I thought this very cool collaboration was worth sharing. I think it’s a great example of marketers in a highly competitive, fast paced industry realizing that effective marketing strategies won’t remain powerful forever (especially once they become such commonplace across the industry). That strategy here is the long used pro-athlete endorsements that have in recent years been a powerful ally for a variety of shoe makers. Not that this means they’re abandoning that still worthwhile portion of their marketing efforts, it’s just encouraging to see they’re going beyond the norms of what makes shoes worth having. I’m not even a kicks enthusiast and I got pretty psyched just reading about this. Talk about creating demand through exclusivity!
If you read nothing else, check out the last paragraph of the article. Some insightful stuff about the nature of creativity – it never breeds as well when it has boundaries.
It’s not often that we get to help one of our clients celebrate 100 years of history. It’s been especially fun working with B. Frank