Named the PUMA Women’s Creative Director in December 2014, Rihanna has changed the sneaker game by remixing the PUMA suede with a platform sole. The PUMA Creeper sold out in three hours. If anything, the sellout and demands of restocks from customers can only hint that the sneakers were a major hit.
Villa, a sneaker retailer, teamed up with Wale to create “The Bottle Rocket.” The collaboration is based on an Independence Day theme with blue and red contrast on the outside and inside of the shoe. Wale debuted his sneakers in the music video for his latest single, “The Matrimony.”
Pharrell has teamed up with Adidas to create a Superstar “Supercolor.” Supercolors are the same iconic Superstar style but now in 50 shades of vibrantly colored monochrome. The option to choose from various color tones provides convenience — it’s no surprise that the collaboration was and is a huge turnout.
A collaboration or partnership plays a pivotal role for any footwear company. Collaborations can connect consumers with the idea of a new product and maintain a beneficial relationship with a celebrity. Meticulous thinking and planning go into each design, a story between the collaborator and the company. More than the perception of a new shoe — there is creativity, there is art, and there is passion behind every sneaker collaboration. That does not necessarily mean that all sneaker
collaborations are effective. Not all of them are successful — some fall short. In an industry where not all items are pleasing to consumers, it is hard to find that balance for effective sneaker collaborations. The secret lies between staying true to the company’s brand and reflecting their collaborator’s personality — all embodied in a sneaker. Sneaker collaborations are still omnipresent in today’s celebrity-obsessed market. Various sneaker collaborations are effective and instantly sell out at retailers.
This collaboration re-vamped the New Balance shoe with four vibrant prints tailored to women. The idea behind these sneakers was for women to feel comfortable enough to wear their sneakers to the gym or as casual shoe wear — perfect for a trendy girl on the go.
With shoes marked relatively reasonable, Rita Ora puts her own touch of traditional Japanese culture on the ZX Flux and Stan Smith sneakers. The print resembles kimonos with geisha-inspired detailing, while still adhering to the iconic Stan Smith perforated three-stripe feature. These sneakers are tailored for women.
Fragment Design teamed up with Nike to create the Nike “Sock Dart” in 2004. These men’s sneakers returned again in late 2014 with a new design. What is most interesting about this sneaker collaboration is that the “Sock Dart” is a laceless sneaker with an interesting build. The sneaker is designed with a sock-like structure at the top of the shoe to create a more futuristic, trend-setting appeal.
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