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Eastpak – Van Gogh Museum
Van Gogh’s unique style and artistic vision, with renowned Eastpak design elements, form the Eastpak x Van Gogh Museum collection. Eastpak’s iconic packs and accessories are reimagined via three masterpieces with details like special lining depicting excerpts from Vincent’s letters and embroidered signature. As a brand that’s dared to be different since its beginning, Eastpak recognizes itself in Vincent’s story, defiant personality, and nomadic lifestyle. The museum launched on May 26th while the global launch was June 5th and was supported by a PR, social media, and influencer campaign. The consumer response was overwhelmingly positive, as evidenced by the substantial engagement on social, with around 50,000 likes and positive comments. The initial drop on the Museum retail store sold out quickly, which resulted in a re-production run. The collaboration showcases a beautiful blend of innovation and artistic excellence that resonated with consumers. Key retail included department and specialty stores and Eastpak’s DTC website.
FILA Golf – McLAREN (CAA Brand Management)
On April 18, at Mission Hills in Shenzhen, the world’s top golf club, the high-end professional golf fashion brand FILA GOLF joined forces with the British luxury sports car brand McLaren to unveil their 2023 co-branded 12-SKU golfing collection. The range, available at FILA.com and within 20 flagship FILA stores, leverages technology from supercar performance to enhance and push boundaries of golf clothing. The range uses ultra-lightweight carbon fabric technology, inspired by McLaren’s cutting-edge carbon fibre technology, effectively eliminating the weight restrictions of traditional golf equipment. FILA GOLF x McLaren is a collaboration between the two innovative brands. For the first time ever, the pioneering performance of top supercars and golf fashion equipment have been highly integrated, presenting an elite sports aesthetic that embodies both elegance and speed. This collaboration elevates the performance of sports clothing to a whole new level.
Loungefly – McDonald’s (The Joester Loria Group)
In 2023, McDonald’s partnered with Loungefly for a line of fashion accessories inspired by McDonald’s iconic brand heritage, and everyone was Lovin’ it. The global launch sparked viral excitement across social media platforms and 350 million earned media impressions thanks to extensive coverage from outlets like The Today Show and People magazine. The premium collection included mouthwatering statement pieces of the world-famous fries, cosplay mini backpacks of Ronald and friends, and McBoo glow-in-the-dark purses. The McDonald’s collection proved to be one of Loungefly’s top-selling properties and the McDonald’s french fries cross-body was awarded the 2023 UK Licensing Innovation award.
Modern Works – Kodak
Modern Works’ captivating head-to-toe autumn/fall collection is a true embodiment of creativity. Standout pieces include the iconic Kodak K-Jacket featuring the distinct K capital letter design, colour blocks, and functional materials. Another highlight is the Kodak Brownie Duck Jacket, inspired by the retro vibe and details of Kodak’s Brownie camera. This winter down jacket beautifully reinterprets historical motifs, including the Kodak logo from the original Brownie camera on the zip tag, to create a luxurious and warm garment. The Modern Works collection combines innovative design, historical inspiration, and market appeal. Modern Works’ apparel witnessed a 14% increase in sales revenue from 2022 to 2023, indicating its popularity.
Nowhere Co., Ltd. – Coca-Cola (itochu fashion system)
Coca-Cola teamed with A Bathing Ape (Bape), an influential street culture/lifestyle brand, to celebrate the 30th anniversary of BAPE. The Coke partnership featured a ‘90s theme in honor of when BAPE was founded, including the Coca-Cola Classic logo and the Coca-Cola Polar Bear. The collab products were launched in October 2023 globally with all Bape offline stores in Japan, the U.S., Hong Kong, China, Taipei, the U.K., Indonesia, Malaysia, South Korea, and online. Over 100 people lined up in front of the store on the opening day. 360-degree marketing amplification was collaboratively launched globally. Coca-Cola collab bottles with in-store vending activations, along with Instagram collab postings, are done by Coca-Cola global account and BAPE account jointly.
Over The Pitch – Coca-Cola (CAA Brand Management)
Coca-Cola joined forces with football-based lifestyle and fashion brand Over The Pitch for a throwback/retro soccer collection with 16 SKUs that leans into shades of the ‘90s-era South Korean national soccer team jersey. The collaboration made sense and generated positive synergy due to Coca-Cola Korea’s long-term partnership with Korea Football Association (KFA). Inspired by Coca-Cola’s traditional red colors and symbolic ribbons, the collection features classic design motifs from soccer jerseys to training pieces. The Coca-Cola and Over The Pitch collection is available at Suwon Starfield, one of the biggest shopping centres in Korea, as well as a diverse range of retail channels and offline stores.
PacSun – The Met (Beanstalk)
The Metropolitan Museum of Art has inspired Pacsun, the innovative lifestyle retailer, to design five seasons of fashion-forward collections curated from 5,000 years of art. After the debut collection achieved an exceptional 87% sell-through, Pacsun secured an ongoing relationship with The Met for chain-wide distribution featuring more than 100 unique SKUs of men’s/women’s/genderless/children’s apparel and accessories. While the launch collection focused on wearable art reflecting European masterpieces with a Gen Z twist, later drops interpreted Greek and Roman statuary and a celebration of The Met as a New York landmark, showcasing artwork depicting iconic locales such as the Statue of Liberty. Sales results through Q4 2023 exceeded all expectations. Spectacular photographic and video ad campaigns were shot in The Met and reached tens of millions across social media. The collaboration garnered coverage in dozens of media outlets, including The New York Times and Women’s Wear Daily, generating 1.5 billion digital impressions.
Uniqlo – MoMA, PAC-MAN, Katamari Damacy, SimCity 2000, Space Invaders, TETRIS
A crowd of people gathers to spectate. Everyone is cheering on the Pac-Man player as she rushes through a maze, evading ghosts, gobbling pellets and fruit. The people aren’t in an arcade—they’re in a gallery at MoMA. Outside the gallery space, a giant screen flashes between the 36 video games in MoMA’s new exhibition Never Alone: Video Games as Interactive Design. Perhaps just as surprising, MoMA and Uniqlo seized this moment in their nine-year partnership to launch one of their most successful T-shirt collections to date. T-shirts featured the MoMA logo cleverly hidden within the design of each video game. Launched globally in over 2,000 Uniqlo retail stores and MoMA Design Stores worldwide the collection included Pac-Man, Tetris, SimCity 2000, Katamari Damacy, and Space Invaders. Uniqlo was also a sponsor of the MoMA exhibition. Innovative marketing for the collection included a Uniqlo live stream from the NYC flagship store near MoMA.
