Nike’s marketing team is not resting on any other exciting partnerships as it prepares to introduce a brand-new line of footwear called NikeSkims.
The sportswear behemoth revealed an unexpected collaboration with Kool-Aid, claiming that it combines Kool-Aid’s “flavor and creativity” with “sneaker culture, self-expression, nostalgia, and ultimate comfort.”
Featuring two new colorful sneaker drops for NBA Memphis Grizzlies star Ja Morant’s signature Ja 2 brand, the mash-up was partially inspired by a TikTok fad where young people mix Kool-Aid flavors to create personalized blends. The trend has amassed 26 million videos to date.
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The two colorways of the sneakers are striking, two-tone patterns that mix Orange and Lemon Lime on the sole and are modeled after Morant’s favorite Kool-Aid flavors, Blue Raspberry and Cherry. The Kool-Aid Man, the mascot, breaks through a wall in each pair.
Morant was inspired by his early years in South Carolina and wanted the sneaker hues to honor the memorable times spent at his grandmother’s house.
“One of my favorite childhood memories is my grandma always having some Kool-Aid in the refrigerator,” Morant said in a statement.
In July, a second merchandise drop is planned.
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The footwear premiere will be accompanied by the release of a limited-edition mix-and-match flavor pack from Kool-Aid, a brand owned by Kraft Heinz. It is the nearly century-old brand’s first new product in five years.
Additionally, a set of personalized Kool-Aid laces and dubraes will be given to a select group of fans so they can personalize their sneakers.
Snacks and sneakers
In addition to Morant, Nike has collaborated with numerous well-known athletes and celebrities throughout the years, including Bella Hadid, Serena Williams, and Pharrell Williams.
It also has a talent for creating buzzy brand partnerships; it has collaborated with companies like Tiffany’s and Supreme to create highly sought-after releases.
With the release of the LeBron James Fruity Pebbles sneakers, a Jarritos-themed Dunk Low, and a special Sushi Force 1 model for restaurant Nobu’s 30th anniversary, Nike has also dabbled in the food and CPG industries.
Following a decline in revenue, the company is currently implementing a turnaround strategy under newly hired CEO Elliott Hill to help it resume growth.
Nike’s sales decreased 9% year over year in the most recent quarter.
In March, Hill informed investors that Nike’s brand portfolio was seeing an increase in product visibility due to promotion around NBA All-Star Weekend and Super Bowl 59.
While Jordan Brand ran a Super Bowl triumph ad, “Love Hurts,” honoring ambassador and Philadelphia Eagles quarterback Jalen Hurts, Nike ran its first Big Game spot in 27 years in February, extending its “Win Now” marketing strategy.
Nike’s customers should remain “at the center [of its] products, storytelling, and marketplace,” according to Hill.
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