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Burberry x Minecraft (CAA Brand Management)
From the digital to the physical, Burberry and Minecraft have come together to build an immersive world filled with adventure, creativity, and self-expression. Explore the unexpected, both in-game and in real life. Burberry and Minecraft invites players to play a free in-game adventure and unique capsule collection inspired by the brands’ iconic visuals. Both brands hold nature and adventure as key, core values, creating the perfect brand combination for a global collaboration.
The 15-piece capsule collection uses high quality, luxury, and durable materials, made up of jersey wear, iconic trench coats, checked scarves, and head pieces with designs featuring in-game nods. The collection items are presented alongside in-game replicas for players to transform their look both digitally and physically. Launched online and in flagships around the world, supported by a huge campaign and 3D out of home billboards.
Irregular Choice x Classic Animation
Three funky collections launched over 2022 in Irregular Choices own stores, website, and global wholesale partners. Looney Tunes took the best of the characters’ personalities and delivered innovative, cool products in the IC style, such as Tweety swinging off a shoe heel. Scooby Doo launched with a Halloween scary—but fun—social campaign and the Tom & Jerry Xmas range added a fun, loving sparkle to these must-have products. With over 80 items across the three ranges, these collections have had great visibility, gained a huge amount of positive social commentary amongst their fans, and created some beautiful inspiration for the footwear category.
Kellogg’s Frosted Flakes x Puma (The Joester Loria Group)
Puma partnered with Kellogg’s for Tony the Tiger’s 70th, celebrating Frosted Flakes and its beloved mascot with twists on Puma shoes and apparel, including Suede and Roma footwear, co-branded hoodie, and T-shirts priced at $35-$80. It was Puma’s first cereal branded collaboration. The signature Suede x Tony the Tiger sneaker with bright orange and black stripes and vintage graphics sold out in days. Marketing including the L.A. influencer breakfast, Puma NYC Flagship takeover featuring windows and Tony the Tiger meet and greets, and PR delivered 22 editorial placements and over 455 million impressions. Retailers included Puma’s NYC flagship store, website and app as well as Foot Locker, Champs, and independents.
Ontario Lottery and Gaming Corporation x Mr. Saturday (Segal Licensing)
What kind of collab sells out in 11 mins? The best one of 2022. By turning fashion into lottery tickets, we created a new way to play for a new generation of players. Lottery is an entertainment industry—focused on innovation, digital gaming, and technology. To appeal to a younger demographic, due to the player base aging out, LOTTO MAX partnered with fashion designer Mr. Saturday to create LOTTO MAX Dream Drop. This collaboration enhanced the lottery experience. We created the world’s first fashion line that is a wearable lottery ticket. Everyone wants to look like a million bucks, but what if you could potentially win $70 million? Each piece of clothing featured a barcode for a year of tickets.
Pokémon & Balmain
This partnership with pioneering French fashion brand Balmain marks the first ever collaboration between Pokémon and a luxury couture house. The collection combines the iconic style and silhouette of Olivier Rousteing, Balmain’s 36-year-old Creative Director, with Pokémon graphics to create a bold and sophisticated collection. The partnership also included windows in flagship stores in Paris, New York, Las Vegas, and China. The collection spans both physical and digital worlds as fashion-conscious Pokémon players have the ability to customize their avatar in the mobile game Pokémon UNITE with an iconic Balmain outfit.
Pokémon x Puma
The Pokémon Company International collaborated with sporting giant Puma for an extensive and exciting new collection including 27 pairs of footwear, 28 pieces of apparel, and nine accessories. Inspired by Pikachu, Bulbasaur, Charmander, Squirtle, and Gengar, the extensive range of footwear encouraged Pokémon fans to find hidden details on the tongue label, insole, and heel. Pokémon graphics were featured across an assortment of cotton T-shirts, hoodies, a sherpa jacket, and a number of accessories. Retail exclusive to Footlocker in the U.S., where the launch was supported by an in-game activation in Pokémon GO. The collection was available worldwide and online via Pokémon Center U.K. and U.S.’s eCommerce sites. The launch saw a total of 176,550 impressions and 5,264 engagements over Pokémon’s FIGS social channels and social media posts related to the collection had a total reach of 7.7 million impressions.
Santos Futebol Clube x Charlie Brown Junior x Umbro
Santos FC and the band Charlie Brown Jr. got together with Umbro to launch a street lifestyle collection that unites different passions: football, music, and skateboarding. The collection, officially launched in April of 2022, celebrates the 30th anniversary of the band, founded in 1992. Bringing the Club’s colors, white and black, with a lot of checkered and modeling from the ‘90s. The range included t-shirts, tank tops, shorts, hoodies, hats, socks, and sneakers. All showing a mix of the Club’s crest and the Umbro symbol with the band’s logo, in addition to elements that identify it as the numbers “013,” in reference to the area code for the city of Santos as well as the initials “CBJR” and the number “92.”
The Metropolitan Museum of Art x Dr. Martens (Beanstalk)
As the worlds of fashion and art increasingly converge, The Metropolitan Museum of Art and Dr. Martens were destined to collide. This collaborative collection pays homage to Katsushika Hokusai’s everlasting energy and applies his inspirational work to a new canvas—Dr. Martens’ iconic 1460 boot, 1461 shoe, and leather backpack. The boot and backpack feature Hokusai’s best-known image, ‘The Great Wave’, while the shoe features a work entitled ‘Fuji from Gotenyama at Shinagawa on the Tokaido’. Hokusai’s artistry is paired with the craftsmanship of fine grain coated leather, antique gold eyelets, and tonal laces with antique gold tips. The level of design didn’t go unnoticed, as the backpack completely sold out in the Americas in only two days, and the 1460 boot was Dr. Martens’ top selling style of the week in EMEA.
Tommy Hilfiger x Miffy
Preppy classic with a twist meets playful whimsy and simple elegance. “Our collaboration with Miffy embraces our playful passion for pop culture and our imaginative, irreverent spirit. It’s a canvas for creativity that celebrates our brand vision: adventurous and expressive, with a touch of playful fun,” said Tommy Hilfiger. An extensive apparel line with Tommy Hilfiger has recently been launched (December 2022) in China, followed by a global roll-out to include a specific Year of the Rabbit capsule collection and collections for both men and women, young and old, including accessories and shoes. Bringing playfulness to prep.
