Tag Archives | Converse

Marketers Stoked About Skateboarder Collabs

Current and former pro skateboarders are desirable collaboration partners for apparel and footwear companies. This is especially true for marketers specializing in, or with a strong business in, streetwear and/or sneakers, and that includes the biggest players. Most of the efforts take the form of capsule collections. Some examples from the past year: Reebok released […]

Continue Reading

Upcycling Is The New Recycling

The number of licensed and collaborative initiatives that involve products made from recycled materials, or products that are recyclable themselves, has been on the rise for several years, with new examples proliferating quickly of late. One area of focus in the last year or so, and especially this fall, has been upcycling, a specific form […]

Continue Reading

First Signs of Fall

The introduction of pumpkin spice-influenced products in restaurant chains, consumer packaged goods, and pop culture—a signal that summer is turning to autumn—begins earlier every year, with sightings as soon as mid-August. Naturally, licensed products and collaborations are in the mix. Some of the strategies for pumpkin spice-related initiatives include: Focusing on flavor. McDonald’s and Kraft […]

Continue Reading

Rethinking for the Long Run

Designer Isaac Mizrahi and New Balance just debuted a collection of footwear and apparel exclusively on QVC, while Mattel’s Barbie’s just launched its latest capsule with Puma, in honor of the doll’s 60th anniversary. These initiatives are reminders of how sportswear companies with roots in athletic footwear have, over the past decade, expanded their realms […]

Continue Reading

Fashion x Fashion Collaboration

When it comes to lifestyle collaborations involving licensed properties, much of the attention is directed toward celebrity, character/entertainment, and sports brands that pair with fashion labels. But one of the most active areas of collaboration consists of partnerships between two different labels within the fashion industry. Among the examples introduced or announced in the last […]

Continue Reading

Gender-Blind Basics

Licensing deals involving unisex lines of apparel, which are designed in such a way that they fit and appeal to both genders, have been on the rise for some time, and the trend seems to be accelerating. Agreements typically focus on t-shirts, sweatshirts, jackets, and other basic items, although they can extend beyond that. Some […]

Continue Reading

Stepping Out

With the 2016 Summer Olympic Games ongoing in Rio de Janeiro, it seems like a good time to take a look at the Brazilian footwear business, an active participant in licensing. Shoe companies frequently enter into short-term collaborations (and some longer-term deals) with Brazilian and global properties, both for products sold in Brazil and those […]

Continue Reading