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Making Money on Sneaker Collabs Isn’t Why They Exist — Here’s Why They’re Important

They make up a small portion of the $21.2 billion sneaker market, but collaborations can generate some of the industry’s biggest buzz. However, those developing these projects aren’t staking their efforts on a direct financial payoff; they’re banking on visibility.
“The social media mentions alone are off the chain. They clearly are causing social media to step up and pay attention, and there’s value in that,” explained Matt Powell, senior sports industry analyst with The NPD Group Inc. “It’s a marketing story.”
FINDING PURPOSE
“I don’t want to shortchange the collaborations that we’ve done, but [they] are just content,” explained Jeff Staple, creative director of Staple Design. “It’s important for a brand and creator like us that we’re on the tip of the consumer’s tongue and constantly talked about.”
Staple’s latest work is the Nike Dunk SB Low “Panda Pigeon,” a continuation of the original “Pigeon” style he created in 2005. The newest iteration, a black and white silhouette, features images on the outsole reminiscent of the New York Post headlines that documented the craze behind its first release.
Staple’s use of storytelling was a hit. The sneaker sold out during separate launches in China and at Extra Butter in New York’s Lower East Side almost

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Via:: https://footwearnews.com/2019/focus/collaborations/sneaker-collaborations-important-1202745498/