IP Protection In Collaborations: "Just Do It"

Fans of Nike's Air Force Ones will have recently seen the launch of the Nike X Tiffany & Co Air Force 1-1837, the first for the luxury jewellery brand, including your very own silver shoebox.

Shoppers should note that the 23-Pound Sterling-Silver shoebox is not included within the $400 price tag. However, shoppers will be lucky to get their hands on a pair of the new trainers following their immediate sell out since launching last month. Nike is no stranger to the success that collaborations with luxury brands can bring. Some of their recent collaborations include collections with Jacquemus, Louis Vuitton & Comme des Garçons.

2022 saw a growing rise in athleisure, with many brands recognising the business opportunities it brings, including reaching new markets and increasing market share through their own performance lines or through collaborations with existing active wear brands.