A solid sneaker partnership can change the face of a brand or boutique. But what makes a good sneaker collab? We spoke to experts on the store and brand side to get their take on working on these projects. See what the panel had to say below and share what kind of collabs you’re into in the comments section.
Deon Point
Manager and Buyer, Concepts
“It’s successful if we can look at it six months or a year from now and it’s still relevant. We’re not looking at things to be a quick in-and-out hit. It’s about telling a story. We take pride in everything from packaging to in-store installations to marketing. All of those things together make a collaboration special.”
Louis Colon
Director of Heritage & Lifestyle Product, Fila
“Number one is if the collab is building and reaching out to new consumers. There are a lot of collab projects that people say ‘what the?’ The other part is executing the project where both parties are very happy with it. There are always logistical issues that could go astray and you have to make sure the product quality, execution, timing, and everything is done on point.”
Mike Packer
Owner, Packer Shoes
“When you work on project, you have to have confidence in it, and you put the spin on it you would like to. It’s not a one-man show. We have a long list of guys working on store projects. When we do collabs, they know who the core audience is and what we would like to bring to market. We have done a lot of things heritage or sports driven. Having those things come to life internally is not as easy as people think. Thankfully, over time, each company is different, and you get to know the good cadence on how things are going to be brought to life.”
Luis Navarro
Senior product manager, New Balance
“At New Balance, we work with partners who we have a long-standing, supportive relationship with and drive creativity. We get to work with additional creative minds in the footwear space who bring a fresh, new perspective to New Balance Lifestyle. A good retail sneaker collab has a good story, is wearable and rich in details.”
Rick Williams,
Founder, Distinct Life; Co-owner Burn Rubber
“When it relates to working with sneaker companies, I have to be a fan of the product. No matter if it’s a huge company like New Balance or Reebok, or a small company like Gourmet, if their is a product I enjoy or stand behind, I’m willing to put a story behind it. It could be a huge company and if none of your silhouettes resonate with me, there’s really nothing I can do. I have to be a fan of the project.”
Shane Downey
Senior heritage business manager, Brooks
“I think the first thing is partnership. To me, that’s what these partners have to be. The first thing is the partnership and that is the founding principle. It’s where both parties will benefit, both parties can grow, and both parties can learn from it. The ceiling of the project is the story itself.
Any collaboration project is truly a colorway. It’s a special makeup. How do we make the makeup special? That’s also the story. Having that connective story and how you’re going to tell the story in the marketplace, the materials you’re going to utilize, and final production is all important. Then, discovery details. The sock liner, custom packaging, the lace aglet, the tissue paper, what’s in the shoe - I think those are the elements that are exciting for people.”
Danny Waserstein
Owner, Shoe Gallery
“A good collaboration comes about when both brands give 100 percent to the design process, and also create a strong story to back up the collaboration. When both brands are excited and take initiative to get the project from the incubator to final stage, you know you have great collaboration in the making.”
Cory Long
Lifestyle Brand Manager, ASICS
“It’s got to be a compelling reason for the brand entity whoever it is, designer, artist to get together. Its got to bring something different to the market. The challenge now is what hasn’t been done and how can you explore that. It’s a good time for the consumer. I think what brands are doing and what everyone is bringing right now, it’s a feast. Its incredible. Ultimately the model has to be right, the brand has to be hot, the partnership has to be compelling, and then what’s the story. Do they give you something to chew in to? If you have the right combination of all those things, in this market today, your Saturday morning launch days will last about twenty minutes.”
Chase Ceparano
Co-owner, RISE
"For me it's about the story, the project can't lack a backbone. It must have a vivid and illustrated storyline. Something relatable for the end customer. I believe in using the web to tell the story. I'm a bit older than the typical consumer base -- but regardless of your demographic -- the power of the Internet is incredible. The more content you put out there, the more you give someone something to attach themselves to. The way you tell your story is definitely the key to success of a project like 'Keys Open Doors'."
