Stepping in style: Brand Licensing in Footware
If you are a footwear fanatic, you will likely have noticed that the footwear space has been crushing it with licensed collaborations so far this year.
Here are three recent launches that have caught my eye.
Crocs x Pringles
Starting off with a bang, Crocs has launched a legendary collaboration with Pringles.
Their Classic Crush Boot has now been designed to be able to carry a grab-and-go can of Pringles! The boot features a custom holder, so “fashionistas and snackers alike can carry their favorite crisps on their favorite shoes,” according to a press release from Kellanova, the snacking company. With a purchase, buyers are also eligible to receive a new Pringles flavor – the Croc-Tail Party, which is watermelon chilli lime flavored.
Also a part of the collection are the Classic Clogs, which they have added the touch of a moustache for the strap. It’s a very clever way to seamlessly incorporate Pringles’ branding.
Thirdly, there are the Classic Slides, with this retro black and white design that would stand out to any fan or footwear collector!
Puma x Breanna Stewart
As women’s professional sports continue to thrive, so is this collaboration between Puma and Breanna Stewart. The PUMA Stewie 2 is the second signature sneaker of the 2x WNBA MVP. Her first shoe, the “Dawn” which launched back in 2022, was a total success, loved by WNBA, NBA, and college players alike.
The PUMA Stewie 2 celebrates the different areas of Stewart’s life that drive her to be a force of nature. The “Ruby” colorway is named after Stewart’s daughter. The sculptural wraparound heel with flame detailing also includes Ruby’s birthday, completing the powerful silhouette.
“As I began creating my second signature shoe with PUMA, I knew I wanted to name it after my daughter, Ruby. Not only to symbolize the incredible bond I share with my daughter, but also to pay homage to the unwavering strength and resilience of mothers everywhere,” said Stewart. She hopes that wearing the Ruby colorway will empower others to recognize the limitless abilities and spirit within themselves.
Corona Extra x HEYDUDE
Last but certainly not least, we have this collaboration between Corona Extra and brand HEYDUDE. HEYDUDE and Corona Extra have a new limited-edition collection featuring their classic Wally and Wendy silhouettes, and HEYDUDE’s new court-style sneaker, the Hudson.
The collaboration captures the essence of both brands’ chill lifestyle,” says Debra Joester, president of The Joester Loria Group, who brokered the deal. This exemplifies how a brand fit is an important consideration when brainstorming potential partnerships.
As you can see, the fashion world is absolutely continuing to make waves with licensed footwear. I admire the amount of creativity, thought, and meaning behind these new collaborations.
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