharrell as well. "It seems to me that it is a long-term strategy of Tiffany & Co, or maybe LVMH group as a whole, to pick the strongest from different fields to work with them," said Samson Fong, the former head of marketing at Zenyum.

"It's a step up, moving from collaborations with traditional intellectual properties (IPs) to now super brand partners with the x-factor, delivering a refreshed product with extreme rarity and, at the same time, enjoying the eyeballs from fans of both brands," said Fong

He added that when it comes to Nike, the collaboration only serves to prove that rocketing sneaker prices on sneaker websites are beyond just hype and that the market is really that eager for it. "For Tiffany, I assume they are no longer viewed as just luxury items that men gift their partners, but also as something guys are craving for themselves. Beyond luxury, Tiffany is now also geared up to be the next top street brand and is hotly searched on Hypebeast or StockX," he noted.

Speaking of a wider perspective, consumer brands in general have already lost bit of their soul when they started down this rabbit hole of purposeless crossovers, according to SAU LEE's Wang. "Consumers are fatigued. We saw so many collaborations, a few that were game-changers, some that should never have happened, and so many that were unnecessary. So now that we're entering this post-covid era, brands ought to think more about their intent: what is the purpose, who is the audience, what is the value created - all of which feeds why anyone should care, let alone buy into it," he added.

"The time for collaborations isn't over, however, consumers have much higher expectations. It was a much different time back when there was a real insatiable hunger for it, which is why Dior x Air Jordan 1 was a huge success. But now? It's about surprise, thoughtfulness, and creativity," said Wang.
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MARKETING-INTERACTIVE has reached out to Tiffany & Co. for a statement.

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Love it or hate it: Do you think the Nike X Tiffany & Co. partnership makes sense?

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While it is an exciting partnership, there are many questions swirling regarding if this is a mutually beneficial partnership and if the brands were able to keep to their branding in the process. MARKETING-INTERACTIVE reached out to creatives in the industry to find out more.

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Singapore Airlines extends F1 Singapore Grand Prix title sponsorship for another 3 years - CNA (channelnewsasia.com)

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SINGAPORE: Singapore Airlines (SIA) will continue as the title sponsor of the Formula 1 Singapore Grand Prix for three more years, starting with this year's race which will be held from Sep 30 to Oct 2, the airline said in a press release on Saturday (May 14).

SIA first signed on as the title sponsor in 2014, and subsequently extended the arrangement in 2018 and 2020 for two years respectively.

The new extension will see SIA stay on as the title sponsor of the Singapore Grand Prix until the 2024 race.

The race was previously sponsored by Singtel from its inaugural edition in 2008 until 2013.

The Singapore Grand Prix is set to return after a two-year absence due to the COVID-19 pandemic.

A contract for Singapore to host Formula 1 races for another seven years was signed in January this year. This was the fourth contract renewal for Singapore, and the seven-year extension is the longest for the race to date.

"This year's highly anticipated Formula 1 Singapore Grand Prix will be an important milestone for Singapore, marking the return of a major international sporting event to the city after a two-year disruption due to the pandemic," said SIA's executive vice president for commercial Lee Lik Hsin.

Mr Brandon Snow, managing director of commercial for Formula 1, said: "We are pleased that Singapore Airlines will continue to be the title sponsor of the Singapore Grand Prix for another three years."

Mr Snow said that the Singapore Grand Prix "is the original F1 night race" and "an iconic Formula 1 event loved by fans and drivers".

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Singapore Airlines extends F1 Singapore Grand Prix title sponsorship for another 3 years

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SINGAPORE: Singapore Airlines (SIA) will continue as the title sponsor of the Formula 1 Singapore Grand Prix for three more years, starting with this year's race which will be held from Sep 30 to Oct 2, the airline said in a press release on Saturday (May 14).

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Licensing - H&M and various licensing brands

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Licensing - H&M and various licensing brands

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Licence Clothing & Merch | Women | H&M (hm.com)

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IKEA and Marimekko collaborate on a limited collection - IKEA Global

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Sauna bathing is a beloved activity among many people living in the Nordic countries and an essential part of recreation, especially for the Finns. In 2020, UNESCO added Finnish sauna culture to its Representative List of the Intangible Cultural Heritage of Humanity. IKEA and Marimekko will deep-dive into the self-care rituals of sauna and create a unique collection based on its essential elements.

