Let’s talk merchandizing. Specifically- the world of musicians x sneaker collaborations.
Despite the ongoing pandemic, the sneaker market has continued to see positive gains, both for buyers and sellers. And though thousands of retailers have been working towards hopping on the sneaker hype train, it is big brands like Nike who’s specialized collaborations take the cake. Specifically Nike’s SB (Skateboarding) Dunk, which catapulted in popularity after several high profile collabs- including Ben & Jerry’s and rapper Travis Scott’s Cactus Jack X Nike SB Dunk Low, earlier this year.
While many rappers such as Nicki Minaj and Drake have also already collaborated on their own sneakers, it is less common for other artists in the music industry. Therefore, it was quite a surprise when Nike released the American rock band Grateful Dead X SB Dunk Lows in July.
Inspired by the band’s marching bears logo, three different versions of the sneaker (green, yellow and orange) retailed for $110 through various platforms. The orange version was the most exclusive and could only be purchased at San Francisco’s FTC (For The City) skateboarding shop.
On the sneaker-selling app StockX, the Grateful Dead SB Dunks Lows are selling for $900+ and are expected to continue to rise in value.
This has led us to wonder- what about future collaborations?
With all of the hype and success of the Travis Scott and Grateful Dead collaborations, sneaker companies should consider more with a variety of other artists in the future.
Here are five artist/band examples that we think would be great choices:
1. Celine Dion (Possible Sneaker – Gold Glitter Jordan 1)
After her appearance on James Corden’s Carpool Karaoke, it is no secret that Dion loves shoes. Women’s sneakers are in desperate need of an upgrade and there is no doubt that someone with Dion’s fashion sense could change things for the better. Bringing two icons together, Dion and a Jordan 1 silhouette, there is no doubt that it would be in high demand.
2. BTS (Possible Sneaker – Multi-Color Nike SB Dunk Low)
The current most popular sneaker silhouette should easily go to the current most popular boy band in the world. The design possibilities are endless with all of the members of BTS and their individual styles- similar to the brand’s upcoming collaboration with Civilist. Their devoted fans will surely drive demand and keep Nike SB Dunks at the top of the market.
3. Chloe x Halle (Possible Sneaker – Floral Puma Suede)
Puma has been working hard the last few years on rebuilding their sneaker hype and a young, fashionable group like Chloe x Halle would be a great collaboration for the brand. Puma Suede is one of the brand’s classic silhouettes and Chloe x Halle would bring in some new interest from young sneaker enthusiasts. Considering the duo write and arrange their own songs, they could add unique elements from their most popular songs into the design of their sneaker.
4. Simple Plan (Possible Sneaker – Vans Checkerboard Slip-On)
Because let’s face it, who wouldn’t want the “I’m just a kid and life is a nightmare” van, ESPECIALLY after 2020?
And why a slip-on you ask? Laces can also be a nightmare.
5. Maren Morris (Possible Sneaker – Neon Adidas Superstar)
Country artists are most likely never brought up when it comes to sneakers, which is why someone like Maren Morris deserves a chance at one of Adidas’ classic silhouettes. Morris has a unique and vibrant style; no doubt she would incorporate well into a sneaker.
With all of the potential collaboration opportunities available, sneaker companies should seriously consider their options.
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