Recording Artists Have Surpassed Athletes' Influence On The Sneaker Reselling Market
We were reintroducing our Classic line to the marketplace and we needed someone like him with a strong voice. The pairing seems to be working. During the second quarter, business at Reebok was up 5 percent and top-line improvements were driven by strong double-digit sales increases in the Classic line. All distribution channels saw double-digit growth, specifically from e-commerce, where revenue grew by 66 percent.
According to Krinsky, in when Reebok worked with Jay-Z — which led to collaborations with other artists including 50 Cent, Pharrell Williams and Nelly — these tie-ins were less about the brand and more about the artist. Reebok was allowing musicians to have their own subbrands under the now-defunct RBK lifestyle line and design signature shoes.
They influence culture and with social media it becomes bigger and bigger. We want to reach as many consumers as possible so that we can and stay relevant. Krinksy said for Reebok, being relevant today means aligning with disruptors like Future who not only wear the product well, but also have a bigger story to offer. And because customers have become inundated with brand and artist collaborations, the onus is on Reebok to foster dynamic partnerships as opposed to just hiring someone to be a face for the company.
Due to these changes and their social media platforms, celebrities now have more leverage creatively and financially when working with athletic firms. Tyler, The Creator expressed his grievances with Vans and moved over to Converse.
Other times a celebrity can agree to a smaller upfront fee, but negotiate for a larger split of the sales. Flat fees are becoming less common, but they are utilized for less popular acts. This is what they have to do to move volumes of product. While the method seems simple — find a celebrity with influence and sign a deal with him or her — Krinksy said each partnership serves a specific purpose.
STREET SIGNS: The Making of a Celebrity Sneaker Deal
He called the collaboration with Jay-Z a sophisticated play, the deal with 50 Cent a mainstream one and the alliance with Pharrell the eclectic, cool play. The Virgil Abloh -designed shoes, which released earlier in May, features unique, clear uppers that are on-trend these days.
A post shared by Kendall kendalljenner on May 12, at A post shared by? Nike Air Max Balenciaga Triple-S. Featuring a head-turning, chunky sole unit, the ultimate dad sneaker is a style booster to any casual summer look. Where the wild things are.
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A post shared by karrueche karrueche on Mar 17, at 2: Sorry, this limited-edition pair is sold out literally everywhere, but try your luck at resale sites like Heroine. A post shared by Hailey Baldwin haileybaldwin on Mar 9, at 6: Reese Witherspoon , for example, is a huge fan of Puma and can be seen wearing a crisp white pair of kicks while running errands in L. Another notable Puma enthusiast? Rihanna, of course, who designs a line of clothing for the brand. When the model makes a quick food run, she stays comfy in a pair of track pants and soft pink Adidas Gazelle kicks.
To buy: After all, a pair of classic Converse Sneakers is a must-have. Earlier this year, the royal couple cheered on the participants of a marathon clad in Nike on him and Superga on her.
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Jay-Z is spreading good vibes with his message of peace, but he also proves the classic black and white fashion combo is timeless. To buy similar: Aniston keeps it cool in Paris thanks to a cozy maxi coat, boyfriend jeans, and her favorite crisp white Common Projects kicks.