"We are looking into our Nordic design heritage and a fundamental part of our well-being culture. By combining Marimekko's long history of making iconic prints and IKEA's home furnishing knowledge, we want to spread the elements of this culture to help improve and bring joy to the everyday life of the many people", says Henrik Most, Creative Leader at IKEA of Sweden.

The collection will be full of happy contradictions between hot and cold, simple and bold, playful and calm. It will also mark the first time Marimekko has designed a set of prints exclusively for a collection with a partnering brand.

"IKEA and Marimekko share a strong Nordic heritage and a democratic approach to design, and both brands are committed to bringing joy to the everyday lives of people. We together chose sauna culture as a starting point for this collection not only because of Marimekko's Finnish roots but also because it reflects several of the positive aspects of the Nordic lifestyle - a sauna is typically a space to relax, enjoy, and be completely yourself", says Rebekka Bay, Creative Director of Marimekko.

The collection is planned to launch in March 2023 in IKEA stores worldwide. More details of the collection will be shared at a later stage.
About Marimekko
Marimekko is a Finnish lifestyle design company renowned for its original prints and colors. The company's product portfolio includes high-quality clothing, bags and accessories as well as home décor items ranging from textiles to tableware. When Marimekko was founded in 1951, its unparalleled printed fabrics gave it a strong and unique identity. In 2021, the company's net sales were EUR 152 million and brand sales of the products worldwide amounted to EUR 376 million. Globally, there are roughly 150 Marimekko stores, and online store serves customers in 35 countries. The key markets are Northern Europe, the Asia-Pacific region and North America. The Group employs about 410 people. The company's share is quoted on Nasdaq Helsinki Ltd. www.marimekko.com

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IKEA and Marimekko collaborate on a limited collection - IKEA Global

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IKEA and Marimekko are teaming up to create a collection inspired by the sauna culture and its deep roots in the Nordic lifestyle.

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All the times Jennie Kim proved she was always meant to be a Chanel girl (vogue.sg)

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Few celebrities are instantly synonymous with the brands they're ambassadors for, but for the starlet who's been nicknamed 'Human Chanel' by her legion of fans, it definitely seems like something's being done right. None other than Jennie Kim claims the honour of being Karl Lagerfeld's last chosen muse, before his passing in 2019. Handpicked by the legend himself, the K-pop idol's longtime relationship with the French luxury house has indeed been one to witness over the past six years, since she became the face of Chanel Beauty in 2017 and became the house's official global ambassador in 2019.

As it goes, her recent debut on the Met Gala red carpet on the first Monday in May was one made with doubtless impact-considering the evening's theme. In honour of Karl Lagerfeld, Jennie sifted into a specially recreated dress out of the house's 1990 archives, holding her own in the maison's signature codes: of black-and-white and camellia blooms. But that's not the only time the house ambassador has chosen to make her red carpet entrance in Chanel. Time and time again, the South Korean darling has opted to take up arms in an electrifying ensemble from the maison-without forgetting to embellish it with a definitive edge that only the BLACKPINK member would be capable of.

Likewise, Chanel knows exactly how to orbit around the eclectic universe of its beloved muse. Case in point? For the quartet's Born Pink World Tour, they delivered on two exquisitely crafted custom ensembles for her to don on stage, each one melding the two worlds in harmony: of the heritage house's codes and that of K-pop idol Jennie Kim. But strip away those magical red carpet ball gowns and those delicious head-to-toe looks prepared for her fashion show appearances, and one might encounter a sense of joyful ease still. Derived only from the comfort that the K-pop idol seems to glean from wearing her favourite brand no matter the hour, be it always having her Chanel 22 bag on hand or simply slipping into a micro tee and a pair of jeans for an afternoon with friends.

Traipse down fashion's cosmic memory lane all the way back to their early days together and you just might catch a glimpse of it-how Chanel has always had a part to play in Jennie's impeccable wardrobe choices. With only more shared moments to come, Vogue Singapore looks back on all the times Jennie proved why she was always meant to be a Chanel girl.

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20 times Jennie and Chanel created magic together

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Recounting the longtime relationship between Jennie Kim and Chanel, all the way to before the K-pop star was appointed as a face of the house.

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Co-Branding - Singapore Airlines and Mastercard

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Co-Branding - Singapore Airlines and Mastercard

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Singapore Airlines flyers can enjoy a multitude of benefits and privileges by applying for a co-brand card with Singapore Airlines. For example, the KrisFlyer UOB Debit Card when you maintain a deposit of $1,000 and credit your salary, you can earn 1 mile per dollar spend when you use on Singapore Airlines, Scoot, KrisShop and Kris+. It provides rewards such as S$10 off dining and retail with Kris+, S$10 off ChangiWiFi and more. This encourages people to sign up for Mastercard while encouraging spending to benefit both parties.

