Sacai unveiled the Nike VaporWaffle collaboration at Paris Fashion Week. 

The shoe was an immediate hit… but I'm very interested in how brands are getting back to street level HUSTLE. I know - Sacai and Nike aren't “street”, but a clear understanding of sneaker culture is on full display. The collab game is huge! By working together, retailers are expanding brand recognition on a global scale.

I'll be the first to admit, I am not a sneakerhead. I do, however, like some of the more unique shoes that are hitting the market. This new shoe game is breaking down the dichotomy between casual and formal clothing, and I'm here for it.

So, how can brands disrupt the status quo and expand into new marketplaces?

By focusing on Creativity, the Customer, and Culture. An unorthodox approach to these areas can pay dividends.

An example of companies that have taken a great step in each of these areas are as follows.

CREATIVITY

Nike & Sacai designed a unique double-everything shoe that is immensely popular. This collab allows Nike to push the boundaries of formal wear. It is now acceptable for someone to arrive at an exclusive gala or society affair wearing sneakers.

CUSTOMER 

Sephora just announced that it will be opening mini-shops in 850 Kohl's stores. This allows Sephora to meet customers where they are.

CULTURE 

Louis Vuitton (LVMH) welcomed Virgil Abloh as its Men's Artistic director. Virgil is well known for his creativity & disruptive approach in the worlds of haute couture and popular expression. This collab will push the LV brand into a new segment of "street" culture.

By focusing on the customer, creativity, and culture, brands can step away from the big conference rooms and become innovative again. Social media has made it easier and cheaper than ever to conduct experiments. This goes for products & marketing, alike. 

Further, I recommend that brands embrace local influencers in various markets. By tapping those who already know what's up, brands can save on market research. They will also achieve instant credibility with the customer segments they intend to reach.

Be creative. Act Small. Be Entrepreneurial.

If you are ready to take the first step in disrupting your space and establishing a customer-first approach, click the button below and setup 15 minutes with us.