***clot
Last month, ASICS teamed up with Shenzhen-based trendy store Costs to create the GT-2160, a sneaker inspired by the Lingnan-style bamboo weaving shauji, to pay homage to the brand's traditional Chinese culture.
Trendy brands Clot and AAPE have chosen to launch more festive co-branded products during the festive season in December: Clot brings the Fragment Design led by founder Edison Chen's daughter Alaia Chen and Hiroshi Fujiwara, and the Mini Panda Bearry Cute co-branded panda ornament created by the century-old German teddy bear brand SteiffAAPE has partnered with Butterful & Creamorous Butter & Bread (B&C), a baking brand that is currently popular among young Chinese people, to launch a series of co-branded bakery food and apparel collections.
These collaborations showcase the diverse collaboration strategies of the brands. In this article, Jing Daily will lead readers to take a look at the co-branded series launched by the above three international and local brands from the aspects of sales form and social ** performance.
costs x asics
ASICS X Costs collaboration shoe GT-2160
***asics x costs
Last month, ASICS once again teamed up with Shenzhen-based trendy store COSTS to create a new collaboration model, the GT-2160, inspired by the traditional bamboo weaving shauki. Shauji is the vehicle of people's labor achievements in Lingnan, plays an important role in people's material and spiritual life, and contains the spiritual power to achieve a better life. The body of the sneaker is made of breathable mesh on a large area, including the suede on the side of the shoe, which uses the bamboo texture and color variation represented by the shabu, and the perforated straps on the left and right tongues are embroidered with the words "shao ji" and "shauji" respectively, to express the brand's homage to local culture and tradition.
Local co-branding has long been a common way for international brands to connect with consumers in their home markets. In this collaboration, ASICS is subtly catering to the growing national pride of Chinese consumers, increasing the brand's relevance in the Chinese market by supporting local brands, and building deeper connections with local streetwear fans. Thanks to the help of Costs, ASICS has successfully created a product line that can truly impress the local crowd and is full of Lingnan flavor.
On Xiaohongshu, the topic of the collaboration, costsxasics, has received 2 hits80,000 times, and the topic has been read 160 thousand.
fragment design x alaia x steiff
Fragment Design x Alaia x Steiff "Mini Panda Bearry Cute" three-way collaboration panda pendant.
***clot
On the occasion of Christmas, Alaia Chen's daughter brand Alaia will collaborate with Fragment Design led by Hiroshi Fujiwara and Steiff, a century-old German teddy bear brand, to launch the Mini Panda Bearry Cute tripartite panda ornament.
The panda ornament was produced by Steiff and originally designed by Alaia Chen. The panda's bright pink ears and different colors of eyes are inspired by Alaia's favorite colorThe pearl necklace he wears hangs a tag with Fragment Design's signature lightning bolt motif and black 'Alaia' letteringThe panda ornament also comes with a lanyard for easy wearing and styling, making it the perfect choice for festive decorations.
As part of its exclusive and limited-edition identity, each 'Mini Panda Bearry Cute' charm comes with a certificate of authenticity and a Steiff family blood** signature 'Gold Ear Buckle' on the left ear with the brand's 'Steiff Collectors' label. Therefore, the panda pendant not only has special commemorative significance and collectible value, but also represents the personal and exclusive aesthetic of Edison Chen's daughter Alaia. On social media in China, the hashtag fragmentdesignxalaiaxsteiff has 53 views on Weibo10,000, and the number of reads on Xiaohongshu is 150 thousand.
As a family member of celebrities, Alaia Chen has already established a certain level of popularity on social **, and most of her fans are also loyal customers of Edison Chen and his streetwear brands. Driven by the influence of Fragment Design and Edison Chen, this crossover has attracted the attention of many trendy people and celebrity fans. Currently, most of the most popular Steiff teddy bears on StockX are resold through collaborations with brands, including Girls Don'Brands such as T Cry, Supreme, Fragment Design, and Bearbrick. Perhaps, the launch of the three-party collaboration will also join the ranks.
aape x b&c
AAPE x Butterful & Creamorous crossover collaboration.
AAPE's official Weibo.
Recently, Japanese fashion brand AAPE and French luxury bakery brand Butterful & Creamorous Butter & B&C have launched a cross-border cooperation to capture the wonderful fusion of street aesthetics and baking culture from an interesting perspective, creating a co-branded bakery food and apparel collection full of festive atmosphere. In addition to creating co-branded products, the two parties also unveiled a co-branded pop-up store and a giant bag installation at Taikoo Li Sanlitun in Beijing, which pushed the social media popularity of the collaboration to a peak, attracting more fans to take photos and enjoy delicious food.
This is despite the fact that b&c has only 2 followers on Weibo40,000, nowhere near AAPE's 680,000, but the former now has a high level of popularity among China's Gen Z. As of now, B&C's official hashtag, butterfulcreamorous, has 36 views on Weibo50,000 times, and 21.5 million views on Xiaohongshu. As such, it's undoubtedly a great tool for AAPE to connect with this native population.
In 2023, global brands are racing to connect with the Chinese market through localised projects, and Japan-based streetwear leader AAPE may be the latest to reap the rewards of this trend through playful encounters.
Written by Sadie Bargeron
Edited by Jingyi Li