New York’s KITH has teamed up with beverage giant Coca-Cola to produce a pair of Converse sneakers. They’re labeling it the KITH x Coca-Cola x Converse Chuck Taylor All Star ’70 and they’re killer.
The upper is crafted from vintage white denim and features asymmetrical puffed embroidery that reads Coca-Cola across both shoes. The medial side also features a bottlecap-shaped leather Velcro patch that when removed exposes concealed Converse branding. The uppers sit atop vulcanized rubber midsoles, which display Kith branding near the forefoot. The outsole is translucent green, inspired by the green glass used for original Coke bottles. Each model is accompanied by custom packaging, which includes an exclusive red label Kith x Coca-Cola 8oz glass bottle. Apparently, this variation of the Kith x Coke bottle will not be available any other way.
This is a strong example of collaborative marketing – when companies come together with a common audience, or goal, or a common mission or interest, they can band together in any number of ways to create an influence and a presence that is greater than the sum of its parts. It also provides collective strength to each participating company’s brand and credibility.
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