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interface news reporter | shi yiying

interface news editor | lou qiqin

the nike and nigo joint series, which is hailed as nike's most important joint in the second half of the year, has been officially announced: including the air force 3 joint shoes and clothing series, will be released in tokyo and other places on september 28, while the greater china region will release an exclusive logo version through nike's own snkrs app on october 4.

tomoaki nagao, nicknamed "uncle nigo" by the fashion circle, is a famous japanese fashion designer and entrepreneur. nigo has many fashion labels, such as the leader of the japanese fashion circle, the leader of street fashion, etc. his most well-known fashion brands are a bathing ape (bape) and human made. among them, bape, which is famous for its ape head pattern, is an iconic fashion brand of street culture. at the same time, he also served as the creative director of kenzo. in addition, pharrell williams, the current creative director of lv men's wear, has expressed his admiration for him many times, which shows that the fashion circle recognizes nigo.

nigo has collaborated with many sports brands, including adidas, puma, and uniqlo, but this collaboration with nike is the first time the two have collaborated. since the news of the collaboration was announced in april last year, a year and a half later, the co-branded products are finally going to be launched.

in fact, nike also gave a very high treatment to the joint brand with nigo this time, including changing the logos of many items in the joint series from nike and the hook to nigo and the hook. as the key joint product shoe, nike took out the air force 3 shoe. the af3 joint shoe of nike and nigo mainly uses nigo's iconic collision color, and both color schemes are very eye-catching. the joint sweatshirts of the two parties use nigo and the hook as the logo, with a total of five color schemes, which are also nigo's iconic bright colors.

in terms of pricing, the co-branded af3 shoes are priced at about rmb 1,165, the co-branded sweatshirts are priced at about rmb 1,187, and the co-branded t-shirts are priced between rmb 500 and rmb 600. in terms of the price of each item, they are all lower than nigo's own human made brand.

after the sports "trend" became popular in 2018, there have been many collaborations between sports brands and fashion brands.

among them, supreme, a trendy brand under vf corporation (vf), has the most joint products, and its joint products with the north face and vans, also under vf corporation, are very popular. among them, supreme and the north face's joint sweatshirts are often 3,000 to 4,000 yuan, and t-shirts are around 1,000 yuan, and they are all sold out. even many fashion lovers need to find purchasing agents to buy these joint series.

following the trend of sports, sports brands have begun to experiment with a large number of joint ventures. after 2020, not only trendy brands, but also supercar ips, major cultural ips, and museum ips have been favored by sports brands.

in the domestic sports consumption market, fila has the most joint ventures. in the past two or three years, fila has launched joint series with the van gogh museum, the pompidou center, and the palace of versailles. using these well-known ips usually means that a certain fee needs to be paid to the ip owner for every pair of shoes or piece of clothing sold.

sports brands are competing for joint ventures, and the most intense competition is for supercar brands. descente and lamborghini have jointly launched two seasons of products. mclaren has also cooperated with fila, a brand under anta group, on a series of joint golf products, and with saucony, a brand under xtep group, on joint running shoes.

just as keen as sports brands on collaborating with supercar brands are mobile phone brands. xiaomi's redmi and the mercedes-amg f1 team have launched co-branded mobile phones, and after collaborating with the world cup, the vivo brand has also been looking for opportunities to collaborate with ips such as supercars and f1 teams.

interestingly, there has always been controversy over the target consumer groups of sports brand co-branded products. for example, the co-branded products of nike and nigo have certain competitiveness in the secondary market, but it has been unclear whether such co-branded products are bought for wearing or for speculation.

obviously, for the mass consumers of sports brands, such a collaboration is not very attractive. and for the group of consumers who are already trendy brands, many people are also in a wait-and-see state.

in fact, the popularity of collaborations between sports brands and trendy brands is also declining. the reason is that the sports consumer market is changing too fast. the collaborations between sports brands and trendy brands such as supreme, bape, and clot in the first season may make consumers full of expectations, but it is not easy to innovate in the second and third seasons, and it is also difficult to tell new stories in later collaborations.

to some extent, comprehensive sports brands led by nike are also very clear that collaborations with trendy brands are more about increasing brand awareness and attention, and their revenue comes primarily from professional sports products.