Brand collaborations are everywhere right now. But for every Swatch x AP with overwhelming demand, there are examples like Nike x Tiffany that leave everyone wondering why those brands aligned. In this episode, Aaron, Melissa, and Chino break down the biggest brand collabs in recent history, figure out what separates the legendary ones from the cautionary tales, and build a framework to predict which ones will actually work.
What We Cover
Why brands are obsessed with collabs and why consumers are starting to get tired of them
The Swatch x Audemars Piguet launch that caused mall shutdowns and $25,000 resale prices
What makes a collab feel culturally necessary versus just a marketing stunt
Nike x Air Jordan — how the original celebrity collab still dominates decades later
Nike x Tiffany — two iconic brands, one massive execution failure
Adidas x Yeezy — $2 billion made, a very public breakup, and why Adidas is still profiting
Pepsi x Kendall Jenner — what happens when a brand collab completely misreads the room
Supreme x Louis Vuitton — the collab that redefined streetwear and luxury forever
McDonald's Happy Meal collabs — why they keep getting it right over and over
HM and Target designer drops — when doing collabs too often kills the excitement
The secondary resale market — is it a bug or a feature of a great collab?
Aaron's risk framework for predicting whether a brand collab will succeed or fail
The Collab Risk Framework (Our Fix)
Formalize the unofficial — if customers are already doing it themselves, own it. Lowest risk, built to last. (Taco Bell x Doritos)
Combine shared capabilities — two brands each bring a unique strength the other doesn't have. When done right, something magnetic happens. (Swatch x AP, Supreme x LV)
Shared audience + shared sensibility — the Venn diagram has to be big enough. If it's too small, the market will tell you the hard way. (Nike x Tiffany failed this test)
Curation and scarcity — making something too available kills the desire. The limited nature has to be real and protected.
Brands and Collabs Mentioned
Swatch x Audemars Piguet (AP)
Nike x Air Jordan
Nike x Tiffany
Adidas x Yeezy (Kanye West)
Pepsi x Kendall Jenner
Supreme x Louis Vuitton
McDonald's x Cactus Plant Flea Market
McDonald's x Korean Demon Hunters
McDonald's x Pokemon, Beanie Babies, Minions
HM x Balmain
Target x Kate Spade, Diane von Furstenberg, Karl Lagerfeld, Mossimo
Coca-Cola x Oreo
Pepsi x Peeps
Nike x Toy Story 5
J.Crew x Costco
Key Takeaways
Scarcity is the most powerful tool in a brand collab. If everyone can get it, nobody wants it.
The Venn diagram of your two audiences has to be big. A small overlap means a small result.
Execution matters as much as the idea. A great concept with poor delivery (Nike x Tiffany) will still fail.
Doing collabs too frequently kills the excitement. The magic is in the rarity.
Celebrity collabs carry more risk than brand-to-brand collabs. Brands are predictable. People are not.
The secondary resale market is now a built-in part of any major collab launch. Brands need a plan for it.
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Disclaimer
A quick disclaimer. We are going into this somewhat cold and nothing we say should be construed as legal advice, financial advice or anything that would get us in trouble. These are our views and opinions. We’re here to ask the kinds of questions everyone’s thinking, have an engaging conversation and maybe come to some conclusions that we feel are worth exploring.
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