Nike Marketing Minute

An Underwhelming Pair

Uniting two retail juggernauts to change the shoe and accessory game as we know it… was at least the thought behind this pitch meeting. Nike and Tiffany & Co. recently announced a collaboration, unveiling a limited-edition shoe with sterling silver accessories, only for it to be met with a “meh” response. What started as a Twitter teaser eventually led to leaks of simple black sneakers with a Tiffany turquoise swoop that have sparked unsolicited critiques from consumers. Feeling unsatisfied, people quickly turned to AI in order to generate concepts that “better” encapsulate the brands. These computerized mock-ups promptly captured the attention of users, making the actual product feel even more uninspired than before. This case brings up an interesting question for the future of marketing: Will brands need to consider AI expectations as artificial intelligence continues to go mainstream and people play around with brand identities and products? Personally, we think a lot more people would’ve liked it if they would’ve put a ring on it.

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