Wed, 01 Feb 2023 16:30:24 GMT
Luxury urban collabs have been a successful way for brands to collide and increase affinity and cultural value. Ever since LV and Supreme’s iconic skateboard luggage, Offwhite, and Virgil Abloh’s massive influence on more traditional and somewhat conservative stables, has helped unleash a wave of partnerships.
Fragmented audience energy amongst different verticals have allowed this alchemy to play out in modern and sometimes surprising ways, including the Tiffany 'NFTiff' collab with Cryptopunks resulting in $50k Tiffany pendants for punk holders. The cultural conversation sparked by these releases’ benefits both brands. In the case of Nike and Tiffany, the collab sees Tiffany build on its validation from Jay Z and Beyoncé, while introducing it to a new audience, and it gives sneaker heads a shiny and premium drop to brag about. Just like the Dior x Nike drop, the price point and limited release will no doubt inflate demand and envy.
This isn’t the first time Tiffany and Nike have collaborated - back in 2005 a low Dunk release will set you back over £2k now on Stock-X. The difference in 2023 is LVMH own Tiffany and the luxury group’s activity since acquisition in 2019 has been prolific.
With Yeezys and Adidas done, and Virgil no longer around, the bar is lower for Nike. At $400 a piece, we’ll see if the culture creates a frenzy - my view is they probably will. Whether people manage to bag a pair will be irrelevant. To the overheard audience, the increased value for Tiffany and Nike will see both brands continue to prosper.