ALL ABOUT COLLABORATION FROM THE WORLD OF SNEAKERS
Sneaker culture has a long history, but collaborations between brands and designers are a relatively new phenomenon. In the last 20 years, which is roughly the time since the first collaboration between Stüssy and Nike , new limited sneakers appear almost every weekend. Collaborations add energy and hype around these products, but how are they selected and created? Let's look at it from the perspective of brands, retailers and independent artists.
The reasons for collaboration vary according to the parties involved and their needs. Sports brands, artists or sellers trying to create something unique and attract customers' attention. It usually starts organically when they admire each other's work and want to explore how their aesthetics and opinions might work together.
Choosing a partner for collaboration depends on authentic relationships and networking. Aljoscha Kondratiew , CEO Solebox , explains: “You need to have a certain basic relationship with the brand. It helps if you've been involved in a few events in the past.”
The success of the collaboration depends on how the original goals were met. Sales are the basic measure of success, but other aspects are also important, such as customer satisfaction or support of social causes . Upcycling expert Helen Kirkum shares similarly organic beginnings for projects between indie brands and creatives: "We have a mutual admiration for each other's work and want to explore how our aesthetics and opinions can work together."
During cooperation, open communication is important so that the results are successful and authentic. "It's imperative that the creative process is transparent and that we can work together to solve the challenges that come up," says Helen Kirkum.
In some cases, it can take several years for a collaboration to materialize as both parties search for the right opportunity and the right topic. Many times these are long-term plans that have been thought through for years. Sometimes these are quick things that happen spontaneously, but most collaborations are longer-term plans.
Once all the details of the collaboration are worked out, brands, retailers and artists can work to promote the product through marketing campaigns, including public appearances, social media and special events. In this way, they can create excitement and interest in their products and brands, which is reflected in sales and brand awareness.
In today's competitive environment, the success of a collaboration is often tied to how authentic and unique it is. Bernard Koomson, founder of deadHYPE, says: “When a collaboration is genuine and authentic, people feel it. If it's something that's forced, people feel it too. You have to be honest about your intent and you have to do it right.”
Whether you're a young creator, a collector of limited edition sneakers, or a classic lover of these collaborations, it's important to understand the story and values behind the sneaker collaboration you're considering for purchase. Ultimately, it is authenticity, uniqueness and shared values that make collaborations successful and interesting for a wide range of customers. In our e-shop, you can choose from a rich selection of limited sneakers created from various collaborations with artists and brands. Therefore, visit it and discover unique pieces that will impress you with their design, story and quality.
