Nike Brand Collabs: How Nike Leverages Brand Partnerships for Growth  

Nike has been on a collaboration winning streak since the 1990’s.. 

Nike has partnered with a variety of brands, artists, and influencers to reach audiences outside their typical customer base. This strategy has helped Nike grow into the most popular sports brands in the world. In recent years, Nike co-marketing efforts have fueled their tremendous growth across multiple sectors, including health, music, and more.

How Nike's Brand Partnerships Have Fueled Growth

Nike’s brand collaborations have allowed them to reach audiences they wouldn’t have been able to reach on their own. Some of Nike's most notable brand partnerships have included companies such as Apple, Beats by Dre, and CLOT.

Nike's 2006 collaboration with Apple skyrocketed its relevancy. This partnership led to the creation of the Nike+ Run Club App, which helped Nike become a leader in the digital fitness space. In 2013, Nike's partnership with Beats by Dre helped Nike move into the music sphere and get in front of people who use their sportswear as a symbol of culture.

Nike’s brand collabs help them to break into different spheres of influence and maintain relevancy as a legacy sports brand. They also help Nike build a reputation as a company that produces high-quality products and cares about customer’ needs. 

Supreme x Nike

Supreme x Nike is one of the most famous collaborations in existence. The brands started working together in the 1990s, and since then, they’ve teamed up several times to create many diverse lines of clothing, shoes, and accessories. The collections are always met with overwhelming demand, with many items selling out within minutes of being made available online.

Jaquemas x Nike

Jaquemas is a young, up-and-coming French fashion designer whose innovative designs have won him critical acclaim. His collection for Nike was inspired by the minimalist chic lifestyle that more  and more Europeans are embracing. The collection includes athletic apparel and footwear in Jaquemas' style for both women and men.

Jaquemas' collection for Nike is a great example of how the company uses brand partnerships to tap into new markets and grow its business. By partnering with Jaquemas, Nike was able to reach a new customer base of high fashion consumers .

Apple & Nike

Apple and Nike’s first collaboration was in 2006, when Nike released the Nike+iPod Sport Kit. The kit allowed users to track their runs with the iPod Nano and receive feedback on their performance.

This partnership has allowed Nike to reach new customers through Apple's vast ecosystem, while it gave Apple a new purpose for their technology. 

The Nike+iPod Sport Kit was just the beginning of their partnership. In 2010, the Brands released the Nike+ FuelBand, and in 2016, they launched the Nike+ app for iPhone and iPad.

The Nike+ app is a fitness app that allows users to track their runs, set goals, and compare their progress with friends. It also integrates with the Nike+ FuelBand to provide a complete picture of users’ fitness activity.

CLOT & Nike

Around the same time that Nike started working with Apple, they also partnered with CLOT, a cult streetwear brand from Hong Kong. Together they bridged the gap between Eastern and Western fashion by releasing a special edition Nike Air Max 1. The shoe featured a unique red and white colorway and was inspired by Chinese acupuncture and acupressure practices,.

Nike x Ben & Jerry's

In 2020, Nike used brand collaborations to break into the food industry. They partnered with Ben & Jerry's to create a special edition sneaker called the "Chunky Dunky." The design and color pallet was inspired by the ever-popular Chunky Monkey Ben & Jerry's flavor. By partnering with Ben & Jerry's, Nike was able to create a bold and unique product that combined two of America's favorite brands.

Conclusion

Nike's use of brand partnerships has been essential to their exponential growth and success. By partnering with other brands, Nike has surprised its loyal customer base with unique new products, reached new audiences, and driven innovation in multiple markets.