Why Do Luxury Brands Want To Join The Sports Brand?

Perhaps friends who like to pay attention to fashion and sports shoes will find that the recent major sports brands, including PUMA, Adidas, Nike and so on, have launched new moves in cross-border joint names. They are also a joint venture and a luxury brand.

The similar action of "getting together" can not help people guess the real reason behind it.

BALMAIN and PUMA launched the first joint series.

Cara Delevingne has maintained high density cooperation since its cooperation with PUMA in 2016. Meanwhile, BALMAIN is also an important partner of Cara Delevingne. As BALMAIN Olivier's global creative director Olivier Rousteing said, "no modern style idol can be more closely related to the" troublesome "theme of the autumn 2019 fashion show as Cara Delevingne. "

Perhaps it is because of the Cara Delevingne's proposal and the brand fit of PUMA and BALMAIN. In mid October, BALMAIN announced a joint partnership with PUMA, which is the first time since Cara Delevingne and PUMA have joined the design.

BALMAIN global creative director Olivier Rousteing emphasized that this is not just an ordinary fashion joint name.

"Cara is a close friend of mine, and this cooperation is the fruit of our shared vision," he said. "Every party involved in this series of cooperation: PUMA, BALMAIN, Cara and I are determined to create some designs that are never out of date. Most importantly, we insist on passing out our strong ideas through design to accurately reflect our distinctive characteristics and our unchanging beliefs. "

Prada and Adidas officially announced the launch of a joint series.

In fact, this is not the first time adidas has cooperated with luxury brands. As early as 2017, Adidas jointly launched Pharrell Williams and CHANEL jointly launched the global exclusive CHANEL shoes X Adidas Originals NMD Hu.

Following the rumors at the end of last month, Prada and Adidas formally announced their cooperation in November 7th, and each set up a special page on the official website.

For this cooperation with Adidas, Prada official website explains this: Prada and Adidas, the leading sports apparel brand, are working together to start a new cooperative journey. The purpose of this collaboration is to investigate the field of technology and innovation, and to challenge traditional knowledge through unexpected strategies.

Adidas's sports traditions and visionary technology development methods are combined with Prada's world-renowned history in leather products and the unparalleled view of luxury and quality. This is the pronoun of the brand "Made in Italy".

Although Prada and Adidas have not yet disclosed specific cooperation contents, the joint names of the two parties will include two pairs of shoes, and the Prada for adidas joint series will be produced by Prada in Italy. There will be male and female money to choose from, and it is scheduled to be released in December.

The joint series of Dior and Nike/Jordan Brand is about to debut?

In fact, as early as 2017, Kris Van Assche, former creative director of Dior, released a new Logo picture of Dior and Nike in her own Instagram, and tagged "JUST DO DIOR." copy, which sparked popular debate for a while. However, Kris Van Assche later deleted the post, and there was no further information.

Until a few days ago, Instagram account outpump mentioned the joint name, and mentioned that Dior and Nike seemed to have a very good chance to launch cooperation soon after, and the news was also forwarded by the well-known breaking account supreme_leaks_news, which led to public speculation.

And shortly after the news was released, Dior and Nike's Jordan Brand came out again. According to the Instagram's Ovrnundr account, Dior will launch joint cooperation with Jordan Brand, with Air Jordan 1 as the blueprint, and the global limited sale of 1000 pairs, priced at $2000, and is expected to be officially released in June 2020.

Looking back at this joint project, why do Dior choose each other with Nike? It is not hard to see that behind this action there is no need for the Dior men's wear design director Kim Jones's "matchmaking".

During Kim Jones's appointment as director of design for Louis Vuitton men's wear, she led the joint development of Louis Vuitton x Supreme, which broke the boundaries and imagination of luxury brands and street brands. At the same time, it also won huge business success. More rumors were reported that the sales volume of the cooperative series reached 100 million euros.

At the beginning of last year, Kim Jones announced that he would be the artistic director of Louis Vuitton men's wear and be the artistic director of Dior menswear. In the short period of more than a year, Kim Jones completely reversed the image of Dior men's clothing.

For example, its personal team is very strong: Hat designer Stephen Jones, right-hand assistant Lucy Beeden, Matthew founder of trend brand Alyx and jewelry designer Yoon Ahn, this combination not only balances the relationship between high fashion and street trend, but also touches the hearts of many young consumers, so this joint series with Nike and Jordan Jordan also makes people look forward to it.

As we all know, the luxury brand of the head is very different from the designer brand, and it has more stringent conditions and more rigorous attitude when dealing with joint cooperation. One is to pursue the perfect display of its technology and design, the other is to pursue the professional and comfort of sports.

But with the millennial generation becoming the main force of luxury consumption, street pop culture has become an important reference point for major brands to design garments and shoes. At the same time, luxury brands also actively adjust their brand strategy to adapt to this change, including replacement, but this does not mean reducing sales of brands while reducing their brand tonality.