I'm Lisa.👋 Every two weeks, I write to you about marketing, brand, and the messy middle where they intersect. It’s a love letter of sorts. If this was forwarded to you, subscribe here.

February 10, 2023

 Take your brain back to July 2021.

I know. A lot has happened since. 

It was right before the Olympic Games in Tokyo. Tiffany & Co. rolled out a controversial “Not Your Mother’s Tiffany” campaign that tried reinventing the brand by showcasing younger, edgier-looking models at the expense of their mothers.

We talked about it here: Don’t alienate one audience chasing another.

Well, old lessons are new again, and Tiffany is back. 

* * * *

Last week, Tiffany announced the imminent launch of a sneaker it co-created with Nike. There are also some gorgeous limited-edition sterling silver accessories like a whistle (!), shoehorn, shoelace tags, and a shoe brush.

But the MVP of the announcement was the Nike Air Force 1 Low '1837'.  

There was unhinged excitement on social media about what to expect from a collaboration between the two iconic brands. 

• Would it feel aggressive and bold like Nike?
  
  
• Or would it feel refined and elite like Tiffany?
  
  

Unfortunately, it felt more like the clearance rack at Stride Rite. 😬 

Let’s break down Tiffany & Co.’s latest collaboration to discuss what works, what doesn’t, and how we can improve. 

What I’m Into: 

✅Two iconic brands coming together. 

I mean, LET’S GO! 

Forget next weekend’s football game, the Brand Bowl is right here. Two of the world's most recognizable brands, Tiffany and Nike, took to the court to unite their audiences. It's giving off major Kobe and LeBron/Redeem Team vibes, and I'm here for it. 

Nike and Tiffany share a crossover of values, like innovation, creativity, and timeless perfection.

There is a natural audience crossover as well--more than 30% of Tiffany’s customers are men. They associate the brand with a luxury item. Now, it's one they can enjoy themselves.  

The pair-up should have been great. It wasn’t.

✅ Tiffany's purposeful reinvention.

Does it seem like Tiffany has been doing many “unTiffany” things lately? It has.

Tiffany was purchased in early 2021 by LVMH, the world's largest luxury goods conglomerate. Alex Arnault, Tiffany’s new 30-year-old EVP, has been doing everything he can to blow the dust off this transgenerational brand. 

Here’s a quick timeline:

• Jan 2021: LVMH completes its acquisition of Tiffany.
• May 2021: Tiffany’s launches engagement rings for men. 
• July 2021: “Not Your Mother’s Tiffany” hits the streets.
• Aug 2021: Beyonce and Jay-Z appear in a Tiffany ad campaign. Together.
• Nov 2021: A collab with skateboarding and clothing company Supreme.
• Feb 2022: Daniel Arsham partners on an All-Star game Tiffany blue basketball.
• April 2022: There's a cryptocurrency-themed April Fools' joke. 
• Jan 2023: Tiffany collabs with Fendi to reimagine the Baguette. 

There is a clear intent here to position Tiffany deeper into fashion by strategically collaborating with brands geared toward a trendier audience. We love the brand pivot.

This is not your mother’s Tiffany, and Arnault is getting the brand back into the conversation by finding new ways to reach new audiences.

✅The Advertising Tease. 

• A full-page print ad in the New York Times promising “A Legendary Pair.”
• The fun and whimsical accessories reveal (below).
• LeBron James already wearing the shoes with a Nike + Tiffany co-branded jacket.

The marketing behind this collaboration is deliciously stunning. We deserve a product that matches.    

What I’m over:

🔴 There’s no Why.

Teamwork makes the dream work, and cross-industry collaborations allow brands to cut through the noise to reach new, relevant audiences.

But brand collaborations work best when they offer a layer of added value that the audience doesn’t get when the brands stand alone.

Why these two brands, why now, and what does it offer consumers? 

Tiffany evokes timelessness. It’s known for its elegance, innovation, and exceptional standards. But none of that is here. You won't grab a younger audience with the world's most boring shoe. 

Nike evokes fierce competition, grit, and high energy. But that isn’t here either. Nike wants to be a luxury brand, but there’s too much (poorly executed) Tiffany and not enough trailblazing Nike. 

This was the perfect opportunity for Nike and Tiffany to unite around a message of:

➡️ A relentless dedication to exceptional standards.

➡️ The pursuit of perfection.

➡️ A time-honored commitment to craft. 

➡️ Absolutely anything.

Instead, there’s no combined brand story or unifying message at all.

Nike and Tiffany are not stronger together. They are invisible.

🔴The black sneaker. 

The black sneaker is a misfire for me. This is what you get when you write a Creative Brief but forget to fill out the sections about why the project exists or what you hope to accomplish.

Strategy leads the creative. Without it, the end result doesn't exemplify what either brand represents. It’s not luxury. It’s not fashion. It’s not even enjoyable. 

Johanna Turano, one of Overit's talented designers, dreamed up what a Tiffany/Nike partnership looks like in her eyes. I'd wear any of these. 😍

Timeless Moment > A Moment In Time

As exciting as this partnership could have been, the missteps downgrade it to a moment in time rather than a timeless moment. 

Will the shoe still sell out? Yes. It's a Tiffany and Nike co-brand.

But you're not Tiffany or Nike. You need to be more thoughtful about how you're partnering with others. Because whether it’s a traditional partnership like this or a relationship with a social media influencer, collaborations belong in your marketing mix.

Consumers respond to them, they allow you to do more with less, and you can build a stronger message. Whether that message is consumerism or advocacy. 

But it must be done with intent and with a strategy in place before lacing up.

Look for partnership and sponsorship opportunities where you share the same mission and values, where your audience is different but parallel, and where you can earn credibility through a shared message.

Know what that message is. Why this partnership now? Craft it and make it sticky.

If the story isn't there, all you have is a black shoe.

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