This announcement was very interesting because Prada does not usually involve themselves in collaborations, so this actually comes as quite a big surprise to those in the industry. Some have called it the “fusion of fashion and performance”, while Prada spokesperson says:
“the aim of this partnership is to investigate the realms of heritage, technology and innovation — and to challenge conventional wisdom through unexpected strategies.”
Either way, we know that this partnership promises to introduce form and function in a way we have never seen before. I will do everyone a favour and move beyond speculations that the line will be called Pradidas / Adada, which brings us to the question: How are they priming audiences for the drop?
Introducing a High Fashion and High Street Fashion Partnership
The Prada x Adidas partnership signals a new era in terms of marketing, where the lines between various groups of brands is becoming increasingly grey. This is Adidas’ latest collaboration with a designer brand, and Prada’s first venture into ‘high street’, or anything to be considered less casual than a designer label. I addressed this phenomenon when the Louis Vuitton Multi Pochette was subtly introduced by various influencers on Instagram.
“There was a point in time, perhaps in the 80s and 90s, when the distinction between luxury and ‘mainstream’ brands — as well as who had access to them — was extremely clear. These days, that gap seems to be narrowing. Many high-end brands, like Louis Vuitton and Gucci, have come to realise that expanding their demographic target audience is key to being more profitable.”
Based on this Unique Reach chart, for example, it is clear that the collaboration will reach at least 60.9 Million people. This is 3 times the number that @adidas or @prada would have been able to target on their own. Collaborations between high fashion and high street fashion effectively double the consumer base, or in this case triple, considering they have vastly different followings.
Mysterious Marketing Direction
So far, both Adidas and Prada have only posted a single image on all 3 Instagram accounts to mark the collaboration.
Despite the fact that little to no information is available about the collab, the image above is Prada’s Top Liked post this quarter, and 3rd Most Liked post this year.
This is the same with Adidas — the image is one the the brand’s Top Posts of 2019.
*posts marked ‘X’ have either been removed by the user or by Instagram
The marketing direction is both clever and compelling because it poses a level of intrigue that will definitely pay off when the collaboration finally drops. We know this collection is going to sell out, seeing as it is already gaining so much interest with a single image. Watch this space for our analysis on the campaign and click on #BrandCaseStudy for our articles on other influencer marketing campaigns, brand ambassador strategies and more.
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