Last month, Nike did a collaboration with Foot Locker for the Nike Air Max Frequency Pack, dedicated to the 90’s. These two are so closely aligned in their history and audience, it only made sense to come together for an awesome marketing campaign again. The campaign 'Mo Flow Cab Hail The ‘90s' brought in 90’s Hip Hop star Fat Joe to ride in an NYC taxi cab. Riders were challenged to recite lyrics to 90’s hip hop songs and if they completed the challenge, were taken to the Foot Locker location to pick up a pair of Air Max from this collection.
The reason this is so important is that this wasn’t a far fetch or completely out of the blue tactic. Not only is there a long standing history between the two brands, Nike and Foot Locker, but there is a major connection between the artist they chose and the product they are releasing, the 90’s. Even further, the way in which Nike and Foot Locker chose a partner in Fat Joe and the music which riders were challenged to sing, only solidified the importance of the connection for the brands to the 90’s with this Frequency Pack.
When you decide to use a third party, like an influencer, or do a brand partnership, there must be a true connection and authentic synergy. Not only do you want your brand to be well represented, you also want your consumers to understand the point and purpose of the partnership. A true connection will flow easily and make it that much less likely for a “Huh?” moment when people see your marketing.
At the end of the day, stay true to your core and continue to make sure your brand identity lives throughout all of your communication.