Tiffany & Co.’s recent collaboration with Nike has been received negatively online by social media users from across the globe.
Last week, the LVMH-owned jewellery brand announced that it had collaborated with the sports brand giant, releasing an exclusive black Air Force 1 trainer set with a Tiffany blue tick.
A series of Tiffany social marketing activations dubbed the launch as a “legendary” pairing.
The branding team-up came as part of a bid to attract younger consumers to the jewellery brand, with the idea lead by Tiffany executive vice president of products and communication, Alexandre Arnault, son of LVMH founder Bernard Arnault.
The look of the heavily black sneaker has received negative traction on several social media platforms.
One Twitter user criticised the “legendary” claim, writing: “The only thing legendary about these shoes is how boring they are.”
Another added: “Not a fan! It was an amazing opportunity which seems lost due to lack of creativity.”
Not a fan! It was an amazing opportunity which seems lost due to lack of creativity.
— Luxury Learnings (@Luxurylearnings) February 1, 2023
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
The launch of the unique collaboration has also sparked several AI generated takes on what the exclusive trainers could have looked like.
Hannah Grey VC chief brand officer Michael J. Miraflor tweeted: “Observation about Generative AI and consumer brand expectations: There were *so many* good and interesting / provocative AI takes on what the Tiffany’s x Nike collab had the potential to release… that the actual product once revealed was a bit underwhelming.”
Observation about Generative AI and consumer brand expectations:
There were *so many* good and interesting / provocative AI takes on what the Tiffany's x Nike collab had the potential to release… that the actual product once revealed was a bit underwhelming. pic.twitter.com/d09LDovZNW
— Michael J. Miraflor (@michaelmiraflor) January 31, 2023
