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. Connect With the Show Subscribe for more deep dives
where we fix big business problems with fresh perspectives. •
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https://www.youtube.com/@WeFixedItPod If you liked this episode,
don’t forget to subscribe, leave a review, and share it with your
friends! Keep listening to find out how we fix companies and put
them back better than we found them. 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. By the end, if we fixed it, you’re welcome. All
trademarks, IP and brand elements discussed are property of their
respective owners.
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