Creative Co-Branding Initiatives: Adidas & Korn Collaboration and Its Success

2023-06-26 21:49:44

71 percent of consumers admit they enjoy co-branding initiatives.

Cobranding is a marketing and technique that consists of the simultaneous collaboration of two or more brands.

It is estimated that 78% of consumers are more likely to recommend a brand if they receive a personalized experience.

Brand collaborations continue to amaze us, especially in the fashion industry. Now Adidas comes with a new union by launching a special collaboration with the band Korn for lovers of their music and for metalheads.

In the current strategies of the brands there is cobranding, where specialists emphasize that this represents a creative deployment of both actors.

Data from the 4 Essentials for Co-Branding Success study, reports that 71 percent of consumers admit that they enjoy co-branding initiatives. Specialists indicate that this marketing strategy, its effectiveness, will depend on proper planning and execution.

Adidas and Korn unite

As part of their new strategy, Adidas teamed up with Korn, for all their nu metal fans.

According to Complex, since the beginning of 2023 it has been revealed about a possible collaboration of Korn with Adidas.

Let’s remember that since they rose to fame, the American band and the German company have been associated, where the members of Korn wore Adidas clothing at their most important moment of popularity.

As well as because in 1997 they released the song “ADIDAS”, whose title is a joke by the band to say that the brand’s initials mean “all day i dream about sex” (or “all day I dream about sex”) .

The upcoming collaboration will arrive in Campus 00’s and Supermodified sneakers, which will come in black and white respectively, and will include impressive details like the band’s logo on the tongue, guitar keyrings and Life album cover art. is Peachy on the cover.

Likewise, the Korn collection with Adidas also includes various clothing designs, such as two t-shirts, a sweatshirt, a set of jackets and sports pants in black and purple.

The same source mentioned that the sneakers could cost between 130 and 140 dollars (around 2,230 to 2,470 Mexican pesos).

With this, it is not the first collaboration that currently hits the market, since brands such as Nike, Puma or even Louis Vuitton have shared their co-branding.

The most recent between a clothing brand and an artist is that of Reebok and the reggaeton Anuel AA, with products with innovative designs, the creation of original content and activations. This creative partnership aims to enrich Reebok’s storytelling and connection with its new audiences and generations.

In that sense, the Reebok brand is a company with deep roots in music and culture, dating back to being the first sportswear brand to make a signature shoe featuring a hip-hop artist in the ’90s.

In short, brands are increasingly joining these trends and practices in order to attract new generation consumers.