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Endorsement: The tiffany & co x beyonce collaboration features high-profile endorsers like Jay-Z and Beyoncé, influencing fans to purchase the product

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Licensing- Chanel and the Luxottica group  (Ming Li)

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Licensing- Chanel and the Luxottica group  (Ming Li)

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https://ww.fashionnetwork.com/news/Luxottica-renews-eyewear-licence-contract-with-chanel,1150868.html

Chanel continues to lend its brand by allowing Luxottica to sell Chanel eyewears with the license. Both brands developed a very strong and valuable partnership over the past 20 years and shaped the idea of luxury eyewear together with highly exclusive and iconic product. This collaboration brought mutual success and satisfaction for both brands.

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Chanel and the Luxottica group have announced the early renewal of their exclusive licence agreement for the development, production and worldwide distribution of the French luxury label's eyeglasses and sunglasses.

The new, five-year licence deal will be effective on January 1 2020 and will end on December 31 2024, with the option of a three-year extension from January 1 2025 to December 31 2027.

"Chanel has developed a very strong and valuable partnership with Luxottica over the past 20 years. We are convinced that Chanel's eyewear will continue to be one of the most desirable fashion accessories thanks to Luxottica's innovative know-how, which magnifies Chanel's creativity and our further enhancement of the client experience in the coming years. We are absolutely delighted to continue this success story with Luxottica," said Bruno Pavlovsky, president of Chanel's fashion division.

"For twenty years, Luxottica and Chanel have shaped the idea of luxury eyewear together, with outstanding, highly exclusive and iconic products, starting with the launch of Chanel's first-ever eyewear collection in 1999. We are proud and thankful for this collaboration which has brought mutual success and satisfaction," said Leonardo Del Vecchio, executive president of Luxottica.

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Luxottica renews eyewear licence contract with Chanel

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News distribution : The new, five-year licence deal between the Italian eyewear group and the French luxury label will start on January 1 2020 and end on December 31 2024, with the option of a 3-year extension until December 2027. (#1150868)

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Celebrity Endorsement - Arnold Schwarzenegger and Salma Hayek

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Celebrity Endorsement - Arnold Schwarzenegger and Salma Hayek

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BMW used celebrity endorsement of these two Hollywood stars to generate hype and attention by using this post as a teaser for Superbowl spot.

This way they leveraged the fame of the two stars and drew interest and attention from the celebrities' fanbase. After that they may be able to keep the consumer gaze on them thus increasing their overall consumer base.

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BMW has revved up a star-studded triumphant return to Super Bowl marketing following a seven-year hiatus with an appearance by Arnold Schwarzenegger and Salma Hayek in the roles of Zeus and Hera.

'Something Electric is Brewing' sees the god of lightning energize the vehicle brand's all-new fully-electric model in the guise of a fictitious upcoming Hollywood movie called Zeus & Hera.

The Hollywood power pair are depicted bending electricity to their will in the dramatic poster, first teased by Schwarzenegger in a bolt-from-the-blue Instagram post that has now generated over 1.7m likes and a mountain of speculation over whether the film is real.

The stunt is actually an ice breaker for BMW's upcoming Super Bowl spot, for which a 30-second trailer has now been released, in which Schwarzenegger dons a beard and gold battle armor to order a macchiato from a confused barista.

Written by Goodby Silverstein & Partners on behalf of BMW North America, the full campaign will debut during the Super Bowl on February 13.

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Hollywood power pair Schwarzenegger and Hayek to electrify BMW for Super Bowl

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BMW has revved up a star-studded triumphant return to Super Bowl marketing following a seven-year hiatus with an appearance by Arnold Schwarzenegger and Salma Hayek in the roles of Zeus and Hera.

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Companies

Example: Nike collaborates with Apple to integrate fitness technology into their products. This collaboration enhances Nike's brand by associating with a technology leader, offering customers innovative fitness solutions.

Explanation: Collaborating with other leading companies allows Nike to tap into new customer bases and markets, while also benefiting from the technological advancements of its partners.

