Source: Tiffany, Hair Ornament
“Tiffany X Nike Air Force 11837” is a limited edition model that Nike and Tiffany have decided to collaborate with, but 1837 gives the brand meaning in Tiffany’s founding year. <Tiffany X Nike Air Force 11837> sold for $400
Source: Tiffany, Hair Ornament
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Prior to Tiffany’s release of Louis Vuitton X Nike Air Force 1 Viber Ziltablo, a collaboration model with Louis Vuitton, for 3.62 million won, and has formed a tremendous reserga <Louis Vuitton X Nike Eoforth 1 Viber Ziltablo>
Source: Louis Vuitton
In 2020, Lyserga reached 15 million won despite the launch of Air Jordan 1 OG Dior, a collaboration model with French luxury brand Dior, for 3 million won.
Source: Dior
Nike is not a luxury item. However, it is a unique company that increases its value through collaboration with brand-name products. The design doesn’t change either. Just make new changes through collaboration. Designing a new product takes a lot of time and money, but Nike is not the only target of collaboration for luxury companies that know the power to move consumers’ minds in a really smart way. Nike will raise the brand’s awareness and value by sponsoring the best sports stars of its time. Typical examples are Michael Jordan, Tiger Woods, Cristiano Ronaldo and Roger Federer. He and Michael Jordan also created a brand called Air Jordan.Through constant collaboration, Nike has been the highest value clothing brand for 8 years <Top 10> – As of 2022 –
Source: Brand Finance
Naturally, the brand value of Adidas, which has a competitive relationship, is widening. Only 13 years ago, in 2010, the gap between the two was 2.5 times, but it increased 3.2 times in 2021 (varies depending on the research institution). The two are also far behind in the top 100 brands. Nike ranked 11th overall, while Adidas ranked 49th (Inter Brand survey results) <Nike vs. Adidas brand value trend>
Source: Statista
I personally believe that Nike’s high brand value compared to its rivals lies in its strategy of pursuing diversity. Nike has long pursued diversity in collaboration (corporate and designer), race, gender, religion and culture. Of course, the sports lineup also pursues diversity, but consumers fully know that Adidas focuses on soccer and fashion, while Nike has a much wider range. Even at the expense of everything >
source —Nike
Just because we pursue diversity like Nike doesn’t mean we’re just going to succeed. Converse’s ambitious collaboration with Hello Kitty has attracted a lot of attention, and H&M, a SPA brand that couldn’t work, is also remembered as a failed collaboration with Balmain, a French luxury brand. The two companies failed to overcome different core values <Collaboration between Converse and Hello Kitty>
source —Converse
In the market, based on diversity, companies that are good at collaborating are given high corporate value. Nike, Louis Vuitton and Supreme are typical. The preconceived notion that only clothing brands are good at collaborating should be abandoned. Korea’s Kompyo and Donghwa Pharmaceuticals are also representative companies that are good at collaborating. Such companies are more likely to increase their brand value in the long run than other companies <Global Clothing (Fashion) Company Market Capitalization Ranking>Source: Campnies MarketCapSource: Campnies MarketCap