Nike and Tiffany & Co. are collaborating on several products, including a pair of sneakers and silver shoe accessories, that will launch March 7. The sneaker will be an all-black pair of Nike Air Force 1 sneakers, also known as 1837s, featuring the Nike swoosh in Tiffany blue and a sterling silver adornment.
The sneakers will retail for $400, a significantly higher price tag than the approximately $100 for standard Air Force 1 sneakers. The collaboration also will include a branded silver shoehorn, a shoe brush, shoelaces and a silver referee whistle, which will range in price from $250 to $475.
Collaborations between retailers and brands are becoming more popular as companies work together to leverage their combined assets, technology and fanbases in order to build hype or create new opportunities for both parties. Other recent retail partnerships include:
- Gap opened a “brand store” on Amazon featuring its apparel essentials, marking the first time Gap products are available directly through the retailer rather than third parties;
- Nordstrom entered a partnership with Allbirds, selling its shoes as part of its sustainability push, and ASOS, leading to the creation of a new immersive experience aimed at young shoppers;
- Walmart teamed up with British retailer Space NK to enhance its beauty offerings with a collection of 600 curated products from 15 prestige beauty brands; and
- Target expanded an existing collaboration with Levi’s to an additional 300 stores in order to help it become a “denim destination.”