From Jumpman to jewellers, 2023 has brought us some exciting collaborations, with more still to be released.
In the sneaker industry, collaboration is everywhere, with new co-branded sneakers attracting attention and ranking highly amongst enthusiasts.
For a sneaker to outlive rapid news cycles and remain relevant, it has to offer something new and engage consumers beyond the shoe itself. Successful partnerships are rooted in storytelling, allowing heritage to transcend hype. In streetwear and fashion, alliances can allow brands to reach new audiences or experiment with new designs. At the heart of a successful collaboration is an authentic coming together that reflects the essence of all those involved. For a round-up of some of 2023’s best collaborations so far, see our list below.
Nike Air Max 95 x Corteiz
Corteiz is the London streetwear label that has taken the world by storm thanks to its unpredictable release strategy and off-the-wall brand activations, mobilising an army of fixated fans across the UK capital like nothing seen before.
In a partnership that feels quintessentially London, the Air Max 95 was chosen for the collaboration. The first of a trio of colourways to release was the Nike Air Max 95 SP x Corteiz RULES THE WORLD, available to win through a crossbar challenge. The launch event invited football fanatics and sneaker fans to have a shot at winning a pair of the premium military-inspired sneakers. For those lacking the technical skills to win a pair, they were later sold through a general release. Selling out swiftly, the shoes now demand high prices on the secondary market.
Further colourways were dropped in style capitals worldwide, with New York chosen for the Pink Beam colourway and Paris for the Aegean Storm. True to previous launches and in keeping with the brand’s motto, eager-eyed fans had to decipher the precise location using a set of coordinates that could also be found on the heel of the shoe, proving once again that Corteiz really does rule the world.
Air Jordan 1 High OG Chicago Lost and Found Restock
Selling out in seconds upon its November 2022 release, fans were given a second chance to get their hands on the popular silhouette. Dressed in the classic ‘Chicago’ colourway, the Air Jordan 1 Lost and Found pays homage to Michael Jordan’s 13-season tenure at the Chicago Bulls.
Without the technical details of newer Jordan releases, the Air Jordan 1’s nostalgia is desired today thanks to a timeless design that reflects both the quality and prestige of the shoe and its namesake sports star.
Finished with a weathered aesthetic, honouring the shoe’s age and the moment it captures, the Air Jordan Lost and Found restock allows fans to own a piece of Jordan Brand history. Restocking a month after the release of Air, the biopic charting Nike’s pursuit of a young Michael Jordan and the start of the Jordan Brand partnership, new and old fans can own a pair of the iconic sneakers themselves.
Air Jordan 1 Low OG SP x Travis Scott Olive Womens
Rumoured to be Travis Scott’s last collaborative Jordan silhouette, the Air Jordan 1 Low OG SP X Travis Scott Olive Womens hit fashion headlines in April, marking the end of a five-year partnership between the artist and Jordan Brand.
A reversed Nike Swoosh is a notable signifier of a Travis Scott x Jordan release. Chase B, Scott’s DJ, sees this as a way to leave his mark on a shoe, in much the same way Virgil Abloh did on his deconstructed Nike collaboration, ‘The Ten’. The wearable ‘Olive’ colourway proved popular and remains one of the most in-demand releases of the year, closing one of the sneaker industry’s most talked-about chapters.
Tiffany x Nike Air Force 1
Since being acquired by LVMH in 2021, Fifth Avenue Jeweller Tiffany and Co. has moved from selling solely fine jewellery and entered into the lifestyle sector through a series of high-profile collaborations. With Alexandre Arnault assuming the position as Tiffany Executive, the New York brand has partnered with streetwear giants Supreme, Beyoncé and Jay-Z, and luxury watchmaker Patek Philippe.
With rumours circulating online of Nike and Tiffany working on a collaborative shoe, it wasn’t long before leaked images began to appear. Both brands validated these on social media by posting a Tiffany Blue shoe box with a caption reading “A legendary pair”, quickly sending the internet into a frenzy. The Nike Air Force 1 Low x Tiffany & Co. Tiffany Blue pairs the instantly recognisable branding of Nike’s Swoosh with Tiffany’s trademark hue to dress the classic Air Force 1 silhouette.
While the jeweller’s debut footwear collaboration was well received, it was not without controversy, with some hoping for a similar design to the 2005 Diamond Supply Co x Nike SB Dunk collaboration, nicknamed the ‘Diamond Dunk’. This didn’t stop the shoe from selling out, hailed by many as one of 2023’s stand-out collaborations. Accompanying the release was a selection of trainer fan-approved sterling silver accessories, including a shoe brush, shoe horn and lace tag, adding to the style’s collectability.
New Balance 1906R x Aimé Leon Dore
Since assuming the position of Creative Director for New Balance Made in USA in February 2022, Aimé Leon Dore founder Teddy Santis has consistently provided some of the most sought-after New Balance silhouettes, made in collaboration with his rapidly expanding menswear label.
The latest ALD New Balance 1906R model satisfies the desire for retro-inspired runners while cementing New Balance’s position as a major player in the sneaker industry. The Boston-born brand can satisfy collaboration-hungry fashion fans whilst maintaining a core consumer base thanks to its comfort-focused designs and quality construction.
What’s next?
2023 continues to be the year of the Samba, as upcoming collaborations with ’70s-inspired Wales Bonner and wellness-focused Sporty & Rich add to the heritage low-top’s wide-reaching appeal. London skate brand Palace recently announced a colourful take on the New Balance 991, while Travis Scott teased a possible Nike Mac Attack collaboration, suggesting 2023 is set to be another strong year for sneaker collaborations.