Crossovers create unique products and buzz, but can also flop.
By Thomas J. Ryan
Designers collaborated for the first time in the 133-year-old history of Wolverine and the 118-year-old history of Saucony and showcased their collection at the NYC-based Wolverine company retail store this month.
The limited edition Wolverine x Saucony Shadow Original is a merger of Wolverine’s iconic 1000 Mile boot, first introduced in 1914, and the Saucony Shadow Original silhouette. Wolverine World Wide, Inc. owns both brands.
The end result is a hybrid sneaker/boot featuring the look of a handmade-crafted boot contrasted by a white outsole and maroon sole.
Carrie Hill, senior design manager for Wolverine Brand, described the shoe as a “true collaboration” between Saucony’s design team, which is based in Boston, and Wolverine’s team in Rockford, MI. In the past, Wolverine has collaborated with apparel designer Samantha Pleet and Americana brands Filson and Stormy Kromer.
So what makes for a successful collaboration and why do brands use them?
“We feel the best collaborations are when it results in something that is true to the brand and there is an honest connection, but at the same time allows both collaborators to create something new and unique that they otherwise wouldn’t have,” said Hill. “A juxtaposition, if you will.”
For the Wolverine x Saucony Shadow Original, the partnership tapped into each brand’s reputation for quality and style, but especially their heritage.
“The collaboration was a great opportunity for both brands to pay homage to their heritage in a relevant, modern way, and because it’s a limited edition project, it’s very special to us,” Hill stated. “It’s also been a great way to connect with new consumers that are loyal fans of the other brand, and we’ve created something that is meaningful to both consumer bases. We also recognize that we share a common fan, who is a sneakerhead as well as a vintage boot lover.”
Collaborations by footwear brands with fashion designers, singers and other artists are fairly common and some, such as Adidas’ Yeezy line with Kanye West, have been blockbuster hits. But collaborations between one footwear brand and another are rare and can carry some risk of ridicule. When network TV rolls out crossover episodes between two of its sitcoms or dramas, some see an act of desperation.
A just-launched “beach-chic” collection between Ugg and sister brand Teva had some eyes rolling.
Wolverine officials said they would continue to explore other partnerships that expand the brand’s reach. Said Hill, “At Wolverine we are always exploring partnerships and collaborations that make sense for our brand and allow us to venture outside of what’s expected.”
The Wolverine x Saucony Shadow Original collection went on sale on wolverine.com and saucony.com on September 16. On September 23, it will launch at select Wolverine and Saucony retailers, including DNA Footwear, Totem Brands, Extra Butter, Premium and Bodega.
Photos courtesy Wolverine
