Today we have as protagonist a curious and interesting example of cobranding, created by Nike and Tiffany & Co. Under the name “A legendary pair”, both brands have launched a shoe that combines the essence of both firms. Sport and luxury merge in a provocative proposal.
As a teaser, the initial communication of this proposal focuses on a box of turquoise blue sneakers characteristic of Tiffany & Co. To this is added the iconic Nike symbol on the cover. The photograph is accompanied by the copy “A legendary pair” in an obvious play on words. The legendary pair alludes to both brands as well as the pair of sneakers themselves.
This example of cobranding brings together two different worlds, Nike’s and Tiffany’s, in which both gain visibility
The image above shows what the possible sneakers would look like, which have already been circulated on digital platforms. Although none of the brands have confirmed that the sneakers in the images are the corresponding ones, the publicity achieved has already had its effect.
For the moment, the marketing price of this product is also an unknown, but it is obvious that it has to be an eye-catching amount to be aligned. What is certain is that the expectation it generates is already worthwhile.
This cobranding action would be the first for Tiffany & Co in the footwear segment. Although it is true that in 2005 a pair of Nike sneakers bore the brand name, but without the involvement of the luxury brand.
There are many examples of cobranding where the brands involved have a complementary connection, such as:
Goiko and Grefusa, cobranding to create the burger with MisterCorn
Although in other cases, the relationship is not so obvious, such as:
Laduree and Louboutin, cobranding to create exclusive macarons
