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‘The Magic Sauce’: An Examination of Sneaker Collaborations Between Brands and Celebrities

Description
The sneaker world today is more popular than it has ever been before. The global sneaker market was valued at an estimated $79 billion in 2020 and is predicted to reach $120 billion by 2026. A big part of the reason why the sneaker market has taken off recently is…

The sneaker world today is more popular than it has ever been before. The global sneaker market was valued at an estimated $79 billion in 2020 and is predicted to reach $120 billion by 2026. A big part of the reason why the sneaker market has taken off recently is because of sneaker collaborations. A sneaker collaboration is when an outside entity, like a sneaker store, athlete or celebrity, works with a footwear brand to create a new version of the shoe. But what makes a sneaker collaboration between a sneaker company and a celebrity successful? And do the things that industry insiders say make a successful collaboration correlate with young people's level of interest in buying the shoe. Do celebrity behaviors influence college-age students' perception of the sneaker. My Barrett Honor's Thesis examines sneaker collaborations between brands and celebrities and looks to find answers to these questions.
ContributorsFahrendorf, Christopher (Author) / Reed, Sada (Thesis director) / Pucci, Jessica (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Comm (Contributor)
Created2022-05