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When two brands are better than one. A look at the co-branding footwear epidemic

After having worn the same pair of Nike sneakers day-in-day-out for the last 9 months while backpacking around South America, I am in desperate need of some new shoes.

So this week I went out shoe shopping in downtown Lima, Peru. And despite not being able to find anything to fit my US13 size feet (let’s be honest…Peruvians aren’t the tallest people), I did manage to notice something interesting.

ALL major sports footwear brands are swallowing the co-branding pill.

Check out just a few examples I saw in my shopping expedition in the slide show below…from Nike/Apple to Puma/Ducati to Adidas/Goodyear.

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While we are being honest, I have to say that I can’t fault any of these co-branding efforts.

The Nike/Apple co-brand brings together two of the biggest brands on the planet, complementing and enhancing their respective products beautifully. People already ran wearing Nike shoes, listening to their iPod, so teaming up Nike + iPod must have been a no-brainer.

The Adidas/Goodyear co-brand also makes sense. Goodyear tires help performance cars grip the road and stop on a dime. Surely having the same rubber on the bottom of your shoes will improve your performance.

And finally, the Puma/Ducati/Ferrari co-branded footwear turns me on big time.

While I doubt these shoes will actually improve your ability to drive a high performance vehicle, when it comes to design, I, like most red-blooded males get a hard on as soon as they set eyes on a Ducati crotch-rocket or a red Italian sports car with a stallion on the front.

And when Ducati and Ferrari are working with Puma to design shoes…there is no doubt the result will be damn sexy.

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Categories: branding, Marketing Strategy, Product Marketing

Author:Chris Maloney

Chris is a multi-channel marketing strategist and one of Australia's most awarded young marketers.

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3 Comments on “When two brands are better than one. A look at the co-branding footwear epidemic”

  1. steve
    June 24, 2010 at 1:57 pm #

    Chris man , ur some boyo, u a ur walken talken hard,m must be all them flash cars in lima !

    • June 25, 2010 at 1:30 am #

      You definitely have a way with words steve

  2. steve
    June 26, 2010 at 11:35 am #

    ha , loven the maloney on marketing , best of luck with the toronto thing if you do make it up here be sure to pop over to vancouver , i should be here for a while

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