Disruptive Sneaker Marketing and The Collaborator Playbook - Episode 62
Dec 23, 2023
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Anthony Edwards, a star associated with the AE1 sneaker marketing, joins Travis Scott, famous for the Cactus Mac sneakers, along with newcomer JaeTips and established collaborator Jerry Lorenzo of Fear of God x adidas. They dive into disruptive marketing strategies that reshape how sneakers gain traction. JaeTips shares insights for new collaborators while Lorenzo contrasts his experiences in the industry. The discussion also touches on sneaker culture's dynamics and the balance between creativity and market expectations.
Authentic engagement is crucial in sneaker culture, as true influence comes from creativity rather than conforming to societal expectations.
Disruptive marketing strategies, like Anthony Edwards' humorous campaigns against competitors, challenge norms and effectively engage modern consumers.
JaeTips' journey as a collaborator illustrates the importance of patience and community support in cultivating a successful sneaker brand.
Deep dives
Nike's Financial Challenges
Nike is reportedly looking to cut $2 billion due to soft revenue, highlighting significant challenges within the company. This situation reflects broader scrutiny of the brand, prompting discussions about its performance and future strategies. The host previously addressed Nike's issues in a conversation with Lois Zikany, reinforcing the relevance of that discussion in light of current developments. Understanding Nike's financial landscape can provide insights into the sneaker market and its evolving dynamics.
The Significance of Sneaker Culture
The episode emphasizes the importance of authentic engagement within the sneaker culture, contrasting it with attempts by some to become the so-called 'sneaker mayor'. These individuals often present themselves as representatives of the community but may lack genuine connection. The host stresses that true influence comes from being authentic and creative, rather than conforming to expectations or pushing agendas that may not resonate with sneaker enthusiasts. This discussion highlights the need for individuality and authenticity in a space often filled with generic voices.
Disruptive Marketing in Sneakers
The podcast discusses recent campaigns from Adidas and Nike, particularly focusing on their approach to disruptive marketing. The Anthony Edwards campaign is highlighted for its unconventional strategy that positions him against competitor shoes, using humor and personality to stand out. In contrast, Nike's Cactus Jack campaign employed a staged Zoom meeting format that generated significant buzz but risked coming off as cheesy. Both campaigns exemplify how brands can leverage online platforms to challenge norms and engage with consumers in fresh ways.
The Journey of J-Tips as a Collaborator
J-Tips' recent collaborations with Saucony are showcased as a case study in growing into a successful sneaker collaborator. Despite facing a steep uphill battle due to lesser-known silhouettes, he has garnered recognition and awards through his distinct vision and community support. Insights into his marketing strategies, such as engaging directly with fans during drops and striving for authenticity, illustrate the key factors for success in this competitive landscape. These experiences reinforce the notion that building a brand in the sneaker world often requires patience, creativity, and a strong connection to the community.
Jerry Lorenzo's Adidas Collection
The launch of Jerry Lorenzo's Fear of God collection with Adidas is examined, highlighting both its potential and pitfalls. Although the sneakers are well-designed, their high prices and lack of clarity in branding may alienate some consumers. Lorenzo's philosophy about creating quality products shines through, but there’s criticism regarding the marketing and accessibility of the collection. The discussion provides insights into the complexities of launching a successful sneaker line, especially when navigating the delicate balance between luxury branding and consumer expectations.
In this episode, we look into the disruptive marketing campaigns of Anthony Edwards AE1 and the Travis Scott Cactus Mac sneakers. We also talk about the playbook for collaborators with both new collaborator JaeTips, and contrast that with established collaborator Jerry Lorenzo and his new Fear of God x adidas collection. But before that, I talk a little bit about sneaker of the year bracket tournament, the sneaker community, perception, validation and people wanting to be the Sneaker Mayor. And I once again have to address my enemies. Also, BridgeGPT sits in with me for the entire episode as a sidekick. Loaded show! There’s lots insights and analysis and unhinged content that you’ll only get from this show, so I hope you enjoy.
Timestamps
0:00 - Cold Open: Twix Size
00:04 - Intro
05:08 - On Feet
06:34 - Pickups
10:45 - Skips
12:27 - Misses
13:01 - Sneaker of the Year Tournament
15:40 - Meet The Sneaker Mayor
20:39 - Sockjig Addresses His Enemies Part II
30:44 - BridgetGPT Gives Content Suggestions
32:46 - AE1 and Cactus Mac Disruptive Sneaker Marketing
44:29 - JaeTips and The Playbook for New Collaborators
