When Brand Partnerships go South-West

The head honchos at Nike decided to pull a 'Beyonce' by releasing their latest and final collaboration with Kanye West, the Air Yeezy 2: Red Octobers on February 9th as a surprise to fans. The partnership between Kanye and Nike has not been without its fair share of controversy; 'Ye publicly blasted the brand for lack of production control and not allowing him to have the same royalties they rewarded their sport stars. Feeling unappreciated, Kanye then inked a deal late last year with rivals Adidas, Nike in turn partnered up with fellow hip hop star Drake. 

Without any warning, the footwear and apparel giant posted a purchase link on their official Twitter account. This promotional tactic by Nike is almost quite ironic, though Kanye designed the trainers he was essentially kept in the dark about the actual release which further added to his growing frustrations with the brand. The Twitter link lead to the Red Octobers selling out in 11minutes, priced at $245 (or £220) the highly coveted item quickly surfaced on eBay for thousands of dollars above the recommended retail price.

I for one was not surprised at how quick the Air Yeezys sold out for two reasons. The first is the item (as with most partnerships) was a limited offer. The scarcity and exclusivity not only made the product seem more desirable but would subsequently also give the lucky owner social currency.

Secondly, the co-creation between Kanye and Nike was real and deserved. Kanye is a self-confessed artist and his art holds no bounds. His creative genius allows him to extend his innovation, vision and expression into the the world of fashion and design, so his partnership had authenticity. Through his designs the partnership not only added value to Nike but also more credibility to 'Ye's growing resume within the fashion world and in particular footwear. Having also partnered in the past with Bape, Louis Vuitton and most recently Italian shoes designer Giuseppe Zanetti - to create a number of luxury women's heels. Many so-called partnerships are in reality glorified endorsements deals which use celebrity to capitalise on their products. Kanye was not a marketing puppet but the creator. The association between Kanye and Nike had a natural realness about it money could not buy, and appealed to his target audience. 

Only time will tell if Kanye's partnership with Adidas will be as successful as the Air Yeezy collection with Nike. However, its important to remember 'Ye is successful brand in his own right and whatever opinion you may have of him, his creativity and passion is very hard to dispute. His fashion influence is recognised not only by his fans but also his peers. Kanye West is a cultural icon and a force to be taken seriously as he delves deeper into the world of fashion and design.