Jacquemus is a French fashion brand founded by Simon Porte Jacquemus in 2009. The brand is known for its playful and minimalist designs, often inspired by the Provence region of France. Jacquemus has collaborated with several other brands, such as Caviar Kaspia, The Woolmark Company, and Swarovski.
In 2023, Jacquemus partnered with Nike, the American sportswear giant, to create an exclusive capsule collection that featured a new sneaker silhouette: the J Force 1. The J Force 1 is a hybrid of two classic Nike models: the Air Force 1 and the ACG Terra. The sneaker features a hand-woven leather upper, a waffle rubber outsole, and a metallic Swoosh logo. The collection also included apparel items, such as sports bras, polo shirts, bike shorts, hoodies, bucket hats, and T-shirt dresses, all in a white and beige color palette.
The collaboration was announced on Jacquemus’ Instagram account on October 26, 2023, with a series of photos and videos showcasing the collection. The caption read: “🍊 NIKE + JACQUEMUS NEW DROP @nike Exclusively on JACQUEMUS.com”. The collection was only available on Jacquemus’ website for a limited time.
The marketing strategy behind this collaboration can be summarized in five points:
- Leveraging the power of social media: Jacquemus has a strong presence on Instagram, with over 6 million followers. The brand used its platform to generate hype and excitement for the collaboration, as well as to drive traffic to its website.
- Creating a contrast between seasons: The collaboration was launched in October, a month typically associated with fall colors and Halloween themes. However, the collection featured a bright orange colorway, which evoked a sense of summer and freshness. This created a contrast that caught the attention of consumers and media outlets.
- Blending high fashion and streetwear: Jacquemus is known for its high-end and sophisticated aesthetic, while Nike is synonymous with streetwear and sports culture. The collaboration blended these two worlds, creating a unique and appealing style that appealed to both fashion enthusiasts and sneakerheads.
- Offering exclusivity and scarcity: The collaboration was only available on Jacquemus’ website for a short period of time, creating a sense of urgency and FOMO (fear of missing out) among consumers. The collection also featured limited quantities and sizes, making it more desirable and collectible.
- Innovating on classic models: The J Force 1 sneaker was a creative reinterpretation of two iconic Nike models: the Air Force 1 and the ACG Terra. The sneaker combined elements from both models, such as the shape, the sole, and the logo, but also added new features, such as the hand-woven leather upper and the metallic hardware. The sneaker showcased the innovation and craftsmanship of both brands.
The result of this collaboration was a success. The collection sold out quickly on Jacquemus’ website, generating positive feedback from consumers and critics alike. The collaboration also received extensive coverage from various media outlets, such as Hypebeast, MSN, Design Scene, and Forbes. The collaboration also increased the brand awareness and recognition of both Jacquemus and Nike among different audiences.
Collaborations can be a powerful tool for marketing, communication, branding, innovation, creativity, and advertising. By partnering with another brand that shares similar values and vision, but also offers complementary strengths and assets, brands can create something new and exciting that resonates with consumers and stands out from the competition.
