Trendplanner » trainers

Brand Collaboration: Get people walking and talking your brand

matt — Fri, 27 Feb 2009 14:22:09 +0000

Recently Trendplanner looked at Brand collaboration, and how brands can join together to share in each others positive associations and audience. One example given was the collaboration between sports brand Puma and classic shoe brand Loake, which produced an interesting piece of footwear that was one part smart shoe and one part trainer.

Puma are not the only sports brand to collaborate with other brands to produce some interesting trainers. Here’s 5 of the best examples:

Adidas & Disney

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Levi & Nike

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Onitsuka Tiger & Mini

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Reebok & Hasbro (Monopoly)

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Adidas & Goodyear

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Want people to promote your brand where ever they go? Just get your brand on their feet!

Posted in fashion, Marketing, Trends Tagged: adidas, brand, branding, car, collaboration, disney, goodyear, levi, loake, mini, monopoly, nike, onitsuka tiger, puma, reebook, sneakers, trainers

Brands: Stop, Collaborate, and Listen

matt — Mon, 09 Feb 2009 13:52:30 +0000

A large part of defining our personality is based upon the links that we have. There is a lot you can tell a lot about a person by the friends that they have. In a digital context you might find out a lot more about a person by looking at their facebook friends or links on their blog, rather than reading the personal details they have provided.

A brand is essentially a personality and there is no reason reason why the same rules don’t apply. Peoples’ perception of a brand will be altered and defined by the links a brand holds.

Brands can make use of links and associations to their advantage. They can collaborate with other brands which posses associations or audiences they desire. For example recently LG have been collaborating with fashion brands such as Gucci and Hugo Boss, to obtain associations of luxury and style.

One of my favourite examples was when classic British shoe makers Loake collaborated with sports brand Puma. Puma gets a healthy dose of luxury, and history, while Loake gets an injection of style and potentially opens up to a new younger audience.

Get it right and everyone’s a winner. On the other hand, get it wrong and you might have quite a job to end the perceived associations.

Posted in advertising, Marketing Tagged: branding, Brands, collaboration, gucci, hugo boss, lg, loake, potential, puma, shoes, style, trainers

High Time for the High Top

matt — Thu, 13 Nov 2008 22:18:24 +0000

The high top trainer has been around for ages but thanks to some clever marketing from different brands they are bigger than ever. Retro trainers inspired from classic basketball trainers of yesteryear are all the rage.

Converse high tops have never went away, but with some fresh campaigns they’ve widened their audience but maintained if not improved their image. Some good digital work such as an improved website and campaign which saw the likes of Pharrell, Santogold, and Casablancas (The Strokes) create a music track together (while wearing their converse of course!) which users could download off the converse site the track went on to be massive on youtube and in the charts.

Then to another iconic high top that never really went away. The Nike Dunk like the converse is another basketball shoe that never really went away, but its profile has recently upped thanks to new editions and the new Nike ID service that allows you to design your very own. The service even extended to a mobile service which allowed you to take a picture of the colour you wanted your dunks to be with your mobile, send it on to Nike, and they’ll send you trainers in that colour – clever.

Now we’ve got Reebok re-releasing some of it’s classic high tops such as the pump, and not to be left out we’ve got High top releases from Adidas, Onitsuka Tiger, and Puma (pictured and personal favourite).

What else can a bit of clever marketing re-invent?

Posted in fashion, Marketing Tagged: converse, fashion, Marketing, music, nike, puma, trainers, video