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BMW and Louis Vuitton collaborated on special edition travel accessories designed to complement BMW vehicles. The bespoke luggage set is specifically designed to fit in the trunk of BMW’s i8 sports car which included :

a weekend bag

a garment bag

a pair of travel bags

This partnership aligns BMW with luxury and high fashion, enhancing the brand's appeal to more affluent customers and helps to associate BMW with the image of sophistication and style

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Co-branding-Nike X Ben & Jerry's -John(BJ)

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Co-branding-Nike X Ben & Jerry's -John(BJ)

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In 2020, Nike collaborated with them to create a special edition sneaker called "Chunky Dunky". The design and the colours were inspired by popular Chunky Monkey Ben & Jerry's flavour. This will benefit Nike because they are able to create a bold and unique product that combined 2 of America's favourite brands.

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Nike has been on a collaboration winning streak since the 1990's..

Nike has partnered with a variety of brands, artists, and influencers to reach audiences outside their typical customer base. This strategy has helped Nike grow into the most popular sports brands in the world. In recent years, Nike co-marketing efforts have fueled their tremendous growth across multiple sectors, including health, music, and more.

How Nike's Brand Partnerships Have Fueled Growth

Nike's brand collaborations have allowed them to reach audiences they wouldn't have been able to reach on their own. Some of Nike's most notable brand partnerships have included companies such as Apple, Beats by Dre, and CLOT.

Nike's 2006 collaboration with Apple skyrocketed its relevancy. This partnership led to the creation of the Nike+ Run Club App, which helped Nike become a leader in the digital fitness space. In 2013, Nike's partnership with Beats by Dre helped Nike move into the music sphere and get in front of people who use their sportswear as a symbol of culture.

Nike's brand collabs help them to break into different spheres of influence and maintain relevancy as a legacy sports brand. They also help Nike build a reputation as a company that produces high-quality products and cares about customer' needs.

Supreme x Nike

Supreme x Nike is one of the most famous collaborations in existence. The brands started working together in the 1990s, and since then, they've teamed up several times to create many diverse lines of clothing, shoes, and accessories. The collections are always met with overwhelming demand, with many items selling out within minutes of being made available online.

Jaquemas x Nike

Jaquemas is a young, up-and-coming French fashion designer whose innovative designs have won him critical acclaim. His collection for Nike was inspired by the minimalist chic lifestyle that more and more Europeans are embracing. The collection includes athletic apparel and footwear in Jaquemas' style for both women and men.

Jaquemas' collection for Nike is a great example of how the company uses brand partnerships to tap into new markets and grow its business. By partnering with Jaquemas, Nike was able to reach a new customer base of high fashion consumers .

Apple & Nike

Apple and Nike's first collaboration was in 2006, when Nike released the Nike+iPod Sport Kit. The kit allowed users to track their runs with the iPod Nano and receive feedback on their performance.

This partnership has allowed Nike to reach new customers through Apple's vast ecosystem, while it gave Apple a new purpose for their technology.

The Nike+iPod Sport Kit was just the beginning of their partnership. In 2010, the Brands released the Nike+ FuelBand, and in 2016, they launched the Nike+ app for iPhone and iPad.

The Nike+ app is a fitness app that allows users to track their runs, set goals, and compare their progress with friends. It also integrates with the Nike+ FuelBand to provide a complete picture of users' fitness activity.

CLOT & Nike

Around the same time that Nike started working with Apple, they also partnered with CLOT, a cult streetwear brand from Hong Kong. Together they bridged the gap between Eastern and Western fashion by releasing a special edition Nike Air Max 1. The shoe featured a unique red and white colorway and was inspired by Chinese acupuncture and acupressure practices,.

Nike x Ben & Jerry's

In 2020, Nike used brand collaborations to break into the food industry. They partnered with Ben & Jerry's to create a special edition sneaker called the "Chunky Dunky." The design and color pallet was inspired by the ever-popular Chunky Monkey Ben & Jerry's flavor. By partnering with Ben & Jerry's, Nike was able to create a bold and unique product that combined two of America's favorite brands.

Conclusion

Nike's use of brand partnerships has been essential to their exponential growth and success. By partnering with other brands, Nike has surprised its loyal customer base with unique new products, reached new audiences, and driven innovation in multiple markets.

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Nike Brand Collabs: How Nike Leverages Brand Partnerships for Growth | Blog

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Nike's use of brand partnerships has been essential to their exponential growth and success. By partnering with other brands, Nike has surprised its loyal customer base with unique new products, reached new audiences, and driven innovation in multiple markets.