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H&M – LEGO
In 2024, H&M and the LEGO Group came together to surprise and delight fans all over the world with an apparel and accessories collection made to inspire the builders of tomorrow to play! Colorful LEGO bricks and friendly LEGO minifigure faces embellished two-piece sets, corduroy overalls, belt bags, and more! The collection was available on H&M.com globally and had a special in-person shop-in-shop activation at the LEGOLAND California Resort. LEGOLAND Park guests were ecstatic to see the H&M LEGO Apparel & Accessories Collection in person, with the pieces helping to outfit them for a perfect day at LEGOLAND California.
Hey Dude – Corona Extra (The Joester Loria Group)
Corona and lifestyle footwear brand, Hey Dude, kicked off the summer 2024 with a four-SKU collaboration that embraced Corona’s laid-back beach vibes and Hey Dude’s signature comfort. The collaboration, which included Hey Dude’s first-ever inclusion of the Hudson court-style sneaker, exceeded all expectations! The collection featured unique details, including sand-speckled midsoles, lime wedge lace ends, and other elements that evoked the beach. The Corona collaboration was Hey Dude’s highest driver of brand media sessions, generating five million impressions, and 11% of Hey Dude’s overall site traffic in week one. Retail and DTC channels posted exceptional sales, and both Corona Wally styles were Hey Dude’s top DTC styles for two weeks. The Corona Hey Dude Hudson was sold exclusively at Foot Locker and HeyDude.com.
Consumer engagement was exceptional.
Intimissimi Uomo – Coca-Cola (CAA Brand Management)
Coca-Cola and Intimissimi Uomo joined forces for a refreshing and classic Santa Christmas loungewear collection. The capsule celebrates the world’s famous beverage with Intimissimi’s timeless loungewear styles. Synonymous with Christmas, the Coca-Cola Santa and iconic beverage cans are reinterpreted in this 10-piece loungewear collection. Launched in 27 countries and 1,500 stores, the collection retails from $60 and includes two long pajamas, which are a must-have for those cold winter evenings. The teddy hoody with the embroidered Coca-Cola logo elevates the collection. Soft slippers and underwear complete the collection. To launch, the brand shot a campaign that was launched on Instagram. Running up to Christmas, Coca-Cola items were displayed in shop windows to add to the retailer’s seasonal push.
Kate Spade New York – Heinz (Brand Central)
Kate Spade New York x Heinz welcomed the summer 2024 season with a collaboration that drew inspiration from both brands’ signature DNA, while cleverly capturing the spirit of the season. Highlighting an assortment of playful styles designed to spark joy, the capsule successfully tapped into cultural trends like Tomato Red as the summer’s “it” color. The collection quickly resulted in widespread media coverage and ignited social virality. In North America alone, it generated 361 press stories, garnering more than three billion impressions. Outside of North America, it gained another 107 press stories along with over 384 million impressions. In stores, the product had similar success. The items achieved over a 75% sell through, with the most popular item—the wristlet—selling out completely! Both brands have fostered generations of loyal fans, making this partnership an unexpected yet natural fit that embraced the spirit of both HEINZ and Kate Spade New York.
Samsonite – V&A (Alfilo Brands)
In China, the V&A and Samsonite launched their debut luggage collection embodying the art of travel. The 10-piece collection, featuring travel cases and bags, drew inspiration from renowned artistic movements. These included natural, organic patterns of the Arts and Crafts movement to the elegance of 18th-century florals and the lavish opulence of Art Deco dress fabrics. In 2024, the world’s attention turned to the Paris Olympics. In celebration of this, Samsonite also created suitcases and backpacks adorned with exquisite street maps of Paris from a 1927 dress fabric, interpreting the French capital known as the “City of Light.” Leveraging the excitement around the Paris Olympics, Samsonite partnered with nine KOLs on RED from July to August to highlight the Map of Paris luggage case, with impressions reaching over 699,000.
SCL Footwear Group – Goodyear (IMG)
Since 1898, Goodyear has excelled in providing grip, traction, and durability—qualities seamlessly translated into this innovative racing-inspired Goodyear footwear line. The Goodyear racing inspired footwear range offers unparalleled comfort, combined with an impressive modern design. Crafted from premium materials, the racing-inspired footwear line maintains a perfect balance between high-performance racing inspired elements and casual sneaker aesthetics, making it suitable for everyday wear. The meticulous design process incorporates technical expertise, featuring a lightweight synthetic performance upper and a breathable fabric lining. Replicating the Goodyear Assurance tire tread, the EVA rubber outsoles, complete with a rounded driver’s heel, enhance grip and performance on any terrain. In the marketplace, the collection has received resounding success, evident in impressive sales figures and positive consumer feedback. Its popularity among racing enthusiasts and everyday consumers alike attests to its widespread appeal. The line is available in select U.S. retailers and online at goodyearfootwearusa.com.
