Before learning about co-branding, we need to understand what branding is in digital marketing , and this question seems to be quite common, but many people still have difficulty answering it.
A brand is the set of expectations, memories, stories and relationships that, together, represent the consumer's decision to choose one product or service over another.
– Seth Godin
A brand goes far beyond its product, logo, website cpa email list or name, so it is important to understand how to manage a brand well. So, in this article I will bring you some examples of good branding actions in the sneakerhead world.
What is this sneakerhead world?
In English, "sneaker" means "sneakers", so we can already imagine that a sneakerhead is a person who owns a lot of sneakers , but it's not just that, as we're talking about sneakers that tell a story through their design.
Some are released in partnership with athletes, artists, and even other brands. In addition, sneakers can be unique and limited editions, and this scarcity encourages sneakerheads to acquire a rare product, even if it costs a lot.
This culture gained popularity in the 80s, mainly influenced by basketball and hip hop, and nowadays it has reached a very high level, even gaining a series on Netflix .
Success story: Nike
A good example of how to work branding in this universe is the greatest basketball player of all time: Michael Jordan. We can say that he was a revolutionary on and off the basketball court. In 1984, Nike, which was struggling at the time, working only with running shoes, was looking for a young basketball player who could lend his name to a new line of high-top sneakers in different colors.
Then came the idea of presenting a marketing plan to the then-newcomer Chicago Bulls. This partnership would become historic, not only because Michael Jordan was the first black athlete to represent Nike's image, but also because he was the first basketball player in history to break one of the dress code rules imposed by the NBA: all players had to wear white sneakers on the court.